I denna studie har endast ett B2B-kontext undersökts och därmed har business-to-consumer (B2C)-kontexten medvetet exkluderats. Ett intressant undersökningsområde hade varit att enbart studera det valda ämnet i ett B2C-kontext. Vidare kan det vara intressant att göra en jämförande undersökning mellan B2B och B2C för att se om det finns skillnader i hur inbound marketing definieras och används beroende på område.
Ett ytterligare förslag är att det hade varit intressant att undersöka studiens ämne ur ett konsumentperspektiv för att forska i huruvida kunder uppfattar strategin och bekräfta om kunderna faktiskt blir lojala utifrån vad teorin förespråkar.
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Bilaga
Intervjuguide
Bakgrundsfakta om företaget
1. Skulle ni kunna berätta lite om företaget, när det grundades, vad ni gör och er bakgrund?
2. Vilken bransch är ni verksamma inom?
3. Är ni ett företag som endast verkar online?
Inbound marketing
4. Vad är inbound marketing för er?
5. Hur länge har ni använt inbound marketing som en strategi, och har ni sett en förbättring i er användning av detta?
6. Har ni sätt någon skillnad nu när ni använder er av inbound marketing i jämförelse med förr när ni inte använde er av denna strategi?
7. Hur använder ni inbound marketing i ert företag?
8. Vad för marknadsföringskanaler i inbound marketing använder ni er av?
9. Inbound marketing handlar om att kunder ska hitta dig. Har ni märkt en skillnad nu när ni använder inbound marketing i jämförelse med innan? Hittar kunden ert företaget lättare nu?
10. Kan ni berätta lite för oss om er CRM-strategi?
11. Hur skapar ni kundrelationer och upprätthåller dessa relationer?
Kundlojalitet
12. Vad gör ni för att få lojala kunder?
13. Vad gör ni för att skapa värde i relationerna med era kunder?
14. Kan ni säga att era kunder känner sig mer speciella när ni använder er av inbound marketing?
Besöksadress: Kristian IV:s väg 3 Postadress: Box 823, 301 18 Halmstad Telefon: 035-16 71 00
E-mail: registrator@hh.se Diana Ometlic
Selena Fridvad