Purpose – The purpose of this thesis is to explore the capability of Swedish regional public transport authorities (RPTAs) to organize public transport so that it stimulates the intended value creation process needed to increase users’ positive experience. Design/methodology/approach – This thesis utilizes an interpretative research approach. Two empirical studies, resulting in two papers have been used in this thesis. Study I consists of a quantitative Kano questionnaire with 930 respondents. Study II comprises a qualitative study with 11 semi-structured interviews. Both studies have been equally necessary to the results of this thesis. Findings – Public transport is one of the few public services with a mandate to attract users, and therefore, this thesis suggests that Swedish public transport organizations must understand how various services in multiple dimensions affect users’ preferences for public transport. With this understanding, public transport organizations can effectively and efficiently allocate resources and increase the appeal of future public transport. Such a focus demands a deep organizational knowledge and understanding of customer needs and detailed awareness of how the achievement of various requirements affects customers. This thesis shows that organizational structures are based on political comprises rather then the needs to solve coordination challenges and facilitate customers’ value creation. It is further argued that the organizational structures and personal or impersonal information processing mechanisms in Swedish public transport influence the search for information and subsequent organizational learning influencing the RPTAs’ capabilities to include and understand public transport users’ needs. This thesis offers insight into how public organizations, such as Swedish public transport authorities, can make decisions in structural design to learn from customer perceptions and adapt organizational policy accordingly.  In addition, I argue that RPTAs must employ both exploitative and exploratory learning to improve their capabilities and increase their efficiency and effectiveness. This thesis also provides a model to describe these relationships. Originality/value – Unlike previous studies, this thesis shows how organizational structures are decided based on political compromises rather than the need for coordination. This thesis offers insight into how public organizations, such as Swedish public transport authorities, can make decisions in structural design to learn from customer perceptions and adapt organizational policy accordingly. / Public transport is one of the few public services with a mandate to attract users, and therefore, this thesis suggests that Swedish public transport organizations must understand how various services in multiple dimensions affect users’ preferences for public transport. With this understanding, public transport organizations can effectively and efficiently allocate resources and increase the appeal of future public transport. Such an approach requires not only a deep organizational knowledge of customer needs, but also a detailed knowledge of how the achievement of the various demands affects users and their value creation. This thesis further shows that organizational structures are based on political comprises rather then the needs to solve coordination challenges and facilitate customers’ value creation. It is here argued that the organizational structures and personal or impersonal information processing mechanisms in Swedish public transport influence the search for information and subsequent organizational learning influencing the RPTAs’ capabilities to include and understand public transport users’ needs. This thesis offers insight into how public organizations, such as Swedish public transport authorities, can make decisions in structural design to learn from customer perceptions and adapt organizational policy accordingly.

In a fast-changing retail environment, including hard competition and demanding consumers, the customer experience of the purchasing service is crucial to gain a competitive advantage. Since consumers are to some extent moving from offline to online, and from desktop shopping to purchasing clothing in a mobile application, there is a need for investigating consumers expectations of their experience of a mobile application. The existing and performance of attributes and functions determines the satisfaction of the user experience, which is why it is reasonable to investigate expectations concerning attributes. The finding and classification of quality attributes in mobile applications in the fashion industry was the main goal of this thesis. Attributes were found using a qualitative study including 16 interviews, where respondents field tested already existing applications. The reasonability to further investigate these attributes was confirmed by a literature research. After finding 35 relevant attributes, these were investigated and analysed using the Theory of Attractive Quality and a 5-level Kano questionnaire. The analysis was conducted using the Theory of Attractive Quality, classifying attributes according to the Kano chart of evaluation. Further, each attribute was analysed using tools such as better/worse diagrams and self-stated importance values. The classification results from the questionnaire were that “Choose product size” was categorised as Must-Be, “Loading speed” as One-Dimensional, eight quality attributes were combinations of classifications, and 25 were classified as Indifferent. A number of 510 respondents answered the questionnaire. The classification of attributes implies that customers are rather indifferent to attributes during their shopping experience. However, further analysis concludes that even though many attributes are classified as Indifferent, many attributes need to be considered, according to the better/worse values and diagrams, which are useful regarding resource allocation. According to the classification and better/worse diagrams, one can distinguish a difference between genders: male respondents proved to be more indifferent to their shopping experience than females. Analysis of the data also shows a difference between age groups. The two youngest age groups including respondents born in 1990-1994 and 1995-2000, had higher better and worse values, implying that younger people expect more from their shopping user experience. Conclusively, this report resulted in an overview of consumers’ expectations regarding their experience when shopping in a fashion mobile application. The Theory of Attractive Quality is a useful method when measuring perceived and expected quality; however, each investigative occasion demands different method setup, adjusting for specific attribute types, as well as business. Some improvements can be made regarding the Theory of Attractive Quality, increasing the chances of a better result.