[pt] O presente estudo busca identificar os fatores que influenciam o engajamento dos consumidores em relacionamentos com varejistas virtuais de modo a aprimorar o e-CRM. Para tanto, utiliza-se um modelo teórico (KIM et al., 2008) para analisar como as experiências dos consumidores, através do valor percebido (crença cognitiva), da satisfação (experiência afetiva) e da confiança (intenção conativa de relacionamento), influenciam seu comprometimento com livrarias virtuais. Procura mensurar ainda três variáveis exógenas que afetam a experiência de compra na internet, referentes à qualidade percebida de produto, de serviço e à equidade de preço percebida. O estudo analisa uma amostra de 303 consumidores de livrarias virtuais de domínio nacional para, através de equações estruturais, identificar as relações entre os construtos do modelo adotado. Ao final da análise, os resultados obtidos demonstram a dificuldade de construção de relacionamentos com o consumidor no segmento analisado. / [en] This study aims to identify the factors influencing the engagement of consumers in virtual relationships with retailers in order to enhance the e-CRM. For this, a theoretical model (KIM et al., 2008) is used to analyze the consumer experiences through perceived value (cognitive beliefs), satisfaction (affective experience) and confidence (conative intention of relationship), influence their commitment to online booksellers. It also seeks to measure three exogenous variables that affect the shopping experience on the internet, the perceived product and service quality and the perceived fairness of price. The study analyzes a sample of 303 consumers of online booksellers national domain, by means of structural equations, identify the relationships between the constructs of the model adopted. After the analysis, the results demonstrate the difficulty of building relationships with the consumer segment analyzed.

Dans notre recherche nous examinons les approches qui permettent de fidéliser les clients. Le marketing relationnel est sollicité, puis le rôle médiateur que joue la valeur perçue sur l’effet fidélisant dans l’approche relationnelle est étudié. Nous prenons pour champ d’étude les dirigeants d’entreprises libanaises, détenteurs de comptes bancaires. Les effets qui découlent de l’orientation relationnelle et du rôle médiateur qu’elle joue sur de ces dirigeants d’entreprises et qui peuvent influer sur leur fidélité sont pris en considération. Nous prenons aussi en compte le fait que le Liban traverse depuis des décennies des crises consécutives, ainsi que l’effet que cela laisse sur les décisions des dirigeants d’entreprises. Nous avons dégagé l’importance du rôle médiateur de la valeur perçue, les effets de la situation de crise, et l’influence des données personnelles des dirigeants d’entreprises sur la fidélisation des clients. Nous proposons dans une étape finale un modèle conceptuel intégrateur qui synthétise tous ces facteurs. Dans une ultime étape nous dégageons les résultats de l’étude et proposons une approche éventuelle pour traiter le problème de fidélisation des dirigeants d’entreprises en ce qui concerne leurs comptes bancaires dans une situation d’instabilité. / In our research we studied the different approaches leading to enhance the loyalty of the consumer. We have scrutinized the relationship marketing and the loyalty effect that can be enhanced by the mediator role of perceived value on the loyalty of the consumer. In our field of study we focused on the leaders of Lebanese enterprises, holding a bank account. We took into consideration the effects of the relationship orientation and the mediator role by which it can have an influence on the fidelity of these leaders. We also took into consideration that, for decades Lebanon has been facing different and consecutive crises, we studied the effects of such a situation upon the decision taking of the leaders of Lebanese enterprises. We showed the importance of the mediator role of the perceived value, the effects of the crises situation, and the influence of the personal data related to these leaders over their decision taking. In a final step we evaluated the results of the study and proposed a possible approach to the problem of loyalty of the enterprises’ leaders in regard of their bank accounts.

Design-driven innovation, focused on the innovation of product meanings, provides a new perspective to better understand the contribution of design to innovation. Additionally, it enables new opportunities for value creation. At small and medium-sized enterprises (SMEs) in the Swedish wood products industry there is a need for such new value creation in order to remain competitive. However, design-driven innovation is not yet common in this context. Furthermore, there is little research on the innovation of product meanings focused on value creation. Therefore, the aim of this research is to explore value creation through design-driven innovation, in the context of SMEs in the Swedish wood products industry. This research addresses what value might be expected from design-driven innovation, as well as what enables and hinders this value creation.  To address the aim, three studies have been conducted which are described in four appended papers. The studies consist of one systematic literature review and two case studies. The findings demonstrate that design-driven innovation contributes to value creation by focusing on product meanings, which intentionally addresses both tangible and intangible needs and therefore increases the perceived value of products. This research identified five facets of design-driven innovation which provide a structure to discuss what enables and hinders value creation. These are: (1) understanding new product meanings, (2) knowledge generation, (3) actors and collaborations, (4) capabilities, and (5) process. The facets can be seen as the origin of both enablers and barriers to value creation through design-driven innovation, depending on how they are addressed. Moreover, this research suggests that whether or not value is created is further influenced by the SMEs, their networks and the context in which they operate.

