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.

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2018-09-21T15:03:56Z No. of bitstreams: 1 Fabiano Mattana_.pdf: 3816938 bytes, checksum: e533a5d2119b0afeba12f4cbf525b176 (MD5) / Made available in DSpace on 2018-09-21T15:03:56Z (GMT). No. of bitstreams: 1 Fabiano Mattana_.pdf: 3816938 bytes, checksum: e533a5d2119b0afeba12f4cbf525b176 (MD5) Previous issue date: 2018-04-11 / Nenhuma / Este estudo procurou atender ao objetivo geral de mensurar o nível de satisfação com o modelo de relacionamento digital dos clientes dos Escritórios de Negócios Exclusivos do Banco do Brasil situados no Rio Grande do Sul. O estudo de caso foi realizado em uma das maiores instituições financeiras brasileiras e mundiais. Conforme a estratégia corporativa do Banco do Brasil, a empresa realizou uma reestruturação no modelo de relacionamento com clientes, em implementação desde 2015, criando novas estruturas de atendimento específicas para determinados segmentos, dentre eles os escritórios exclusivos. A pesquisa teve uma etapa qualitativa, com uma análise documental interna da instituição e a realização de uma entrevista semiestruturada com os gestores dos escritórios, com o intuito de verificar a estratégia e as bases do modelo de negócios, bem como identificar as percepções e as dificuldades encontradas na implantação dessa nova estrutura. A etapa quantitativa foi realizada para mensurar o nível de satisfação dos clientes em relação à qualidade dos serviços prestados pelos escritórios, com aplicação de uma survey eletrônica utilizando como base a Escala Servqual, de Parasuraman, Zeithaml e Berry (1988), que mede a diferença entre as expectativas e a percepção dos clientes em cinco dimensões: tangibilidade, confiabilidade, compreensão, segurança e empatia. Os dados gerados foram tratados com a aplicação de análises estatísticas multivariadas. Os resultados obtidos demonstram que os clientes do Banco do Brasil estão satisfeitos com os serviços oferecidos através do modelo digital e a nova estrutura de negócios, no qual lhes é oferecido um atendimento humanizado agregado ao melhor da tecnologia. Percebeu-se, também, que o “mundo digital” provavelmente não substituirá o “mundo físico”, eles serão complementares, os escritórios digitais e as agências físicas irão coexistir e que o Banco do Brasil está aprimorando, assim, a entrega da proposta de valor e de uma melhor experiência aos clientes, permitindo rentabilizá-los, satisfazê-los e fidelizá-los. / This study sought to meet general measure goal of measuring the level of satisfaction with the digital relationship model customers of Banco do Brasil Exclusive Business Offices situated in Rio Grande do Sul. The case study was conducted in one of the largest Brazilian and global financial institutions. As the Banco do Brasil corporate strategy, the company conducted a restructuring relationship model with customers, in implementation since 2015, creating new specific service structures for certain segments, among them exclusive offices. Research had a qualitative step analyzing several documents of the institution and internal conducting a semi-structured interview with managers offices, in order to check the strategy and the foundations of business model, as well as identify perceptions and the difficulties encountered in implementing this new structure. Quantitative step was held to measure the level of customer satisfaction to the quality of services provided by offices, with applying an electronic survey using as a base the Servqual Scale of Parasuraman, Zeithaml and Berry (1988), which measures the difference between customers’ expectations and perception in five dimensions: tangibility, reliability, understanding, safety and empathy. The data generated were treated through with the application multivariate statistical analysis. The results show that Banco do Brasil customers are satisfied with the services offered through the digital model and the new business structure, in which they are offered a service humanized household with the best technology. It was noticed, also, that the “digital world” probably won’t replace the “physical world”, they are complementary, digital offices and physical agencies will coexist and that Banco do Brasil is improving, like this, value proposition delivery and customers better experience, allowing monetize them, satisfy them and loyalty them.

