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.

The monetization model Gacha has spread from its country-of-origin Japan and become a global phenomenon. Genshin Impact, a Chinese Gacha game, is currently one of the highest grossing mobile games in the world. Despite its high revenue, Genshin Impact is free to download and play, all purchases in game are voluntary. A question can then be asked: What aspect of Genshin Impact games makes players spend money? This paper aims to answer that question through qualitative interviews with Genshin Impact players and their reasons for paying for in game items. The results show that players chose to spend money on Genshin Impact because they formed emotional attachment to content, and that the enjoyment of the game justified the money they paid. Further research can be conducted on the difference in opinion between players who pay for in game items and players who do not.

The initial idea for this research is based on the gap that I found in my company performance and specifically in the process of value offering and the relationship with customers. The company has recently faced the challenges of a loss of market share and competitive advantage. The aim of this study is to provide a validated value offering constructs for the company. That is, knowing the customers’ needs, value and preferences better; identifying what kind of value the customers are looking for and improving the value offerings of the company in order to raise customers´ satisfaction. Understanding the priority of value offering elements from customers’ perspective, the nature of customer satisfaction and the relationship between the elements of value offering and customers´ satisfaction are the main objectives. The relevant literature and research related to value offering including its elements, value, perceived value and customer satisfaction are reviewed comprehensively. The methodology used is a case study. Both quantitative and qualitative methods are used for collecting and analysing the data. In qualitative phase, 16 customers were selected for in-depth interviews and for quantitative phase 268 customers who all are dentists responded a survey made up of 24 scales. The result showed that the highest significant element is Price value and also it was revealed in which important parts related to value offering and customer satisfaction the company is performing poorly.

In the realm of Artificial Intelligence (AI), Chatbots have become a widely used technology for streamlining the services between organizations and consumers. The present study advances the understanding of human-AI interactions by producing new knowledge on chatbot affordances and customer value creation. While many organizations jumped on the trend and implemented chatbots as a new communication channel, less is known about chatbot affordances and how value creation take place from a consumer perspective. Using affordance concept as a lens this study uncoversnine affordances of banking chatbots and showcase how consumer value is created from these affordances. By undertaking a qualitative research approach, the study conducted semi structured interviews with six banking consumers from three different banks in Sweden to inductively gain rich insights. The results show how consumer value yield and fluctuate with different banking chatbot affordances in the three phases of Affordance Concept; Affordance Perception, Affordance Actualization and Affordance Effects. The study’s contribution is twofold. First, it proposes a conceptual model which includes useful insights to guide researchers towards understanding the consumer value creation from exploring the affordances of banking chatbots. Secondly, the study supports financial institutes to improve chatbot service’s usability and usefulness by incorporating the value creating affordances. Furthermore, the study identified areas for future research which provides a groundwork for researchers seeking to engage with the research area.