Background: The slow fashion industry arose as a contraposition to the unsustainable ways of fast fashion, and emphasizes attentive consumption and production. It is characterized by four characteristics - transparency, quality, localism and exclusivity – each described with valuable traits in previous studies. However, current marketing efforts of slow fashion are focused only on two transparency aspects; sustainability and ethics, although previous studies show that these have no influence on consumers consumption choices. Therefore, this study aims to explore which aspects within these four characteristics that are perceived as valuable by consumers, so that a value package model for the consumer perceived valuable aspects of slow fashion can be developed. Purpose: The purpose of this thesis is to develop a new value package model that presents the consumer perceived valuable aspects of slow fashion. Methodology: This exploratory qualitative study was conducted through nine semi-structured interviews with Swedish fashion consumers between the age of 18-26. The participants were selected through convenience sampling, and the interviews resulted in 91 pages of collected data. The data was then analyzed with the help of thematic coding. The findings derived from the study was then used to develop a new value package model; presenting the consumer perceived valuable aspects of slow fashion. Findings: There were six consumer perceived value aspects of slow fashion. These were, in order of highest influence to lowest; classical style, product personality, durability, limited production, security and knowledge. Conclusion: This study contributes with the theoretical implication of a new proposed value package model that displays the customer perceived value aspects of slow fashion. In addition, it provides managerial implications that may help marketers and companies to streamline their marketing efforts of slow fashion.

It was Thomas Babington Macaulay who once stated that “… logicians may reason about abstractions. But the great mass of men must have images”. Recent research on visualization within the manufacturing industry has been focusing around the notion of how to improve performance measures, such as the effectiveness and efficiency of completing a task. Consequently, this led to the dimension of user experience in regard to a visualization becoming relatively neglected. Furthermore, it is mentioned that concepts which are created based on how they are perceived by the customer, have shown to be of significance when creating customer value. Consequently, the purpose of this thesis was to shine light on both of the dimensions of visualization, user performance and user experience, and to study their influence on customer perceived value (CPV) in a business-to-business (B2B) relationship.This thesis was designed as a single case study of a Swedish low-volume, process oriented manufacturing company. Moreover, the case study included two units of analysis, representing current clients involved in two different projects with the company at which the case study was conducted. It is stated that one of the application areas of visualization lies in communication and it can be utilized in order to effectively convey certain information. The information which was in focus in the focal study was the information which is collected during quality control activities performed during the manufacturing process.The findings of the thesis suggest that certain aspects of visualization can have an influence on the functional and emotional dimensions of CPV in a B2B relationship. The conceptually proposed model provides an expanded view on the dimensions of visualization and helps to demonstrate how they stand in relation to the dimensions of CPV, as well as the dimensions used to measure relationship strength in a B2B context. Hereby, the evidence collected during the case study demonstrates that certain relationships between visualization and CPV are suggested to be eminent empirically as well. Thus, suggesting that visualization is an important factor to consider for practitioners in their communication with the customer. / Det var Thomas Babington Macaulay som en gång sa att ”… logiker må resonera kring abstrakta koncept. Den stora massan dock behöver bilder”. Senaste forskningen kring visualisering inom tillverkningsindustrin har fokuserat kring hur man kan utöka användarnas prestanda genom att mäta effektiviteten av nyckeltal så som precisionen av en utfört arbetsuppgift och tiden det tar att utföra uppgiften. Det har således lett till att den andra dimensionen av visualiseringar som syftar på användarnas upplevelse har blivit relativt försummad. Därutöver har det visats att för att skapa värde för kunden bör utvecklaren av ett koncept ha i åtanke hur konceptet uppfattas av kunden. Följaktligen är syftet med det här arbetet att belysa båda aspekterna av visualisering, användarens prestanda och upplevelse, för att studera hur dessa påverkar kundens uppfattade värde (KUV) i ett business-to-business (B2B) förhållande.Examensarbetet var upplagt som en fallstudie på ett svenskt process-orienterad tillverkningsföretag som producerar i låga volymer. Dessutom inkluderade fallstudien två av företagets klienter som är involverade i två olika pågående projekt med det företaget som var del av fallstudien. Ett utav områden inom vilka visualiseringar kan appliceras ligger inom kommunikation och litteraturen har därutöver påvisat att visualiseringar kan användas för att effektivt förmedla information. Informationen som var i fokus under fallstudien är den information som genereras i samband med kvalitetskontrollsaktiviteterna som genomförs under tillverkningsprocessen.Resultatet av examensarbetet antyder att visualisering kan ha en påverkan på den funktionella och emotionella dimensionen av KUV i ett B2B förhållande. Den teoretiskt föreslagna modellen expanderar dagens perspektiv på båda aspekterna av visualisering samt demonstrerar hur dessa aspekter står i relation till dimensionerna kopplade till KUV. Dessutom visas hur visualisering kan påverka de dimensionerna som används för att mäta relationsstyrka i en B2B miljö. Den empiriska data som samlades in som del av fallstudien hjälpte att antyda att vissa relationer mellan visualisering och KUV även kan fastställas i praktiken. Detta indikerar således att visualisering är en viktig faktor för företag att ta hänsyn till i deras kommunikation med kunden.

