Apesar do valor percebido pelo cliente ser um dos principais determinantes da intenção de compra, lealdade e da satisfação dos clientes, observa-se que não existem modelos abrangentes de sistemas de serviço orientados para a entrega de valor ao cliente. Visando preencher esta lacuna, esta tese teve por objetivo desenvolver um modelo abrangente de sistema de serviço orientado para a entrega de valor ao cliente. Nesse sentido, inicialmente realizou-se uma pesquisa bibliográfica para levantar na teoria de marketing os diversos aspectos relacionados ao projeto e gestão dos sistemas de serviço e identificar modelos de sistemas de serviço focados no cliente desenvolvidos anteriormente. Os resultados da pesquisa bibliográfica forneceram a base para a construção do modelo proposto, o qual se fundamenta na orientação para o mercado, na cultura de serviço e no marketing interno para implementar os seguintes processos, cada qual se constituindo em um subsistema do sistema de serviços: desenvolvimento da orientação para o mercado; desenvolvimento da cultura de serviço; desenvolvimento de inovações; projeto do sistema de serviço; implementação do sistema de serviço; monitoramento do desempenho; desenvolvimento das ações de marketing interno. Para conferir maior robustez ao modelo proposto, considerou-se importante que ele fosse complementado com a visão de empresários do setor de serviços sobre os aspectos relacionados à entrega de valor ao cliente, a qual foi obtida mediante a realização de uma pesquisa empírica de dois estágios. No primeiro estágio realizou-se uma pesquisa descritiva quantitativa para identificar empresas cujos empresários possuíam atitude favorável à adoção do foco no cliente como direcionador-chave para o sucesso nos negócios e dos esforços para aperfeiçoamento do sistema de serviço. De uma amostra de 16 empresas, 4 foram selecionadas como casos a serem estudados no estágio 2. O segundo estágio da pesquisa envolveu a realização de um estudo de caso de caráter exploratório e natureza qualitativa para captar e entender a visão dos empresários das empresas objeto do estudo de caso sobre os diversos aspectos relacionados à entrega de valor ao cliente, o que foi feito através da condução de entrevistas semi-estruturadas. As informações obtidas a partir dessas entrevistas proveram reflexões sobre os aspectos valorizados pelo cliente, as dificuldades relacionadas à entrega de valor ao cliente, as ações para se garantir a entrega de valor ao cliente e o projeto do sistema de serviço visando à entrega de valor ao cliente, as quais foram utilizadas para complementar o modelo construído anteriormente. Por ter sido concebido com base na abordagem sistêmica, o modelo se comporta como um sistema aberto que se relaciona com o ambiente, recebendo elementos dele (fatores motivadores, condicionantes externos e condicionantes internos), processando-os (atividades desempenhadas pelos diversos subsistemas que compõem o sistema de serviços) e devolvendo os elementos processados ao meio (resultados), gerando uma corrente de entradas e saídas, a qual faz com que o sistema opere como uma caixa preta, mas com mecanismos de controle e auto-regulação (feedback) que permitem conduzir e adaptar o processo de transformação de modo a se alcançar o objetivo de se entregar valor aos clientes. O modelo proposto destaca a necessidade de alinhamento entre filosofia, valores, comportamentos, métricas e sistemas a fim de se projetar um sistema de serviço orientado para a entrega de valor ao cliente e a necessidade de uma liderança forte para se implementar o projeto desenvolvido. Espera-se que o modelo proposto contribua para a ampliação do conhecimento sobre os componentes do sistema de serviço, dos relacionamentos entre eles e de como o aperfeiçoamento deles pode contribuir para a entrega de valor ao cliente, constituindo-se, assim, em uma ferramenta eficaz para o projeto e gestão dos sistemas de serviço. / Customer perceived value is one of major antecedents of buying intention, loyalty and customer satisfaction. In spite of it, we observe theres no comprehensive service systems oriented to customer value delivery. For filling this gap, this thesis had the purpose of developing a comprehensive model of service system oriented to customer value delivery. For getting this objective, a bibliographic research focusing marketing theory was conduced for collecting factors related to design and managing of service systems. The results of bibliographic research provided the foundation for building the proposed model, which is based on market orientation, service culture and internal marketing to implement the following processes, which are subsystem of service system: market orientation developing; service culture developing; innovation developing; service system design; service system implementation; performance monitoring; internal marketing developing. For fostering the proposed model, it was complemented with a perspective provide by service sector entrepreneurs about the aspects related to customer value delivery, which was obtained by a two-stage empirical research. The first stage used a descriptive and qualitative research for identifying companies whose entrepreneurs had a positive attitude to customer focus adoption a key-driver for getting success in the business and driving the efforts for service system improvement. From a sample of sixteen companies, four were selected as cases to be studied in the second stage. The Second stage of research involve a exploratory qualitative case study for getting and understanding the perspective of case study companies entrepreneurs about several aspects related to customer value delivery, which was done by conducing semi-structured interviews. These interviews provided insights about the aspects fostered by the customer, difficulties related to customer value delivery, and the design of service system oriented to customer value delivery. These insights were used to complement the proposed model. Because it used systemic approach, the proposed model works as an open system linked to the environment, receiving elements from it (drivers factors and external an internal antecedents) processing these elements (activities executed by the several subsystem of service system) and sending back these processed elements to the environment. This way, the proposed model provides an interrupt flow of entries and outs, which make the system work as a black box with feedback mechanisms that allow conducing and adjusting the transforming process for getting the purpose of customer value delivery. Proposed model highlights the need of aligning between philosophy, values, behaviors, metrics and systems towards designing a service system oriented to customer value delivery and of a strong leadership to implement the system designed. We hope proposed model helps to increase the knowledge about service system components, relationship between the components, and as their improvement can contributes to customer value delivery, working as an effective tool for designing an managing of service system.

