The concept of customer perceived value occupies a prominent position within the strategic agenda of organisations, as firms seek to maximise the value perceived by their customers as arising from their consumption, and to equal or exceed that perceived in relation to competitor propositions. Customer value management is similarly central to the marketing discipline. However, the nature of customer value remains ambiguous and its measurement is typically flawed, due to the poor conceptual foundation upon which previous research endeavours are built. This investigation seeks to address the current poverty of insight regarding the nature and measurement of customer value. The development of a revised conceptual framework synthesises the strengths of previous value conceptualisations while addressing many of their limitations. A multi-dimensional depiction of value arising from customer experience is presented, in which value is conceptualised as arising at both first-order dimension and overall, second-order levels of abstraction. The subsequent operationalisation of this conceptual framework within a two-phase investigation combines qualitative and quantitative methodologies in a study of customer value arising from subscription TV (STV) consumption. Sixty semi-structured interviews with 103 existing STV customers give rise to a multi-dimensional model of value, in which dimensions are categorised as restorative, actualising and hedonic in type, and as arising via individual, reflected or shared modes of perception. The quantitative investigation entails two periods of data collection via questionnaires developed from the qualitative findings, and the gathering of 861 responses, also from existing STV customers. A series of scales with which to measure value dimensions is developed and an index enabling overall perceived value measurement is produced. Contributions to theory of customer value arise in the form of enhanced insights regarding its nature. At the first-order dimension level, the derived dimensions are of specific relevance to the STV industry. However, the empirically derived framework of dimension types and modes of perception has potential applicability in multiple contexts. At the more abstract, second-order level, the findings highlight that value perceptions comprise only a subset of potential dimensions. Evidence is thus presented of the need to consider value at both dimension and overall levels of perception. Contributions to knowledge regarding customer value measurement also arise, as the study produces reliable and valid scales and an index. This latter tool is novel in its formative measurement of value as a second order construct, comprising numerous first-order dimensions of value, rather than quality as incorporated in previously derived measures. This investigation also results in a contribution to theory regarding customer experience through the identification of a series of holistic, discrete, direct and indirect value-generating interactions. Contributions to practice within the STV industry arise as the findings present a solution to the immediate need for enhanced value insight. Contributions to alternative industries are methodological, as this study presents a detailed process through which robust value insight can be derived. Specific methodological recommendations arise in respect of the need for empirically grounded research, an experiential focus and a twostage quantitative methodology.

<p>Title: Strategies for competition – a study of the Swedish contact lenses market.</p><p>Authors: Pernilla AArskog and Annika Lange.</p><p>Background: As a market gets more mature and the competition increases, it is more important for a company to apply the right strategic perspective. There are four fundamental strategic perspectives for a service-oriented business: a core product-, a price-, an image- and a service perspective. This study is a about service management and take its point from the theories from the Nordic School about strategies for competition, customer value, perceived customer quality and customer loyalty.</p><p>Purpose: The main purpose with this study is to analyze and evaluate how the actors at the Swedish market of contact lenses should compete to gain further competitive advantages.</p><p>Method: The study includes four qualitative interviews with two traditional opticians and two Internet based businesses, but also a survey with 106 contact lens users is included.</p><p>Analysis: In the analyse part of this thesis it was concluded that the traditional opticians conception about their customer not agrees with what the customer evaluate as important. Many of the customers have thought about changing their optician, and besides that do not recommend their optician, and can there for not be categorize as loyal customers. The Internet based businesses conception about their customer is more in line with the customer groups about the company and their service. These customers do recommend their optician.</p><p>Result: In the result it can be concluded that the traditional opticians should change to a service perspective as their comprehensive strategic perspective, which means that the relation with the customer is the most important for the company. The Internet bases businesses should continue working from a price perspective since they have huge economy of scales.</p><p>Keywords: Customer value, strategies for competition, perceived customer quality and customer loyalty.</p> / <p>Bakgrund: Allteftersom en marknad mognar och konkurrensen ökar blir det än viktigare för ett företag att välja rätt strategiskt perspektiv. Det finns fyra grundläggande strategiska perspektiv för ett tjänsteföretag, kärnprodukt-, pris-, image- och tjänsteperspektivet. Detta arbete handlar om service management och utgår från den nordiska skolan med teorier kring konkurrensstrategier, kundvärde, kundupplevd kvalitet och kundlojalitet.</p><p>Syfte: Syftet med detta arbete är att analysera och utvärdera hur företag på den svenska kontaktlinsmarknaden bör agera för bli vara konkurrenskraftiga.</p><p>Metod: Undersökningen bygger på fyra kvalitativa intervjuer med två traditionella optiker och två företag verksamma på Internet samt en enkätundersökning där 106 kontaktlinsanvändare medverkade.</p><p>Analys: I analysen framkom att de traditionella optikernas uppfattning om sina kunder inte överensstämmer med vad kunderna uppfattar som viktigt. Många av dessa kunder har funderat på att byta optiker och de rekommenderar heller inte sin optiker, de kan därför inte heller anses lojala. Nätföretagens uppfattning om sina kunder överensstämmer bättre med vad kunderna tycker om företaget och dess service. Dessa kunder rekommenderar sin optiker.</p><p>Resultat: I resultatet framkom att de traditionella optikerna bör ändra till ett tjänsteperspektiv som sitt övergripande strategiska perspektiv som innebär att relationen med kunden sätts i fokus. Nätföretagen bör fortsätta arbeta utifrån ett prisperspektiv eftersom de har stora skalfördelar.</p>

