Inger Roos

Inger Roos is Associate Professor of Marketing at the Service Research Center at Karlstad University, Sweden and active consultant at I & H Roos Ab Oy. Before joining Karlstad University, Roos was a businesswoman, owning and running a supermarket for 20 years. During this time, through the successful use of customer panels and personnel feedback groups, she was able to develop her practical skills in relationship marketing.

Recently published in

Så når du illojala kunder...


The long-term research project being conducted in cooperation with Telia has generated important knowledge. When it began in 1999 the starting point was that not all factors in relationships are equally relevant to loyalty, which was found to be important knowledge for loyalty-enhancing communication. Today communication based on customer-relationship knowledge is of utmost importance in companies.

Properly CRM

Journal of Marketing

JM published an article on the trigger function in 2005. It is a rare experience for researchers in the Nordic countries to have their work published in this journal.

Gustafsson, Anders, Michael D. Johnson and Inger Roos (2005) “The Effects of Customer Satisfaction, Relationship Commitment Dimensions and Triggers on Customer Retention,” Journal of Marketing, Volume 69, Number 4 (October) CRM Special Section, 210-218.

MSQ published more recently the insight of the importance between knowing the difference between active and passive customers in order to achieve stability in the company databases.

Roos, Inger and Anders Gustafsson (2011), "The Influence of Active and Passive Customer Behaviour on Switching in Customer Relationships", Managing Service Quality (MSQ), Vol. 21 No.5, pp. 448-464. Outstanding Paper Award Winner at the Literati Network Awards for Excellence 2012.

switching behaviour customers

How do you keep your customers loyal?

Companies want to hold on to the customers who are right for them. One strategy they often use is to elicit customer feedback about the service, competiveness and price level. Research shows, however, that direct questions about future behavior are almost impossible to answer. They should therefore be avoided in studies investigating future loyalty. Focusing on sensitivity in customer relationships may offer fruitful glimpses into the future!

Customer Switching Behavior

For many years companies seeking to understand customer relationships have focused on customer satisfaction. It is important, but it only gives a fragmented picture. Customer expression of satisfaction represents the communicative part of the relationship, but leaves out contextual issues such as the impact of competitors and changes in customers’ lives.


Latest project

Book (in swedish): Lojala kunder - Fånga potentialen mellan kundmötena

Att förstå och utveckla sina kundrelationer på bästa sätt är en av företagets viktigaste konkurrensfördelar. Men det är inte bara kundrelationen i sig som ska analyseras och vårdas – en allt viktigare faktor är hur man hanterar tiden mellan kundmötena.



LET-project In the LET-project (Loyalty Enhancing Tool) a tool for companies and organizations to designing a communication that enhances the loyalty amongst customers has been developed. The insight of the difference between active and passive customers in terms of how they perceive and acknowledge their relationships was the start. The psychological literature has frequently pointed out the necessary condition for creating loyalty in terms of knowledge. Today when many service industries have 40 and 50 % passive customers of the total customer base, an activating tool is imperative. The results of the project clearly point to the importance of establishing the communication base in actual behavior. Only when communication includes necessary information for the particular customer it attracts to the customer, and only then the knowledge of the relationship is enhanced and only then the loyalty is increased.

The results from the Let-project made it easier for us to closer understand why some customers are more loyal than other and most important; by using the definition of these customers’ activity it is possible to predict the level of future loyalty. An implication of the results of the project and based on the character difference between active and passive customers, we see a possible entry into “a loyalty-enhancing area” that is most remarkable in the sense that we theoretically have learned how differently customers notice messages and how differently customers take in messages”. Additionally, the results show that communication with customers, Newsletters via Internet; were possible to enhance the attraction with up to 50 % when they were modified according to the logic of the awareness of the active/passive customer differences. Customers in relationships need information in the “rigth” design in order to stay loyal. Without being able to reach the customers through offered information and knowledge, loyalty is doubtfully achieved. The results are therefore remarkable for all kinds of communication. Additionally, also the long-term loyalty was established. Customer with enhanced response rates for the communicated newsletters showed also an encreased bying behavior.