by Ng Tou-Kun. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 64). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF FIGURES AND TABLES --- p.vi / ACKNOWLEDGEMENTS --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / What is Calling Number Display Service --- p.1 / Benefits of CND --- p.2 / Disadvantages of CND --- p.4 / Launch of CND Service in Hong Kong --- p.5 / Research Objectives --- p.8 / Scope of Study --- p.8 / Structure of Report --- p.9 / Chapter II. --- LITERATURE REVIEW --- p.10 / Launch of CND Service in Foreign Countries --- p.10 / The Adoption Process --- p.12 / The Diffusion Process --- p.13 / Implications to Marketers --- p.14 / Strategy for Introductory Stage --- p.15 / Market Segmentation --- p.17 / Chapter III. --- RESEARCH METHODOLOGY --- p.19 / Survey Method --- p.19 / Sample Design --- p.20 / Questionnaire Design --- p.20 / Pilot Test --- p.22 / Data Collection --- p.22 / Data Analysis --- p.22 / Chapter IV. --- RESULTS OF SURVEY --- p.23 / Demographic Information --- p.23 / Subscriber Line Information --- p.25 / Classification of Respondents --- p.26 / Awareness of CND Service --- p.27 / People Interested in CND Service --- p.29 / People Intended to Subscribe CND Service --- p.29 / CND Subscribers --- p.30 / Attitude towards CND Service --- p.30 / Attitude towards Hongkong Telecom as Service Provider --- p.32 / Association between Consumer Attitude with Service Adoption --- p.34 / Association between Demographics and Subscriber Usage Information with Service Application --- p.37 / Chapter V. --- CONCLUSION AND RECOMMENDATION --- p.39 / Market Situation --- p.39 / Market Planning --- p.40 / Market Segmentation Strategy --- p.40 / Product Development Strategy --- p.41 / Promotional Strategy --- p.43 / Pricing Strategy --- p.44 / Limitations --- p.44 / Epilogue --- p.47 / APPENDICES --- p.48 / Chapter I. --- Network Service License of Hong Kong Telephone Company : Extracted Clause on Confidentially of Customer Information --- p.48 / Chapter II. --- Questionnaire of Survey --- p.49 / Chapter III. --- Association of CND Benefit Malicious Call Reduction with Service Adoption --- p.57 / Chapter IV --- Association of CND Benefit Warmer Greeting to Friends with Service Adoption --- p.58 / Chapter V. --- Association of Importance of Selective Call Answering with Service Adoption --- p.59 / Chapter VI. --- Association of Importance of Back Calling with Service Adoption --- p.60 / Chapter VII. --- Association of Importance of Warmer Greeting to Friends with Service Adoption --- p.61 / Chapter VIII. --- Association of Importance of Ease of Service Operation with Service Adoption --- p.62 / Chapter IX. --- Association of Education Level with Service Adoption --- p.63 / BIBLIOGRAPHY --- p.64

