Operation Management

I

Department of Business Administration

Master Thesis
Gaining Competitive Advantage through Customer Satisfaction, Trust and
Confidence in Consideration of the Influence of Green Marketing

Composed by:

Ina Landua
Glaciärvägen 23
80633 Gävle
Personnummer: 820503-T043

Presented to:

Dr. Aihie Osarenkhoe
Jonas Kågström

Handed in:

26th of May 2008

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Abstract
Research Question/Purpose: Due to environmental legislation, economic influences and increasing concern about the environment among the general public, today‟s businesses are becoming more committed to environmental issues. Some enterprises yet have implemented a green strategy. This thesis aims at identifying issues that determine the long-term efficiency of green marketing and how confidence and trust plays a role in order to gain competitive advantage through customer satisfaction and customer retention.
The common denominator of both, CRM and green marketing is the creation of confidence, trust and value for customers. So, focus is laid on measures that lend credibility to companies‟ green marketing by interviewing experts and observing their opinions about green marketing and eco-labeling.
Design/Methodology/Approach: Interviews conducted with company professionals from IKEA and
Konsum Gävleborg and a member of the municipality in Gävle, as well as findings from secondary sources of the company Nestlé were used to investigate the companies‟ ways to respond to environmental concern and how they deal with green issues and ecological responsibility. The interviews provide valuable insights of the success of green marketing depending on the confidence between company and customer.
Findings: By analyzing the results of the interviews with the literature review, the thesis reveals that environmental responsibility and ecological orientation needs to be based upon the entire business strategy of a company and implemented in its core principles in order to deal

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