Märkeslojalitet inom svensk dagligvaruhandel : En kvalitativ studie om hur aktörerna i den svenska dagligvaruhandeln skapar och underhåller kundlojalitet

The grocery trade is part of the food industry, which is Sweden's third largest industry. It is obvious that it is an industry with a high market concentration where the market share of the three largest companies corresponds to almost 87%. In addition to the high concentration in the market, the industry is undergoing a structural change in new store formats that are more adapted to the customer's needs, among other things through geographical location, opening hours, service, price and design. Each individual has their own preferences when it comes to where to shop. At present, the supply of grocery stores is large and there is a tough level of competition throughout the country. It is therefore important for the various chains in the grocery trade to create and maintain a loyal customer base in order to remain relevant but also to survive the tough competition. The purpose of the study is to create an understanding of which marketing techniques the various chains in the Swedish grocery trade use to create and maintain a loyal customer base. To be ableto investigate this, a qualitative study was conducted consisting of four interviews with three different chains. The respondents who have participated have either had a central and high-ranking role within the chain or in the stores. This is because it is important for the study that the respondents have insight into how the organization works. The chains that have participated are: ICA, Hemköp and Coop. Based on the theoretical framework and the empirical evidence that has been collected, ananalysis has been carried out in order to be able to draw a conclusion. The conclusion that is drawn is that there are many and important factors that come into play to maintain and create aloyal customer base. But the marketing technique that stands out and that is of utmost importanceis loyalty programs followed by customer relationship management, relationship management and corporate store image.