Relationship marketing regarding the fashion industry : Trust, commitment and communication

Title Relationship marketing regarding the Fashion industry; Trust, Commitment and Communication Authors Karin Cademan, Jessica Frendberg, Natalia Savic Examiner/ Supervisor Pejvak Oghazi Michaela Sandell Institution/ Course School of Business and Economics, Linnaeus University Bachelor thesis, Independent degree project – 2FE16E Problem to investigate This thesis acknowledge a lack of understanding when it comes to customers perception regarding the relationship with companies that exist when purchasing basic clothes online. Purpose To investigate relationship marketing online towards the fashion industry considering customers who purchase basic clothes online. Literature review The literature review act as a foundation and gives a deeper understanding in the area of relationship marketing and the key components (trust, commitment and communication) and its variables. Methodology This thesis took a deductive and quantitative research approach with a survey as the research strategy. Conclusion This thesis has provided a clarification regarding relationship marketing when it comes to purchasing basic clothes online. The research contributed to a deeper knowledge of repeat customers perception regarding which are the most important key component and variables that a company should aim for when purchasing basic clothes online. The investigation provided information that further could be spread to companies in the fashion industry who has curiosity of repeat customers.