宜家家居(IKEA)经验报告.pdfVIP

2006:162 B A C H E L O R T H E S I S The IKEA Experience A case study on how different factors in the retail environment affect customer experience Rebecka Isaksson Mirela Suljanovic Luleå University of Technology Bachelor thesis Industrial marketing Department of Business Administration and Social Sciences Division of Industrial marketing and e-commerce 2006:162 - ISSN: 1402-1773 - ISRN: LTU-CUPP--06/162--SE PREFACE The work of writing this thesis has been a journey of hard work, filled with good and bad moments where the latest often ended in laughter. The Spring of 2006 led us not only to the accomplishment of writing our bachelor’ thesis but also into new insights that will most definitely be guidance in the future. The thesis was written for the Division of Industrial Marketing at Luleå University of Technology where we have had the opportunity to look into the shopping experience from the customers’ perspective of one of the most unique companies existing today. First of all, we would like to thank our supervisor Mr Tim Foster, at the Department of Industrial Marketing at Luleå Technical University, for his encouragements and great creativity at times when our own well of ideas ran dry. Furthermore, we would like to thank our participants for taking the time to contribute to our thesis by taking part in interviews in which their personal shopping experiences at IKEA made it possible for us to reach the purpose of this study. We would also like to take this opportunity to thank our families for