Made available in DSpace on 2016-04-25T16:44:38Z (GMT). No. of bitstreams: 1 Paulo de Tarso Barberio.pdf: 1628573 bytes, checksum: 1e556fde0f4352a86f3ad203fbbbef6b (MD5) Previous issue date: 2014-03-19 / In the search for competitive advantage, companies in the service sector begin to look with greater attention to the need for innovation as vital to the survival or even to differentiate within the current business landscape. The ability or competence to innovate has become an essential ingredient of the current dynamics of the business segment. Innovation in services is a real phenomenon and is integrated into the services used in everyday people from using mobile internet to the hiring of distance learning. It is no different in medical diagnostic imaging services in Brazil, where companies seek to improve the perception of customers regarding services through new and innovative processes. In this context, the aim of the study was to investigate ways and alternatives for small and medium companies in the medical services diagnostic imaging industry create value from the perpective of customers, providing unique solutions and innovative services. The literature review included the historical evolution of diagnostic medicine, as well as the development of the medical equipment market. Regarding innovation, the study reviewed general aspects of the subject, and then the phenomenon of innovation in services, in particular, the main modes of innovation proposed by Gallouj and Weinstein (1997). The literature considered allows a better view of the possibilities of implementing innovative processes within organizations, as well as widen the debate about what can be considered innovation in services. Thus, the case study, in that it analyzes the entire process of implementing new services, it seems feasible as research into alternative implementation and understanding of the main obstacles commonly found for making changes in organizational culture / Na busca por vantagem competitiva, as empresas do segmento de serviços começam a olhar com maior atenção para a necessidade da inovação como elemento vital para a sobrevivência ou mesmo para se diferenciar dentro do atual panorama empresarial. A habilidade ou competência para inovar tornou-se um ingrediente fundamental da dinâmica atual dos negócios no segmento. A inovação em serviços é um fenômeno real e está integrada nos serviços utilizados no dia a dia das pessoas, desde a utilização de internet móvel até a contratação de ensino a distância. Não é diferente no segmento de serviços médicos de diagnóstico por imagem no Brasil, onde as empresas buscam melhoria na percepção dos clientes em relação aos serviços prestados através de novos e inovadores processos. Nesse contexto, o objetivo do estudo foi investigar alternativas para pequenas e médias empresas do setor de serviços médicos de diagnóstico por imagem criarem valor a partir da perpectiva dos clientes, oferecendo soluções diferenciadas e serviços inovadores. A revisão da literatura contemplou a evolução histórica da medicina diagnóstica, assim como o desenvolvimento do mercado de equipamentos médicos no país. No tocante a Inovação, o estudo revisou aspectos gerais sobre o tema e, posteriormente o fenômeno da inovação em serviços, em especial, os principais modos de inovação propostos por Gallouj e Weinstein (1997). A literatura considerada permite uma melhor visão das possibilidades de implementação de processos inovadores dentro das organizações, bem como amplia o debate sobre o que pode ser considerado inovação em serviços. Dessa forma, o estudo de caso, na medida em que analisa todo processo de implementação de novos serviços, se mostrou viável quanto a investigação de alternativas de implementação e no entendimento dos principais obstáculos comumente encontrados para realização de mudanças na cultura organizacional

Kundlojalitet är ett begrepp som aldrig tycks försvinna ur marknadsföringens ordlistor, kanske eftersom det för många företag är det ultimata marknadsföringsmålet. Den samtida konkurrensen har tack vare globalisering och digitalisering blivit hårdare än någonsin och lojalitet har aldrig varit mer relevant. Men kundlojalitet som forskningsområde är långt ifrån tydligt och enat i sina åsikter, och i det värsta fallet tycks det vara oklart vad lojalitet ens är eller om det kan skapas eller påverkas. Därmed uppfattas ett behov av att närmare undersöka hur kundlojalitet hanteras av företag inom detaljhandel via onlinekanaler, en bransch som har drabbats av en hårdare konkurrens. En kartläggning av forskning kring ämnet förtydligar att kundlojalitet som koncept har studerats, omdefinierats och kritiserats i en stor utsträckning, men att det nu finns en enad syn på kundlojalitet som ett flerdimensionellt koncept bestående av både beteende och attityd. Men detta synsätt har enligt forskning inte översatts väl till praktiken och många av de strategier som tillämpas såsom lojalitetsprogram kritiseras för att inte främja sann lojalitet. Samtidigt har mycket av den forskning som genomförts fokuserat på konsumentsidan och varför det som görs i relation till lojalitet inte fungerar. Denna masteruppsats fortsätter studien av kundlojalitetens praktiska situation genom att med intervjuer undersöka hur detaljhandelsföretag inom onlinehandel tacklar kundlojalitet för att tydligare kartlägga vad som görs och varför. Åtta intervjuer resulterade i ett flertal teman som beskriver hur kundlojaliteten uppfattas och behandlas i praktiken. Resultaten visar att de definitioner, strategier, metoder och mätetal som används inte stämmer överens med den nyare synen på lojalitet som flerdimensionell. Detta har lett till strategier som varken främjar relationer eller