| Popis: |
The purpose of this study is to create an understanding regarding the behaviour of accompanying male visitors in a women’s clothing shop. Further more, the ambition is to see how these behaviors affect the behavior of female customers and also how it affects the buying experience in that service landscape. The idea and the motivation for the study arose when we, as writers, talked about this phenomenon that we personally have experienced. Further discussions between us lead to the interest in researching about the underlying factors of the circumstance. This study is based on a qualitative method, which means that we have collected qualitative data through focus groups, interviews and in-depth interviews with experienced and important key store managers. The methodological selection in our study has resulted in perspectives from female customers, accompanying male visitors and from people running women’s clothing shops companies. The theoretical basis has developed through the results from the empirical interviews. By using this kind of method we can have an inductive approach in our study. Since we, as writers, have previous knowledge about the theory and topics connected to the study, there is an interaction between the inductive and deductive approach. This is called an abductive approach. A study consisting of qualitative results is difficult to compile in a short sentence, therefore we indicate the reader to chapter 5, which consists of the study's conclusions. The purpose of the study has been fulfilled due to that the implementation of the study has resulted in an increased understanding of how customer satisfaction can be increased by an accompanying male visitor. |
