En studie om samspel mellan hyresvärd och dess kommersiella kunder för hållbarhetsändamål : CSR, Kommunikation och Kundengagemang

Abstract- A study of interaction between real estate companies and their customers for sustainability purpose. Date: 2017-05-23 Level: Degree Project in Industrial Engineering and Management, 30 ECTS Institution: School of Business, Society and Engineering, EST, Mälardalen University Authors: Ivan Kertan, Oskar Manninen 1992-07-03 1993-06-29 Title: A study of interaction between real estate companies and their customers for application of sustainability key figures Tutor: Peter Ekman Keywords: Communication medium, Customer engagement , CSR (Corporate Social Responsibility) Study Question: What is the view of real estate companies about their impact on society and their ways to work sustainably? How should the real estate companies communicate with commercial tenants in order to apply the sustainability key figures that are developed by the KPI2030 research project? What view do the studied companies have regarding customer engagement and how is a strong customer engagement valued? Purpose: The purpose of this study is to achieve a deeper understanding regarding an elaborately interaction between the real estate owners and tenants concerning sustainability work. Method: In this study an abductive approach has been used. A case study was conducted at a limited number of real estate companies with the intention of obtaining qualitative data. This was done through semi-structured interviews with each company. An analysis of the theoretical reference frame and the collected data was conducted which led to conclusions. Conclusion: The studied companies felt some kind of a responsibility towards society. No specific actions could however be mentioned by most of the companies in order to meet the demand for CSR with regards to social and economic aspects. The study showed a clear connection between customer engagement and communication medium, where stronger communication medium lead to more engaged customers. Strong communication medium as face-to-face is required as the concept of sustainability was perceived as complex and needed to be concretized. The concept of engagement was not highly valued as engagement did not seem to be understood well enough by any studied company. Nevertheless, the potential to make use of engaged customers clearly could be done by the right use of improved communication.