lojalitet och som snarare leder till minskade marginaler och uppmuntrar ett ohållbart konsumentbeteende. Resultaten lyfter även fram fem utmaningar inom det praktiska arbetet med kundlojalitet. Dessa kan härledas till ett övergripande problem som bottnar i att kundlojalitet inte behandlas som en ledningsfråga. / Customer loyalty is a term which is seemingly ubiquitous in the proverbial dictionary of marketing, perhaps because it often is considered the ultimate goal of many marketing activities. Thanks to rising globalisation and digitalisation the current competitive landscape has intensified to a point previously unheard of, which renders loyalty more important than ever before. But, as a field of research customer loyalty is quite split in terms of how loyalty should be defined, and it seems uncertain if loyalty even should be seen as something which can be created. With all this uncertainty in mind there would appear to be a need to more closely examine how Customer Loyalty is actively handled by businesses, using the Swedish e-retail market as a point of reference. A mapping of research on the subject clarifies that customer loyalty as a concept has been studied, redefined and criticized to a great extent, but that there now is a unified view of customer loyalty as a multi-dimensional concept consisting of both behaviour and attitude. However, according to research, this approach has not been translated well into practice, a lot of the strategies applied within loyalty programs has been criticized for not encouraging true loyalty. At the same time, much of the research that has been carried out has focused on the consumer perspective and why the loyalty efforts do not work. This master thesis elaborates on the study of the practicals of customer loyalty by conducting interviews with laypeople to determine how Swedish business within online retail deal with the challenge of maintaining loyalty. A total of eight interviews yielded many themes which thoroughly describe how customer loyalty is viewed, defined, measured and dealt with in practice. Our results show that the definitions, strategies, methods and measurements currently used within the field of loyalty management are not up to snuff when compared with the views of academic research, which define customer loyalty as a multidimensional construct. This has lead to strategies which neither favour loyalty nor relationships but rather result in lessening margins while encouraging unsustainable consumer behaviour. The results also highlight five distinct challenges within the practice of loyalty management. These can largely be contributed to the fact that customer loyalty rarely is given the level of attention on a leadership level that it should warrant.

Forskningsfråga:  Vad kan komma att karaktärisera köpcentrum i framtiden? Syfte: Syftet med denna uppsats är att med avseende på såväl nutid som framtid analysera på vilket sätt arbetet inom köpcentrum är inriktat för att stärka varumärket, klargöra sinnenas betydelse för köpcentrum och tydliggöra hur köpcentrum förhåller sig till konkurrensen från olika typer av handelsplatser. Metod: I denna uppsats har en kvalitativ forskningsmetod antagits. Uppsatsen har en abduktiv ansats. Vi har intervjuat sex personer med anknytning till ämnet. Urvalet var ett såkallat bekvämlighetsurval och intervjuerna semistrukturerade. Resultat, slutsatser: Det första syftet besvarades med hjälp av att presentera hur varumärkesbyggandet ser ut för köpcentrum och andra viktiga aspekter till detta. Tydligt är att butiksmixen är av stor betydelse och att köpcentrets identitet stärks genom denna. I övrigt stärks varumärket med hjälp av så väl upplevelser som sinnesmarknadsföring. Sinnenas betydelse för köpcentrum är stor, framförallt i form av synen och färger. Även hörsel spelar stor roll. Vi fann även att det var viktigt med en varsamhet när det kommer till sinnen, att inte stimulera sinnen alltför extremt. I framtiden finns det stor potential för användandet av sinnemarknadsföring, framförallt för att sticka ut på marknaden. Vem som är konkurrenten till köpcentrum beror mycket på vad som finns i närområdet och vad kunden efterfrågar. Det är viktigt att ta vara på de konkurrensfördelar som finns men även att ta till sig av andras konkurrensfördelar då dessa kan vara viktiga även för köpcentrum. Vår forskningsfråga besvarades främst genom multikoncept, att köpcentrum i framtiden kommer att karaktäriseras av att erbjuda allt från läkare till bilmekaniker, det ska vara effektivt. / Shopping centers are not a new phenomenon; even ancient Rome had their shopping centers. Today, the market for shopping centers is larger than ever before and it is constantly growing. In the last couple of years a new competitor emerged on the market, e-commerce. It has been called a threat to shopping centers but could it also be a possibility? During our studies at Linnaeus University we have learned about sensory marketing, customer experiences and branding as a way of distinguishing oneself at the market. Therefore these subjects have become a focus of the thesis. Furthermore, since the establishing process for shopping centers are between six and seven years we have adopted a futuristic perspective. The purpose of the study is to examine and analyze the branding process, the importance of the senses and the competition of shopping centers. The research has a qualitative approach in order to create greater understanding of the subject. Six interviews were conducted with people with knowledge of the subject. The result of the study is mainly focused upon shopping centers becoming multi-concepts in the future, where everything from doctors to grocery stores and auto mechanics can be found.

