The art of co-created value in the customer experience: A qualitative study of conference participants.
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
How to create value for customers is a research field in service marketing that has received a lot of attention from researchers. Value is perceived through the consumption and production of the service, why value-in-use has been an important topic in thisthesis. Researchers have emphasized that value can only be created with customers, why they are co-creators of value. A condition for co-creation of value is an interaction. An interaction is described to be between a customer and an organizational function, such as employees. A customer can have several interactions with a company why the whole experience is important to take into consideration, why we have incorporated customer experience in this thesis. The perceived quality of a service interaction is important to consider when evaluating what it is that creates value for customers. We have acknowledged some research gaps when reviewing the existing literature regarding value creation. There is a lack of empirical findings of how service providers cansucceed in service interactions, and what kind of aspects that can harm value creation. Furthermore, value-in-use has been described as context specific. On that notion we have chose to investigate the specific conference service setting. A lot of the proposed models of value creation are just metaphorical and have not been tested empirically. The main purpose of this thesis has thereby been togain deeper knowledge, of how value is created throughout the customer experience. In addition we also have strived to provide managers with inputs on how co-creation can be managed and to provide how value-in-use is perceived by conference customers. In order to answer our purposes, we have applied a qualitative method and furthermore conducted eight semi-structured interviews on conferencecustomers. Through these interviews, three themes was derived, which all provided insights on how to create value for conference customers. From the thematic analysis and the discussion, we conclude certain aspects that service providers can consider during the customer experience, in order to create value. We further conclude that the service provider has the opportunity to prepare prior to the interactions, which enables the co-creation that later takes place.
Place, publisher, year, edition, pages
2015. , 83 p.
IdentifiersURN: urn:nbn:se:umu:diva-106352OAI: oai:DiVA.org:umu-106352DiVA: diva2:841229
Service Management Program