Introduction: The focus area of this thesis is on Innovation services and organizations intentions for utilizing innovation services. Innovation services is defined as consultancy services aimed at improving the innovation process, such as innovation training, ideation sessions and innovative workshops. In regard to existing research, the field of innovation services remains rather unexplored. While some studies have conducted research on the impacts of utilizing innovation services, no study has explored the underlying perspectives influencing intention of utilizing innovation services.  Purpose: The purpose of this thesis is to explore the underlying perspectives that influences organisations intention to utilise innovation services. Research Questions: How does the structure of the organisational culture influence the intention for utilising innovation services? Which factors motivate organisations to utilise innovation services? What value do organisations perceive in innovation services? Methodology: In order to answer the purpose and the research question of the thesis, a qualitative research approach was deemed appropriate as the focus of the thesis is to understand the “why” aspect of the utilization of innovation services. Semi-structured interviews were deemed as a suitable data-collection method to gather data from the appropriate sample. Since the purpose of the study is to explore the underlying perspectives that influences organisations intention to utilise innovation services, managers working with innovation were considered a suitable sample group due to their decision-making power on choosing to utilise innovation services or not. Conclusion: The study offers insight as to the underlying perspectives influencing organisations intention of utilising innovation services. The primary influencers were the improvement to the innovation process which could be achieved through the utilisation of innovation services, which could result in a more efficient innovation process, and increase the rate of innovation. Furthermore, the thesis offers insight as to how organisational culture influences intention of utilising innovation services and identifies that the culture within departments working with innovation differs from the overall culture of the organisation.

The phenomenon of Live Video Shopping (LVS) has gained increased attention in recent years. Sinceapproximately 2017, the Chinese market has brought LVSto the attention of the public. In terms of overall market share, LVS was projected to account for roughly 20% of the overalle-commerce volume in Chinauntil 2021. Despite that, within Europe LVS has not seen such rapid growth and seems to be still a neglected domain,both in practice and in academia.Most academic research on LVS has originated in China and took place in an Asian setting. From a European standpoint, these findings can onlyserve as a starting point for further researchdue to cultural differences. Sincemost extant research on the topic of LVS adopted a quantitative research design, we could clearly identify a lack of qualitative studies in a European context. Therefore, our study aims to fill this research gap by investigating European consumersperceived value of LVS and their motivations to engage in it. A qualitative research design is particularly suitable for the exploratory nature of ourresearch. For the collection of data, we conducted three synchronous online focus groups through purposive sampling of European participants. In addition to that, and as a triangulation for our data sources, Pål Burman, the CEO of the LVS provider Zellma, was interviewed. With this we were able to includedifferent perspectives on the topic. It also helped us to increase thevalidityofthemanagerial implications.Usingthematic analysis, we could identify themes that theparticipants associated with the concept of LVS. The findings suggest that the perceived value of LVS for European consumers is not indisputable. Based on the theoretical concept of perceived value,LVS has to solve the trade-off between give and get components. This means that the committed time for attending an LVS stream has to be compensated by certainbenefits, such asdiscounts, enhanced product information, exclusivity of content,or inspiration. By using the theoretical framework of Uses and Gratifications Theory (UGT), we were able to divide the motivations of European consumers to engage in LVS in three types of gratifications: hedonic, utilitarian, and social. As opposed to prior Asian research on the topic, social gratifications only played a minor role forEuropean consumers. Reasons for an interaction between the viewer and the broadcaster were primarily product-related and utilitarian by nature. Engagement for the sake of social motives could not be confirmed. Utilitarian gratifications desired byEuropean consumers were mainly connected to theobtainment of enhanced production information, leading to more informed purchase decisions. Hedonic motivations were for exampleentertainmentand inspiration. When connecting UGT to the TechnologyAcceptance Model (TAM), we have also been able to identify consumers' approachesto LVS as a new technology.Crucial here weretheperceived ease of use and perceived usefulnessof LVS.It was shown that consumers require LVS to be as easy or easier than normal e-commerce shopping is already.LVS would further be perceived as useful if it could provide the viewers with something uniquethat old technologies are not able to provide.Asa new digital phenomenon, itis expected to serve as a complement to physical and online stores. In fact, LVS might not only serve as a platform of sales, but also tocreate long-lasting relationships between a brand and its consumers with consumer engagementas a main desired outcome.

