eThesis - School of Business electronic theses

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Objective of the Study

The objective of this thesis is to provide a research based theoretical framework on which a communication strategy for the case company TDC Oy can be created. A communication strategy is needed in order for the case company to manage and develop their customer relationships. Particularly the objective of the study is to address the elements of planned communication and interaction as factors that create mutual value in the customer relationship.

Methodology and the Theoretical Framework

The underlying theoretical framework is based on previous research conducted on the nature of business-to-business (B2B) relationships as well as relationship management and relationship development in general. Furthermore, as earlier academic literature does not provide an applicable concept that would provide a suitable analytical lens with respect to the research objective, the study introduces a new concept of relationship communication as the theoretical framework.

The empirical study was conducted in the form of theme interviews with 13 interviewees chosen from TDC's customer base. The interviews were designed to collect data on perceived relationship with TDC. In particular the interviewees were asked to discuss the messages they receive from TDC as well as their interaction with TDC.

Findings and Conclusion

The findings of the empirical study supported the introduced concept of relationship communication, as well as its theoretical basis. The findings indicate that a relationship becomes valuable when the two companies are engaged to interaction, as this generates personal bonds, new collaboration and knowledge exchange. Therefore, in order for a company to develop its customers relationships, a strategy is needed to ensure continuous interaction.