Competition among original equipment manufacturers are increasing and firms are looking for new ways to compete without dumping the prices. A growing approach is to move from selling traditional products into solutions with a combination of product and services by offering product service systems (PSS). This can provide business opportunities and strengthen the relationship with existing customers, but to reap the rewards there are both internal and external challenges that the firm needs to overcome, they also need to look at new ways of working to be able to handle the increased complexity of selling solutions. This master thesis has investigated how Xylem should approach servitization from a customer oriented perspective. It also discusses how the incentives and challenges for servitization for customers differ depending on segment and compared to literature. Through a combination of existing literature and qualitative interviews with Xylems customer it has been possible to identify the key components and drivers for when a customer is mature to approach servitization. It has resulted in an alternative list and ways of approaching servitization where the customer characteristics are taken into consideration. The findings from this thesis highlight a number of critical customer characteristics that need to be considered. It shows the importance of understanding a larger part of the customers business model when selling a product service system compared to when selling a product. / Konkurrensen mellan original utrustnings tillverkare tätnar och firmor letar efter nya sätt att tävla utan att dumpa priserna. Ett växande sätt att hantera det är att övergå från att sälja traditionella produkter till att sälja lösningar som består av en kombination av produkter och tjänster genom att erbjuda produkt- och tjänstesystem (PSS). Det här kan erbjuda affärsmöjligheter and stärka kundrelationen, men för att kunna skörda frukterna av detta så måste firman övervinna både interna och externa utmaningar. De behöver även titta på nya sätt att hantera den ökade komplexiteten som kommer med att sälja lösningar. Det här mastersarbetet har undersökt hur Xylem bör närma sig tjänstefiering från ett kundorienterat tilltalssätt. Det diskuterar även hur drivkrafterna och utmaningarna för tjänstefiering varierar beroende på segment and jämfört med litteraturen. Genom en combination av existerande litteratur and kvalitativa intervjuer med Xylems kunder hard et blivit möjligt att identifiera nyckelkomponenter och drivkrafter för när kunderna är mogna nog att närma sig tjänstefiering. Det här har resulterat i en alternativ lista och angreppssätt när det kommer till tjänstefiering där kundprofilen tas med i bejakande. Slutsatsen betonar ett antal kritiska kundegenskaper som behöver ta i åtanke. Den visar också hur viktigt det är att förstå en större del av kundens affärsplan när man säljer ett produkt- och tjänstesystem jämfört med när man säljer en produkt.

Many Chinese students seek an international education and they are often a target for international universities. These universities utilize online platforms for advertising to reach students. Various domestic and international intermediaries join to facilitate this online informing as well. On the market combined of the universities and the intermediaries, the online education search service is one of the most popular witnesses. The purpose of this thesis is to investigate the gap between Chinese students and the existing market, and to express how international online education search services should best approach the market. Key value propositions will also be formulated to detail these international services. The research method in this thesis is qualitative, and based on a case study of an international company in Sweden. This company is active in the online education search service and interested in the Chinese market. The case study comprises a pilot launch in China, as well as qualitative semi-structured interviews with employees within the company and with sample students in China. Two additional expert interviews have been conducted external to the case company, in order to increase the reliability of the study. The analysis of this empirical material in conjunction with the literature leads to my conclusion that Chinese students favor complete resources and integrated information, as well as a combination of online and offline practices. Furthermore, the Business Model Canvas is utilized as a theoretical foundation for investigating relevant elements of the value propositions. Finally, I propose a model of approach in both theoretical and practical formats to guide how international online education search services should approach the Chinese market.

The aim of this research is to explore a need for improving marketing in the small business sector among restaurants. Furthermore, if a potential need was found, starting to dissect how to increase the demand for the need of marketing expertise services through crafting an attractive customer value proposition (CVP). By understanding this, it would allow marketing expertise to have a clearer idea regarding how to attract smaller businesses and increase demand for the needed services. In this way, a new type of market opens up for various types of marketing expertise. The study focuses on finding the smaller restaurants' pains and gains which are needed components of an attractive CVP. The study will also build upon the current knowledge and theory regarding the creation of a VP for smaller businesses, although focused on the restaurant industry. This is done by conducting four separate cases with the help of semi-structured interviews and documentary research. Briefly presented, the results show that the pains and gains which need to be considered for marketing expertise to craft a CVP geared towards attracting small restaurants are; allowing for better positioning which decreases the amount of unsatisfied customers, increasing the restaurants profitability and making them stand out in comparison to their competitors.