觀看過去一般台灣連鎖商場事業，在「坪坪計較」的選體模式下，匯聚眾家精品名牌為商場舞台燈之所在。而在創意經濟潮流之下，漸漸的，許多添加了在地智慧與職人精神的在地品牌與新銳設計開始有機會露出於通路商場之中。當商場中的進駐品牌，背後都有他有意思的地方時；當商場越來越不像商場的時候，成為一個文化場域時；當商場內的體驗活動，無形中讓顧客主動的參與度變得更高時，這時候顧客就願意停留在這個地方更久，與這個地方產生連結感，並創造難忘的回憶。 總是聽說「文化是好生意」，而商場如何運用在地創意生活事業家的智慧與成果，以通路力量將這些吸飽風土涵養的微型文創送上舞台呢，更進一步成為台灣對向世界的文化櫥窗呢？而商場更要擁有什麼樣的能耐與經營模式讓顧客感受到在地創意生活的魅力，進而達成其營運價值與目標？故此，本研究由此著眼，主要探討三項研究問題。 一、複合式創意生活商場與進駐品牌之互動特點？ 二、複合式創意生活商場中，其營運組織之特色？ 三、複合創意生活商場與顧客的互動關係？ 為了解複合式創意生活產業，如何運用體驗經濟思維創造在地文化場域，因此選擇以台灣在地生活為商場營運提案之兩家企業：誠品生活松菸店與林百貨，作為個案研究對象。 本研究發現，創意生活商場主要以開發在地創意生活潛力品牌為選題邏輯，也因在地品牌與商場有深刻在地情感連結之下，願意相互配合，而商場透過其空間力「撫育」品牌，也強化未來商場匯聚品牌之力道。在經營面向上，創意生活商場需要結合商場組織與成員之經歷與學習，將知識轉移成為商場經營核心能耐，而最後需要以創意生活商場為互動平台，創造商場、進駐品牌與顧客之互動，例如主題式活動或體驗販售，以體驗共創來為三方帶來價值，而商場群聚有共同體認者，進一步能成為在地美學社群。 / The term “Experience Economy” was first delineated in an article published in 1998 by B. Joseph Pine II and James H. Gilmore, named "The Experience Economy". In it they described the experience economy as the next economy following the agrarian economy, the industrial economy, and the most recent service economy. In the trend of experience economy, or so-called “Creative Economy”, people place a high value on local experience and craftsmanship in shopping mall instead of caring the size of the space solely. On these conditions, the concept of traditional shopping mall has been transformed into “Creative Living Mall.” Creative living mall operates businesses that orchestrate memorable events for their customers, and that memory itself becomes the product — the "experience". In order to understand how to better leverage the value of experience and memory in creative living mall, this study attempts to discuss the dynamics between creative living mall operators and the brands, the interactions with customers, and the organizational management. Two cases investigated in this study are eslite and HAYASHI. This thesis shed lights on the importance and the meaning of co-creation of memories and experiences in creative living mall. Literature review and in-depth interviewing of the one-year long research led to the following conclusions. First, creative living mall and local brands are emotionally connected to achieve co-existence and co-flourishing. Therefore, co-existence can then offers to both malls and brands enormous growth potential. Second, the operating teams of malls come from diverse and extensive related expertise background. These local and cultural working experiences combine to create precious knowledge and know-how, and further build core competence. Last but not least, this study concludes that customers, malls and local brands are the essence of the value creation system. This value system can further create an environment that fosters the formation of aesthetic community.