[Introduction] Cooperative banks in France have a major impact on the finance industry and the French economy. The French financial ecosystem differs in comparison with other European countries because of a higher number of cooperative banking groups, which have a dominant market share in the financial industry. With a highly competitive retail banking market frequently described as a commoditized space, customer satisfaction remains the largest competitive advantage for banks. [Research Purpose] Overall, the ambition with this research was to gain a deeper understanding of customer satisfaction in the retail banking market segment. The fundament of this thesis is a theoretical framework that analyzed customer satisfaction for retail clients of cooperative banks. By this, we identified which characteristic of the relationship between customers and their cooperative bank have the highest impact on customer satisfaction. Thus, our research question implied a search to explain an underlying causal relationship between six different variables within Perceived Quality and Perceived Value with customer satisfaction. Perceived Value (PV) included Trust, Employee Competences, and Price Transparency. Perceived Quality (PQ) included Accessibility, Reliability, and Reactivity. [Methodology] By adopting a quantitative approach, we could test, support and rank which variables impact customer satisfaction for cooperative banking clients. The analyzed dataset comprises a total of 21 914 respondents which are customers from 142 cooperative banking branches in France. [Results & Conclusion] From the analysis of the empirical results, we answered our research question by detailing the relationships between perceived quality; perceived value, and customer satisfaction. Finally, our findings indicated that Perceived Quality contributes to customer satisfaction in cooperative banking to a larger extend than Perceived Value. Moreover, the study ranked the importance of each variables impacting customer satisfaction as follow: (1) Accessibility, (2) Employee Competences, (3) Trust, (4) Reliability, (5) Price Transparency, (6) Reactivity.

Objective: The objective of the study is to learn how the customer’s willingness pay after a price increase differs given different product conditions. Specifically, how it differs between high and low involvement products and hedonic and utilitarian products. The objective is also to understand what value drivers it is that affect the customers willingness to pay after a price increase. Methodology approach: An online survey was distributed through social media. The research study was conducted using multiple linear regression and one-way ANOVA using data from 270 participants. Research limitation: The survey used in the study uses scales that have been revised. This means that other important value dimensions that were a part of the original scales have been neglected. Results/conclusion: No significant difference was found between the different product groups. The variables; product quality, service quality were both found to have a positive impact on the outcome variable customer’s willingness to pay after a price increase. The variable transaction cost had on the other hand a negative impact on the outcome variable. Future recommendations: The results of the study indicate that lowering the transaction cost can increase customer’s willingness to pay after a price increase. It also indicates that increasing the product quality and service quality can increase the customer’s willingness to pay after a price increase. Previous research has showed the significant profitability firms can make when they adapt to value-based pricing. Therefore, further studies to investigate the customer’s willingness to pay after a price increase may be of interest.

Generation Z has been in a high-pressure environment for a long time, whether studying or working, and everyone is in a fast-paced attitude of life. The online world, especially video software, is very popular among the Generation Z crowd because these video software can provide fast, convenient, and decompressed content. And when browsing videos, one thing that has to be mentioned is the advertisements. The frequent presence of ads has led to the rapid growth of membership on various platforms. However, YouTube is the most popular video sharing platform in the world. This paper investigates the attitude of the Generation Z user group towards online video ad placement on YouTube. Also, this paper studies and analyzes the value perceptions of Generation Z users. Also, this paper investigates whether users are equally influenced by the experience of ads on similar video software platforms and whether they have common influencing factors. This paper focuses on the impact of three ad delivery methods on Generation Z users' experience, including skippable ads, non-skippable ads, and five-second skippable ads. This paper will use qualitative research methods to conduct one-on-one interviews with respondents to study and analyze the results.