The main aim of this graduation thesis is a proposal of changes in a marketing strategy in the area of the B2B service marketing, to be specific in the area of special trainings. The theoretical part consists of two chapters. The topic of the first chapter is a process of the strategic marketing. The second chapter describes specifics of the B2B marketing, specifics of the service marketing and theoretical backgrounds of the employee education. The methodical part consists of remaining two chapters. The third chapter focuses on the situational analysis. It consists of an analysis of the external environment, an analysis of an internal environment and a market research. The fourth chapter is based on results of the third chapter. The main aim of the last chapter is to propose a concrete marketing strategy, including a budget proposal.

證券投資信託事業在國內整體的證券金融體系之中，屬於新近興起的行業，發展迄今，不過十三年光景，與英、美等先進國家發展近百年的歷史相比，國內投信事業無論在業者募集行銷管理、政府相關法令訂定乃至投資人對共同基金的基本正確認識等各方面仍有極大的發展空間與尚待改進之處。 　　因此，本文以國內外學者對共同基金行銷策略的相關文獻探討為研究基礎，輔以服務業的行銷策略為立論背景，對我國經營績效卓著之投信業者進行個案訪談，並輔以對投資人之問卷調查，據以歸納出研究結論和相關建議。 　　而本論文之研究結論如下： 　　1. 近年來國內共同基金市場的規模雖有成長，卻仍嫌緩慢，且繼續成長擴大不易，原因如下：國內投資人習慣於自行操作、投資人對「共同基金」認識不足及基金產品太少。 　　2. 決定基金的募集及銷售的因素除報酬率外，尚有品牌形象及顧客關係、顧客服務、買賣的便利與否及手續費的高低等因素。 　　3. 顧客類型及所得高低為投信業者主要的區隔市場變數，而其目標市場則為法人投資者及高所得投資者。 　　4. 業者多定位為顧客的專業投資理財伙伴。 　　5. 產品策略（基金推出的時機）較價格（降低管理費）、促銷（廣告、舉辦說明會等）及通路策略更重要。 　　6. 由於銀行、證券商等通路日漸式微，業者對於自己擁有的通路及銷售力(Salesforce)就更加倚重。 　　7. 新基金推出時期的基金公告性質廣告大於續後公司形象廣告。報紙、直接郵寄之信函及印刷品是最主要的廣告媒體；公共報導亦是業者常用的方式。上Internet作形象及產品廣告成為趨勢。 　　8. 投資人對於投資工具最重視「安全性」（即穩定與保障）、「獲利性」與「瞭解程度」等三項屬性；投資人對共同基金的認知（瞭解）程度不強，不如銀行存款、股票。法人較個人投資者更為理性、穩健，對基金的認知（瞭解）程度也較強。

The purpose of this research aims investigate whether front line personell are brand carriers who can affect the customers brand experience. This present study focuses on commercial fitness centers in Kalmar. Like brands, training is taking part in people’s everyday lives; fitness centers are offering the customer a wider range of group training. This thesis is based on a qualitative approach whereby eight interviews have been carried out with two members of the board and six employees of the front line. Additionally, this thesis is also based on three focus groups with four customers, representing the majority of each fitness centers. The research findings highlight that the front line employees are very important as they are seen as the brand; therefore the front line employee’s personality and behaviour will influence the customer’s view of the brand. The knowledge of the front line employee’s is crucial and it is of high importance. Communication between the board and the front line employees are important and the board needs to make sure that all information is provided.