Automatisering av kundtjänster genom implementering av chatbotar blir allt vanligare för att kunna erbjuda kunder en mer tillgänglig och effektiv service. Vid implementering av chatbotar i kundtjänster lämnas den mänskliga kontrollen och kundens upplevelse delvis över till ett digitalt system, vilket ställer krav på utformning av chatbotars dialoger. Syftet med arbetet är att ta fram en artefakt i form av en chatbot och utveckla dess dialog för en framtida implementation i en kundtjänst. Arbetet ämnar att ta fram designprinciper för utformning och utveckling av chatbotar och deras dialoger i en kundtjänstmiljö. Den forskningsmetod som tillämpades vid utvecklingen av artefakten var Design Science Research Methodology (DSRM). En litteraturstudie genomfördes och data samlades in genom möten samt en intervju med det företag som varit uppdragsgivare till arbetet. Arbetet resulterade i en demosida innehållande en chatbot, samt en sida för administratörer där de har en översikt av chatbotens genomförda interaktioner. Tre designprinciper togs även fram för utveckling av chatbotars dialog inom kundtjänst, vilka blev arbetets bidrag. De slutsatser som identifierades var att en chatbot bör kontrollera att användaren fått svar på sitt kundtjänstärende, en chatbot bör erbjuda mänsklig service vid missförstånd, en chatbot kan inte ersätta mänsklig service fullt ut samt att en chatbot bör ha en strukturerad datainsamling av genomförda interaktioner för att kunna utveckla och förbättra chatbotens dialog. / Automation of customer service through implementation of chatbots is becoming increasingly common in order to provide customers with a more accessible and efficient service. When implementing chatbots in customer services, human control and the customer experience are partially shifted to a digital system, which puts requirement on the chatbot’s dialogue. The purpose of this report is to develop an artifact for a client. The artifact is a web page containing a chatbot. The report aims to develop design principles for development of chatbots and their dialogues in a customer service. The research method used in the development of the artifact was Design Science Research Methodology (DSRM). A literature study was conducted, and data was collected through meetings and an interview with the client. The report resulted in a demo page containing a chatbot and a page for administrators with an overview of saved chats. Three design principles were also formulated for developing chatbots in customer service, which is the contribution of the report. The conclusions identified were that a chatbot should check that the user got the correct answer, a chatbot should offer human service in case of misunderstanding, a chatbot cannot fully replace human service and a chatbot should have a structured data collection of completed interactions for developing and improvement of the chatbot’s dialogue.

