Trust, Reputation and Simplicity – Core Elements of A Communication Process of an Industrial Company A Case Study of Laader Berg
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A successful relationship marketing requires a company to manage the communication process with its customers so that it can create value for both of them from the time of building and developing their relationship. This strategic role of communication is becoming a managerial priority for firms in all industries, and is essential for the value creation in the competitive markets. Understanding the entire process is important to doing it well and the elements in the communication process determine the quality of the communication. The purpose of this thesis is to contribute to Relationship marketing, as a body of knowledge in describing and analysing the communication process in a particular industrial company in order to get a better understanding of its elements and the interaction between them. A qualitative case study was used to conduct two different perspective of this communication process in order to identify perceptions of the process and to detect core elements promoted. The case study included in-depth interviews with employees of the industrial company, as well as its customers. The interviews revealed what communication process the company adopted, what main elements were used and why. Also the perception from customers was essential to analysing this communication process. Evidence obtained from the study revealed that the two-way circular communication process in the case company consist of three elements, message, channel and feedback. The company distinguish between 5 lines of communications where main elements of the process differs. There were six channels of communication identified, where some only existed in some of the communication lines. Feedback is collected in a form of weekly meetings, prioritizing and on individual level. It was also found that the case company adopts communication process in order to promote its reputation and build the trust with its customers. While the customers relies on the communication process in order to ensure company’s reputation as well as reduce the complexity of its own operation.