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Kunden har alltid rätt?: En kvalitativ studie om personalstyrning på Apoteket AB
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Sociology.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Sociology.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The customer is always right? : A qualitative study of personnel management at Apoteket AB (English)
Abstract [sv]

Apotekssektorn omreglerades 2009 och Apoteket AB miste genom detta ensamrätten till att sälja läkemedel. En ny konkurrens har för Apoteket AB bidragit till en förändrad situation som inneburit att nya krav ställts både på företaget och på dess personal.

Denna studie syftar till att undersöka Apoteket ABs verksamhet, efter omregleringen av apotekssektorn, med fokus på företagets personalstyrning. Undersökningen riktar sig mot hur företaget vill att deras anställda ska arbeta för att attrahera och behålla kunder. Vidare har ändamålet varit att ta reda på företagets tillvägagångsätt för att implementera detta arbetssätt i verksamheten, samt att ta reda på hur de kontrollerar att det nya arbetssättet bibehålls. För att undersöka detta har datamaterial från sju intervjuer, tre av Apoteket ABs årsredovisningar samt tjugo rekryteringsannonser analyserats.

Studiens teoretiska utgångspunkt är Hochschilds (1983) teori om emotional labor, vilken handlar om hur serviceinriktade organisationer använder sig av medarbetares känslor och emotioner som en resurs. Resultatet i studien visar att Apoteket AB har för avsikt att implementera ett mer kundorienterat arbetssätt, där användningen av emotional labor skulle kunna antas bli alltmer aktuell. Dock tyder delar av datamaterialet på att implementeringen av detta arbetssätt inte har etablerats hos samtliga apotek.

Abstract [en]

In 2009, the pharmacy sector was re-regulated and through that, Apoteket AB lost their monopoly to sell medicine. The new competition has contributed to a changed situation for Apoteket AB, which has led to new requirements on the company and their employees.

This study aims to examine the organization of Apoteket AB, after the re-regulation of the pharmacy sector, focusing on the personnel management of the company. The study concentrates on how the company wants their employees to work to attract and keep customers. The purpose has also been to investigate the company’s approach to implementing this way of working in the organization, and to explore how they control that it is maintained. To examine this, data from seven interviews, three of Apoteket ABs annual reports and twenty recruitment ads have been analyzed.

The theoretical base of this study is Hochschilds (1983) theory of emotional labor, which encompasses how service oriented organizations make use of employees’ feelings and emotions as a resource. The result of the study shows that Apoteket AB intends to implement a more customer oriented approach, where the use of emotional labor could be expected to become more relevant. However, parts of the data suggest that the implementation of this way of working has not fully been established at all of the pharmacies.

Place, publisher, year, edition, pages
2013.
Keyword [en]
personnel management, emotional labor, service work, re-regulation
Keyword [sv]
personalstyrning, emotional labor, servicearbete, omreglering
National Category
Sociology (excluding Social Work, Social Psychology and Social Anthropology)
Identifiers
URN: urn:nbn:se:uu:diva-201315OAI: oai:DiVA.org:uu-201315DiVA: diva2:626752
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-06-10 Created: 2013-06-10 Last updated: 2013-06-10Bibliographically approved

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Citation style
  • apa
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