Konkurrensen inom detaljhandeln har blivit allt tuffare sedan internets uppkomst vilket har lett till att kunders beteende har börjat förändrats, samtidigt som upplevelsen både på internet och iden fysiska butiken har hamnat alltmer i fokus. En bra användarupplevelse och kundupplevelseär idag en av de viktigaste konkurrensfördelarna ett företag kan ha inom detaljhandeln. Forskning inom detaljhandeln har visat att kunder idag efterfrågar bättre personliga upplevelser vid rätt tidpunkt och plats, vilket smartmobilen potentiellt skulle kunna uppfylla i den fysiskabutiken. Studiens syfte är således att undersöka om upplevelsen i den fysiska butiken potentiellt skulle kunna förbättras av dagens smartmobiler, studien har avgränsats till kläd- och skobutiker. Genom att besvara problemformuleringen kan studien inte endast förhoppningsvis hjälpa dagens fysiska butiker att potentiellt förbättra upplevelsen för sin kunder utan även ge forskningen nya insikter om hur den digital och fysiska världen kan sammanföras i ett. Resultatet av examensarbetet indikerar att smartmobilen kan förbättra upplevelsen för kunden genom attsammanväva den personliga informationen från internet med den fysiska butikens sortiment och layout. / <p>57 s. totalt, inkl. bil.</p>

Purpose: The purpose of this paper is to investigate key success factors of a business model for digitally enhanced and demand driven manufacturing of personalised apparel products. Through the investigation of a questionnaire and two focus group discussions the research outlines the co-creation of customers and the company when personalising an apparel productafter individual requests. Furthermore, it examines the relationship and impacts of service experiences towards the customer journey of value-adding personalisation. Methodology: This study is based on a mixed-method design. The empirical data weregathered through an online questionnaire, which reached out to 183 participants. Furthermore, the data were collected from two focus group discussions with seven students in total. The  discussions were transcribed, coded and analysed using a comparative analysis approach. The main limitations of the research are the limited amount of questionnaire participants and focus groups as well as the focus on personalisation services regarding apparel products. Findings: The findings of the analysis point out that in order to establish a beneficial demand driven business model for the personalisation of apparel products, a company has to adopt factors such as raising awareness, ensure value-adding integration, ideal information sharing, straightforward operation, incorporate customer’s knowledge, customer satisfaction, enablevaluable personalisation as well as consider customer’s emotion. Additionally, the results illustrate that service experiences have an impact on the customer journey of a personalisation. Contribution: This paper contributes to the academia by investigating a framework for ther elationship between a customer journey and the service experiences while co-designing a product with a company. Practical contributions are made by investigating key success factors for digitally enhanced, demand driven manufacturing of personalised apparel products and by giving new insights in the integration of customers when using the service of personalisation. The generated framework and the key success factors can be principle guidelines for entrepreneurs and established businesses as well as for future investigations.

Syftet med denna studie har varit att bidra till ökad medvetenhet, förståelse och kunskap om Co-Creation. Genom att fokusera på flygindustrin som är mycket bekant för författaren är syftet med studien och forskningen att bättre förstå hur flygbolagen ser på samverkan och fördelar eller potentiella nackdelar med att använda Co-Creation för att driva ett mer integrerat samarbete mellan kunderna och leverantörer. Datainsamling har skett genom en blandad metoddesign som fångade både kvantitativ och kvalitativ data. Deltagarna i studien är alla från flygindustrin. Totalt deltog 43 studieobjekt i denna studie. Resultaten illustrerar att det för närvarande finns en begränsad nivå av samverkansaktivitet inom flygindustrin, men de flesta deltagarna bedömer att det finns stora fördelar med Co-Creation. Resultatet indikerar att respondenterna anser att Co-Creation är absolut nödvändigt för att driva innovation, skapa en samarbetsmiljö och ett verktyg för leverantörer att bättre förstå både flygbolagens behov och krav samt passagerarnas behov och krav. Denna studie kommer att gynna både leverantör och flygbolag genom att samarbete och partnerskap kan baseras på gemensamma värderingar, överenskommelser och mål. Resultatet kan ytterligare ses representera leverantörsrelationer mer generellt och därigenom gynna alla som bättre vill förstå hur Co-Creation kan användas för att förbättra och expandera leverantörs- och kundengagemang. / Sammanfattning: The purpose of this study has been to contribute to greater awareness, understanding and knowledge on Co-Creation. By focusing on the aviation supply industry which is very familiar to the author, the aim with the study and research is to better understand how airlines view Co-Creation and the benefits or potential drawbacks of using Co-Creation to drive more integrated collaboration between customers and suppliers. This is a study with data collection utilizing a Mixed Method Design Survey that captured both Quantitative as well as Qualitative information and input. The participants in the study are all from the aviation industry. In total 43 study objects participated in this research. The results illustrate that there is currently only a limited level of Co-Creation activity in the aviation supply industry, however the vast majority of participants’ assess that there are significant benefits with Co-Creation. The result indicate that airline respondents believe that Co-Creation is imperative to drive innovation, create a more collaborative environment and a tool for suppliers to better understand both the airlines needs and requirements as well as the needs and requirements of the airlines passengers. This study will benefit both supplier and airlines by collaborating and partnering can be based on common values, understandings and goals. The result can be further extrapolated to represent supplier customer relationships as a whole and further benefit anyone who would like to better understand how Co-Creation can be used in improving and expanding supplier and customer engagement. / <p>2017-08-16</p>