I Sverige har vi flera stora idrottsevenemang som var för sig lockar tiotusentals deltagare varje år. Arrangörerna av dessa idrottsevenemang har i uppgift att leva upp till varje deltagares (kunds) förväntningar och tillfredsställa deras behov. Kundvärde är ett centralt begrepp inom både kvalitetsutveckling och marknadsföring och kundvärdeskapande anses vara en viktig framgångsfaktor för alla organisationer. Inte minst i framtiden då konsumenterna allt mer vill vara med och utforma produkterna de köper. Syftet med studien var att uppnå ökad förståelse för kundvärdeskapande inom idrottsevenemang genom att undersöka hur arrangörer arbetar idag och vill arbeta i framtiden för att främja ett högt upplevt kundvärde hos sina deltagare. Empiri samlades in genom fem intervjuer med arrangörer av idrottsevenemang. Analys av datamaterialet visade att arrangörerna som ingick i studien idag använder strategier och aktiviteter inom 12 olika teman med syfte att främja ett högt upplevt kundvärde. Efter analys drogs slutsatsen att arrangörerna idag erbjuder sina deltagare möjlighet till samskapande av kundvärde framförallt genom att tillföra de tre förutsättningarna dialog, riskbedömning och transparens. Inför framtiden identifierades tre områden för fortsatt utveckling och förbättring kring kundvärdeskapande: utökad/differentierad dialog med deltagarna, fler samarbeten och ett tydligt socialt ansvar samt att ge deltagarna mer mandat att vara med och driva utveckling och vara delaktiga i utformningen av evenemangen. / In Sweden we have several major sports events and each of them attracts tens of thousands of participants each year. The organizers of these sporting events have the task of meeting the expectations of each participant (customer) and satisfy their needs. Customer value is a key concept in both Total Quality Management (TQM) and marketing and customer value creation is considered an important success factor for all organizations. Not least in the future when consumers increasingly want to be involved in designing the products they buy. The aim of the study was to achieve increased understanding of customer value creation in sports events by examining how organizers work todayand want to work in the future to promote a high level of customer value for their participants. Data was collected through five interviews with organizers of sports events. Analysis of the data showed that the organizers today use strategies and activities within 12 different themes with the aim of promoting a high level of customer value. A conclusion from the analysis was that organizers today offer their participants the opportunity to co-create customer value by adding the three building blocks dialogue, risk assessment and transparency. For future improvements and continued development in customer value creation three areas were identified: expanded/differentiated dialogue with participants, more collaborations and clear social responsibility and giving participants more mandate to participate in development and participate in the design of the events. / <p>2018-06-27</p>

Customer Value(CV) is a data analytics company experiencing problems presenting the result of their analytics in a satisfiable manner. As a result, they considered the use of a data visualization and business intelligence softwares. The purpose of such softwares are to, amongst other things, virtually represent data in an interactive and perceptible manner to the viewer. There are however a large number of these types of applications on the market, making it hard for companies to find the one that best suits their purposes. CV is one such company, and this report was done on behalf of them with the purpose to identify the software best fitting their specific needs. This was done by conducting case studies on specifically chosen softwares and comparing the results of the studies.The software selection process was based largely on the Magic Quadrant report by Gartner, which contains a general overview of a subset of business intelligence softwares available on the market. The selected softwares were Qlik view, Qlik sense, GoodData, panorama Necto, DataWatch, Tableau and SiSense. The case studies focused mainly on aspects of the softwares that were of interest to CV, namely thesoftwares data importation capabilities, data visualization options, the possibilities of updating the model based on underlying data changes, options available regarded sharing the created presentations and the amount of support offered by the software vendor. Based on the results of the case studies, it was concluded that SiSense was the software that best satisfied the requirements set by CV. / Customer Value(CV) är ett företag som upplever svårigheter med att presentera resultaten av deras dataanalys på ett tillfredsställande sätt. De överväger nu att att använda sig av datavisualisering och Business Intelligence program för att virtuellt representera data på ett interaktivt sätt. Det finns däremot ett stort antal olika typer av sådanna applikationer på marknaden, vilket leder till svårigheter för företag att hitta den som passar dem bäst. CV är ett sådant företag, och detta rapport var skriven på deras begäran med syftet att identifieraden datavisualisations- eller Business Intelligence programmet, som bäst passar deras specifika behov. Detta gjordes med hjälp av en serie fallstudier som utfördes på specifikt valda mjukvaror, för att sedan jämföra resultaten av dessa studier.Valprocessen av dessa mjukvaror var i stora drag baserad på "Magic Quadrant 2015" rapporten av Gartner, som innehåller en generell och överskådlig bild av business intelligence applikationsmarknaden. De applikationer som valdes för evaluering varQlik view, Qlik sense, GoodData, panorama Necto, DataWatch, Tableau och SiSense. Fallstudierna fokuserade främst på aspekter av mjukvaran som var av intresse till CV, nämligen deras dataimportationsförmåga, datavisualiseringsmöjligheter, möjligheter till att uppdatera modellen baserad på ändringar i den underliggande datastrukturen, exporeteringsmöjligheter av de skapade presentationerna och den mängd dokumentation och support som erbjöds av mjukvaroutgivaren. Baserad på resultaten av fallstudierna drogs slutsatsen att SiSense var applikationen som bäst täckte CVs behov.