Under the four forces of opening up of domestic telecommunication market, breakthroughs in information and communication technology, changes in consumer demand, and supplier¡¦s race for economic efficiency, industry structures have transformed. What used to be three distinct industries of divergent directions of development ¡V network service (computers), telecommunication (telephones) and cable television (television), are interacting. The market is growing rapidly with combined digital flow of the three industries. Broadband internet played a key role in such transformation. ADSL broadband internet service has prospered in recent years. As the internet population approach maturity, the market has changed focus from quantity to quality. There are two major challenges to fixed network internet service providers are: To increase market share by attracting more customers to its service base, and retain customers to minimize loss of customers. Telecommunication service providers attract new customers by offering special prices with gifts, they retain customers by elevating switching cost and long term contracts. But the result of price-cutting competition was erosion of profit margin. Customer loyalty is also swayed by low prices met by competitors. Under such intense competitive environment, service providers are actively developing digital content and making investment in fiber optic broadband to mitigate loss. It is hoped that richer internet content and faster speed broadband can attract more customers and increase customer revenue contribution. The subject of this study are ADSL broadband internet users in the greater Kaohsiung area, the regions surveyed include Kaohsiung County and Kaohsiung City. A questionnaire was used as the data collection tool. The survey was conducted on a convenient sample. Data was analyzed using SPSS statistical software. The influence of customer¡¦s expected future benefits, overall customer satisfaction and marketing strategies on customer retention were investigated. Furthermore, the interaction effects were also reviewed. The results of the study are: I.The most important factor in influencing customer retention is overall customer satisfaction, followed by marketing strategy and customer¡¦s expected future use. Further results are derived from analysis: 1.Overall customer satisfaction, customer¡¦s expected future use and marketing strategy showed significant positive influence on customer retention. 2.The influence of overall customer satisfaction, customer¡¦s expected future use and marketing strategy on customer retention vary in strength. 3.Marketing strategy showed significant positive influence on overall customer satisfaction and customer¡¦s expected future use. 4.With respect to the degree of influence on customer retention, overall customer satisfaction showed greater influence than marketing strategy and customer¡¦s expected future use. II.Customers exhibit high expectations for future use¡C Telecommunication service provider satisfying the following ¡§customer¡¦s expected future use¡¨ will significantly enhance customer retention. 1.Provide value-adding services. 2.Provide more value-adding application content. 3.Offer better prices. 4.Exchange fiber optic with ADSL in the future at free of charge

Tourism as one of the biggest industries in the world has been changing continuously and rapidly. The publishing of the Brundtland Report in 1987 has accelerated the discussion about combining economic, social and environmental factors – the so-called triple-bottom line – in order to secure long-term sustainable living conditions on a finite planet for both business and society. This has lead to occurring pressure from different stakeholder groups as for example policy makers or non-governmental organizations (NGO’s) urging for more sustainable business practise within the industry whereas one important pressure group appears to be missing out in this context: the customers of mass tourism products and therefore the demand side within the economic equation. Tourists have been observed to be overall reluctant to pay price premiums for more sustainable travel alternatives and seem to “take vacation” from their everyday green behaviour. Hence at the current point of time eco-tourism appears to be a market niche in which mainly small-scale providers and NGO’s like Nature’s Best in Sweden operate. However integrating mass tourism into the consideration can be seen as a promising opportunity and from an environmental standpoint an urgent necessity as it can be argued that within an industry of this scale, even small improvements towards more sustainable behaviour bear the potential for a substantial impact. The purpose of this study therefore lies in researching the two marketing tools of brands and eco-labels and the influence they can have individually and in combination on the tourist’s decision making delimitated to the context of charter tourism in Sweden. Through the research of this study it was found that currently no directly applicable theory about the combination of brands and eco-labels seems to exist for marketing neither in general, nor for the tourism industry in particular. This strongly indicates the novelty of the topic of combining brands and eco-labels and points out research opportunities. In order to achieve this purpose, a mixed-method research design was used combining qualitative expert interviews from direct business representatives and a quantitative data collection utilizing the scholarly acknowledged marketing research method of conjoint analysis in one of its most up-to-date forms of an adaptive choice-based conjoint analysis. Theory from different fields of study as consumer behaviour and decision making, branding and eco-labelling as well as sustainability marketing was combined and translated into the new and emerging service category of sustainable tourism. From this a conceptual framework was developed combining the data collection results from the mixed-method approach. This leads to the identification of ways for improving current charter tourism companies’ marketing based on the customers’ current view on utilities within certain aspects of the tourism package. Overall this study therefore contributes to the discussion on how demand for sustainable products evolves and can likely be increased. This is seen as a valuable theoretical, practical and societal contribution as it helps improving tourism companies’ understanding of their customer base and supports offering products/services with an improved perceived individual and societal value for charter tourism companies that aim for a higher degree of sustainability in their objectives.

