A well-crafted, locally adapted customer value proposition (CVP) can aid businesses in attaining loyal customers. The main purpose of this research is to determine the key value components that should be considered for the development of a CVP, for free-floating car sharing services in the Nordic region. This is done by establishing the relationship between deductively identified value components, perceived value, satisfaction, trust, and loyalty.  A research framework is proposed, where the relationships between the different constructs are hypothesised. Quantitative data is collected from existing car sharing users in the Nordic countries, through a self-administered online questionnaire, distributed through a non-probability sampling method. The empirical data is analysed through multiple regression analysis using the software SPSS, and the extension “PROCESS”, as well as additional analysis techniques to ensure data quality. The research findings indicate that perceived convenience, need fit, and a low service price positively impact both perceived value, as well as satisfaction. Satisfaction shows a stronger, positive effect on loyalty than that of perceived value, yet, loyalty is better explained when both constructs are accounted for. Additionally, trust shows to carry a mediating effect between both satisfaction and loyalty, as well as between perceived value and loyalty. Therefore, firms operating within this context should emphasise the customer needs to provide a service which is perceived as affordable and convenient. Finally, efforts should be taken to reduce uncertainty, and promote trust between the service providers, and their users.

From the perspective of suppliers, this thesis explores what value suppliers can gain from delivering to big-science organizations (BSOs). Inspired by the framework of supplier-perceived value (SPV) by Walter et al. (2001), a new model is developed specifically for the BSO-supplier relationship focusing on the indirect functions, especially in the innovation dimension and the market dimension. Based on a quantitative survey contains 38 big-science suppliers in Sweden, three main findings are identified via the analysis of multiple regression and independent t-test: 1) suppliers are more likely to acquire value from enhanced process-development and promoted influence in the extended customer networks resulting from relationships with BSOs; 2) suppliers with long-term experience working with BSOs are reported to have a higher supplier-perceived value than those in short-term relationships; 3) the mismatch between the performed activities/resources of BSO- supplier relationship and the relatively poor supplier-perceived value. Suppliers are offered with opportunities but meanwhile are largely constrained to benefit from the dyad relationship with a BSO; thereby, the possibility to integrate, transform, and apply the outcome in other spaces of the network beyond the contract with the BSO in the future becomes a critical source of value for suppliers. The implications of this study challenge some prevailing opinions about the value of BSOs and add to our understandings of the supplier-perceived value in BSO-supplier relationships.

Purpose: This study aims to inform readers whether greenwashing in the Chinese electrical appliance market impacts consumers' green purchase intention. Methods: This study uses theory of planned behaviour as the theoretical basis to construct a structural equation model. An online questionnaire survey was conducted on 521 participants. Results: Our analysis shows that greenwashing has indirectly positively correlated with green purchase intention; green attitude and green perceived value play an intermediary role between greenwashing and green purchase intention. Conclusion: This study concluded that in the Chinese electrical appliance market, greenwashing has positively affected green attitudes and green perceived value, then green attitudes and green perceived value positively affected green purchase intention, and green attitudes positively affected green perceived value. Structure: In this study, after the introduction, the model and related proprietary definitions involved in the research are explained, and hypotheses are proposed. Next are the research methods and research results, and then the discussion of the research results. Finally, the possible directions of future research are discussed.