A rapid development with many innovations has happened in recent years. Nevertheless, more than half of all innovations fail, why it is important to understand the customers: their demand, their needs and their benefits. Hence, the purpose of this study is to develop a value proposition for a high technological product in rain measurement, called Ericsson Weather Data (EWD). Since it is a technology-driven product, it is necessary to understand the potential customers to determine the product's market potential. Therefore, semi-structured interviews have been conducted with potential users in Sweden. The purpose has been to understand how they use rain data, which challenges and improvement opportunities there are with current rain data and which the most prominent value drivers are. Our empirical findings show that most of rain data in Sweden is free and published online by public entities. However, the current measurements are one-point measurements, which leads to information losses. This complicates the assessment of rain damages, why there is a great desire for increased spatial resolution. In addition, there is a need for better information regarding local cloudbursts. We have developed a value proposition, matched to the customers’ needs. EWD measures rainfall using the existing mobile network, which is more deployed and achieves a better spatial resolution than the traditional equipment. In addition, EWD measures rain data with an interval of ten seconds, generating tighter (more) information about local cloudbursts. As cloudbursts and spatial resolution were highlighted as the most important factors, a value proposition with resonating focus has been developed, meaning that we focus on these two factors. / En snabb utveckling med många innovationer har skett under senare år. Trots det misslyckas mer än hälften av alla innovationer, varför det blir allt viktigare att förstå kunderna: deras efterfrågan, deras behov och deras nytta. Syftet med det här arbetet är att utveckla ett värdeerbjudande för en högteknologisk produkt inom regnmätning, kallad Ericsson Weather Data (EWD). Då det är en teknikdriven produkt, är det nödvändigt att förstå de potentiella kunderna för att avgöra produktens marknadspotential. Därav har semi-strukturerade intervjuer genomförts med potentiella kunder i Sverige. Syftet har varit att förstå hur de använder regn data, vilka utmaningar och förbättringsmöjligheter de ser med nuvarande regndata och vilka de främsta värdedrivarna är. Våra empiriska resultat visar att majoriteten av den data som används i Sverige är gratis och publiceras online av statliga myndigheter. Dock, är nuvarande mätningar enpunktsmätningar, vilket leder till att information går förlorad. Detta bidrar till svårbedömliga skadevalideringar, varför det råder en stor önskan om en ökad geografisk täckning. Dessutom finns ett behov av bättre information om lokala skyfall. Vi har utvecklat ett erbjudande, utifrån kundernas behov. EWD mäter regn med hjälp av det befintliga mobila nätverket, som är mer utspritt och uppnår därav en bättre geografisk täckning än den traditionella utrustningen. Dessutom mäter EWD regndata med ett intervall på tio sekunder, vilket genererar tätare (mer) information om lokal skyfall. Eftersom skyfall och geografisk täckning lyfts fram som de viktigaste faktorerna, har ett värdeerbjudande med resonating focus utvecklats, vilket innebär att vi fokuserar på dessa två parametrar.