The purpose with this study is to investigate and analyse how ecotourism is marketed to customers by two Indonesian small- and medium sized ecotourism resorts, focusing on marketing communication. Further, the aim is to clarify how these companies enhances their “eco brand”. This study was based on a qualitative research method with the purpose of creating a deeper understanding for our chosen topic and an inductive approach with deductive features was undertaken. The empirical data were collected through nine interviews with representatives and customers from the two studied companies. All of the interviews were conducted in Indonesia and done face-to face. The results of this research revealed that within marketing communication, digital media and word-of-mouth, have a greater importance for small and medium sized ecotourism resorts. It is also discovered that depending on how resorts operates ecotourism it will determinate how strong their “ecobrand” image. / The Swedish International Development Cooperation Agency

The background to this thesis is found in the growing importance of the marketing concept. The concept has been used frequently in articles in the past few years, in spite of lack of consensus about what it is. To make a contribution to the theoretical field the theories about service marketing and market orientation had to be examined and the relevant factors drawn out to construct a model for describing market orientation in service companies. The theoretical examination resulted in the follo­wing three components that together constitutes the foundation of the marketing concept in service companies: market information, the support system and the customer meeting. The main purpose of this thesis is to describe and analyze the marke­ting concept in service companies. Within this purpose the study also will identify which driving forces and obstacles affects market orientation. To a certain extent the process towards market orientation also is examined. The first analyses of the two insurance companies showed that the de­gree of activity in working with the factors that constituted the marketing concept varied. In general they had worked with approximately the same factors almost in the same way. In so doing they had worked more with some of the conceptual and behavioral factors than with the others. The cases differed from the theoretical frame of reference, as expected. However, the differences were impossible to explain with the component model. New analyses of the empirical data showed other factors that had influenced the market orientation process in the companies. The new factors could be divided into four groups depending on whether they were considered as internal or external factors and whether they were driving forces or obstacles for the process. One original component that proved to be of great importance in the market orientation process was market information. Neither of the insu­rance companies had worked with that component in a systematic way to find out, for example, the customers needs and wants. The study resulted in a more dynamic model of the market orientation process - the cycle model. It visualize the relation between the compo­nents and it also adds on a time perspective to market orientation, since it is supposed to continue over time. / digitalisering@umu

This research paper explores the value co-creating activities from a micro-level healthcare perspective by investigating value co-creation in dental clinics. Previous research on the subject of co-creation of value has directed its focus to higher-level healthcare with advanced illnesses, chronic diseases and complicated processes with many interactions. This research paper expands the theoretical research and provides valuable practical insight for dental clinics by adding a perspective where there is a low level of interaction. Through interviews with dentists and a focus group discussion with patients it is concluded that the co-creating activities of: cooperating, colearning, collating information, integrating networks, providing options, and designing environments, are present on the micro-level healthcare. Furthermore, contrary to existing literature, it is concluded that the co-creation is commonly instigated by the dentist rather than the patient, and that the value co-creation can also be active on a psychological level, and not solely through physical interactions and activities.