Background: With great developments within technology and internet provision, subscription video on demand (SVoD) has made a remarkable entrance with a competitiveness which has resulted in a shift in the television industry (Noh, 2020). The user pays a monthly fee and gets access to a platform which offers a library of content. The escalated competition among SVoD services (Pennington, 2020) has resulted in businesses to re-evaluate how users and potential users' perceived value of the service and the resulting effects may have on their business. Problem Discussion: Perceived value is seen to be the most critical determinant of willingness-to-pay and whether an individual makes the decision to purchase (Chang, Wang & Yang, 2009; Ulaga & Chacour, 2001). Empirical studies that focus on the role of perceived values in the purchase decision in a digital context have been conducted in various fields, such as, freemium services (Hamari, Hanner & Koivisto, 2020) and music streaming (Guerra & Fernandes, 2019) or mixing various streaming apps together (Oyedele & Simpson, 2018). While previous research has studied perceived values’ role in the decision-making process in streaming segments, almost none of them has explored its role specifically in SVoD services. Furthermore, no previous studies have explored the temporal dimension of value, which has shown to be of great importance in technology-based self-services (Heinonen, 2004).   Purpose: This study explores the elements that mostly influence users’ perceived values when making the decision to subscribe to a SVoD service. The purpose is to investigate the market of subscription video on demand services and better understand what users perceive as valuable, as well as how and why these influence their purchasing decision. Building on this understanding, we develop a framework that illuminates the user's decision-making process when subscribing to a SVoD service.  Method: An inductive qualitative case study methodology was adopted, building on semi-structured in-depth interviews with ten SVoD service users. The interviewed users were between the ages of 25-32.  Conclusion: The researchers concluded that users of SVoD services emphasize four perceived values when subscribing, these are: emotional, social, convenience and epistemic. These values were thereafter categorized into perceived immediate and future values of subscription. When an individual is in the process of subscribing, the person weighs the temporal dimensions of perceived immediate and future values towards the price of subscription, which equates in the perceived value. The user will select the service which offers the highest perceived value.

The purpose of this study is to develop a model that tests the impact of attendees' perceived importance of event design on their overall satisfaction of the event. By understanding what attendees' perceive as important and valuable to their overall experience, and thus enhancing their overall experience, researchers, planners, and managers alike will potentially have a tool for assessment and forecasting. Responses were collected from 373 participants who have attended a particular large music and gaming festival. The study found that the perceived value and importance of event design has a significant and positive effect on an event attendee's overall experience. This study has established a scale for planners and designers to implement in other event evaluation circumstances to allow for them to identify their weak links according to their customer base, and then enhance them in order to improve future event growth. / Master of Science

Background: Incorporating microtransactions has become a popular business model for video game publishers as it ultimately provides stability and reduces financial risk. While microtransactions are becoming increasingly prevalent, they do not come without trouble as they have been linked to unfair gameplay advantages and reduced satisfaction with the game. However, understanding and meeting players’ perceived values mean that developers can incorporate microtransactions more effectively and avoid such concerns. Problem: Despite comprehensive research and the consistent recognition of perceived values as having a significant impact on the propensity to purchase microtransactions, the existing literature has yielded inconclusive results regarding the precise extent of their influence. Furthermore, the current body of literature has mainly focused on multiplayer games which differ greatly in their nature compared with single-player games, meaning that these findings do not necessarily apply in a single-player environment. Thus, very little is known about what happens when the social element is absent in the game and more research is needed on single-player games to understand this impact, where perceptions can be explored in another setting yielding potentially different results. Purpose: The research seeks to examine the influence of social elements on players’ attitudes toward purchasing microtransactions and build a theoretical framework. With the absence of research on single-player games and the distinction to multiplayer modes, emergent findings will elaborate adjacent theories on microtransactional gaming and provide an increasingly nuanced understanding of the topic. Research Question: How does the social element of gaming impact players’ willingness to purchase microtransactions? Method: Ontology – Interpretivism; Epistemology – Social Constructionism; Methodology – Inductive Exploratory Multiple Case Study; Data Collection – 10 Semi-structured Interviews; Interview Technique – Laddering Technique; Sampling –Purposeful Sampling and Snowball Sampling; Data Analysis – Thematic Content Analysis. Conclusion: The present study provides evidence of four distinct perceived values, namely self-expression, emotional, convenience, and social, which exert influence on players' willingness to purchase microtransactions. Notably, the social aspects within the gaming environment were found to differentially impact each of these values. Furthermore, these perceived values were found to possess a temporal dimension, indicating whether the anticipated benefits would be realized immediately, in the future, or both. To determine the overall perceived value and purchase intent, players assess the expected benefits of perceived immediate and future value relative to the purchase's associated costs and perceived social risks.

