Customer Needings : Finding the Relationship Gaps between Rolls Royce and their Industrial Customers

• Main Authors: Johansson, Daniel, Fredriksson, Patrik
• Format: Others
• Language: English
• Published: Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT 2009
• Subjects: customer needings; Rolls Royce; B2B marketing; relationship marketing; industrial marketing; gaps; resources; activities; service management; Business studies; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-4263

Purpose The purpose of this thesis is to investigate to what extent Rolls Royce in Kristinehamn manages to fulfil their customer needings. By identifying gaps between offerings and needings, the authors will give recommendations on how Rolls Royce can increase their customers' satisfaction by providing them with what they need.   Method A qualitative research is used in the form of in-depth face-to-face- and telephone interviews. Eight such interviews have been conducted in this thesis; three interviews with representatives from Rolls Royce and five interviews with representatives from three of their customers.   Findings Many gaps have been found in the analysis of the empirical study. The most frequently discovered gaps are that; Rolls Royce should have better control over their sub-suppliers and Rolls Royce should agree on higher penalty fees for delay or poor quality. Further gaps have been found in which activities the customer wants to be relieved or enabled of.   Recommendations A figure of customer specific recommendations have been compiled through the findings. From this figure, general recommendations have been discovered that can, to some extent, represent all of Rolls Royce's customers.