Background - Multiple studies within different industries have shown that the majority of innovations adopted by organizations partly or completely fail, in the critical stage between the decision to use the innovation and its routinization. In the pursuit of understanding what makes innovation implementation fail or succeed, previous research has examined innovation implementation as a rather static process within single dimensions. We therefore still know little about what is beyond the implementation other than routine use, meaning that other outcomes have been overlooked. Purpose - Expanding on the dynamic view within innovation implementation literature beyond routine use by exploring how and why unintended outcomes form. Methodology - Inductive, qualitative methodology based on a single case study at Saab AB. Data were collected through a total of 13 unstructured and semistructured in-depth interviews to map the implementation process of Model Based Definition (MBD). Findings - By understanding innovation implementation as a dynamic process of mutual adaptation we found that when an organization implements an innovation, unintended outcomes may arise from Unreasonable expectations, Obstructed adaptation, Underestimated need for adaptation, One-way adaptation and Over adaptation. Our research has thereby highlighted the importance to not only consider if but also how an innovation is implemented.

The aim of the current study was to reconstruct the sport venue quality dimensionsas an autonomous quality with a utilitarian perspective and examine the impact on spectators’ perceived risk, price perception, and sustained consumption intentions. Venues for National Basketball Association (NBA) and Major League Baseball (MLB) games that mostly represent indoor and outdoor sporting facilities were chosen, and subjects were spectators who have experience of attending professional team sport events in sport venues. The study employed an online survey for data collection, and a total of 595 samples were utilized for data analyses. The data set was randomly split into two halves for a principal component analysis and a confirmatory factor analysis, respectively. Results of the PCA generated 11 factors for venue quality including seating comfort, facility aesthetics, layout accessibility, safety, cleanliness, seating view, space allocation, facility system, electronic device, parking, and signage. The reliability and validity of the measurement model were also confirmed. In the structural model analyses, venue quality was found to be significantly associated with perceived value, perceived risk, and sustained consumption intentions. The relationships among perceived value, perceived risk, and sustained consumption intentions were also positively significant. The mediating effects of perceived value and perceived risk were found in the relationship between venue quality and sustained consumption intentions. The findings of the current research will contribute to the sport management literature by providing meaningful insights on capturing the essence of sport venue quality, based on an autonomous quality, and how it affects spectators’ price perception, alleviates perceived risk, and leads to sustained consumption intentions.

Background: Customers find great psychological satisfaction and pleasure when shopping. Customer satisfaction is crucial for a business's success, and increasing it will strengthenfinancial performance and competitiveness. Offline shopping still dominates the customersindustry, although customers are increasingly choosing online shopping as a result offast-growing technological developments in society. However, physical experiences shouldnot be left behind due to customer’s satisfaction from the instant gratification they desire. Purpose: The purpose of this paper is to explain how customer perceived value, customerexpectations, and touch experience have an impact on customer satisfaction in an offlineshopping context. Methodology: This research is conducted through a deductive and quantitative approach,which has an explanatory aim. Three hypotheses have been deducted from theoreticalconcepts found from previous research. The data collection method was collected through aninternet-based, self-completion questionnaire, to see if the hypotheses were supported or not.A total of 105 respondents participated in the study. Findings: The findings indicate that customer perceived value H1, which explains a positiveimpact on customer satisfaction in the context of offline shopping, cannot be supported due tostatistical insignificance. Customer expectation, as presented through H2, and touchexperience, as presented through H3, were found to have a statistically significant andpositive impact on customer satisfaction. The conceptual model was revised in this studybased on the new findings, retaining the acceptable assumptions as the new model. Conclusion: In offline shopping, the positive impact of customer expectation on customersatisfaction is the most obvious, followed by the touch experience. Customer perceived valuehas no positive impact on customer satisfaction, and the reason for this situation may be thatthe perceived value of customers differs among different consumption levels.

<p>  </p> <p>The purpose of the present study was to investigate the influence of purchasing purposes and country of origin on consumer’s purchasing intentions for sparkling wine, considering the effect of consumer’s value perceptions on the product. Two study populations were investigated: general U.S. wine consumers and self-identified food and beverage practitioners. It was found that for the general U.S. wine consumers, buying wine for gift giving or self-gifting would result in different purchasing intention and perceived emotional-social value, but Country of Origin (e.g., French Champagne or U.S. Sparkling Wine) did not result in any differences in purchasing intentions or perceived values. The practitioner group did not note any significant differences  between scenarios given the purchasing purposes and country of origin on their purchasing intentions and perceived values. Correlations of perceived emotional-social value, perceived price value and purchasing intention were found. Several practical and theoretical implications were presented. </p>