<p><strong>Title:</strong> Volvo Trucks' Customer Value Proposition</p><p><strong>Authors:</strong> Ekaterina Storubleva, Gregor Milosch, Christian Neumann</p><p><strong>Tutor:</strong> Erik Hunter</p><p><strong>Date:</strong> May 2009</p><p><strong>Keywords:</strong></p><p><strong></strong>Volvo Truck Corporation, truck industry, customer value, value drivers, retail strategy, communication, relationship marketing</p><p><strong>Purpose:</strong></p><p><strong></strong>The purpose of this thesis is to evaluate the general composition of Volvo Trucks' customer value proposition in Europe and to examine possible ways of enhancing it using Volvo's retailing strategy as a tool.</p><p><strong>Background:</strong></p><p><strong></strong>The concept of customer value gains more and more importance in modern companies. Firms have to truly understand what their customers expect in order to provide the right products for them.Truck manufacturing is a very cyclical industry, which is why in times of crisis, when trade volumes go down, they need to excel even more in order to maintain good business relations with their customers. Volvo Trucks, one of the world's leading truck producers, has adopted a special retailing strategy, in which it owns strategically important dealerships, in order to improve customer understanding and consequently customer value. This paper discusses in how far they succeed at this.</p><p><strong>Method:</strong></p><p><strong></strong>The authors followed a triangular approach, combining quantitative and qualitative research. The quantitative part was covered by a communication chain study and a value driver study, both developed by the authors. In the qualitative part, each participant answered ten open questions, which were then used for internal consistency checks and contributed additional thoughts.</p><p><strong>Conclusion:</strong></p><p><strong></strong>The Volvo Truck Corporation (VTC), by adapting its retail strategy, realized the importance of establishing long-term customer relationships and generating adequate intelligence about customer needs. The company not only incorporated influential elements of relationship marketing but also strives for sustainable improvements in customer-perceived value. However, some conflicts between the stakeholder groups involved have been discovered. The corporation's core values were found to be in line with customer preferences.</p><p>In essence, it is crucial for Volvo Trucks to implement the ideas of relationship marketing, establish superior communication channels, and to promote a common understanding of customer value.</p>

Šiandieniniame pasaulyje prekės ženklų gausa yra begalinė, ir norint išlikti privalu išsiskirti. Užtikrinti vartotojo suvokiamą vertę yra vienas pagrindinių kiekvienos organizacijos tikslų. Baigiamojo darbo tikslas – sukurti vartotojo suvokiamos prekės ženklo vertės didinimo modelį, remiantis prekės ženklo įvaizdžiu, bei atskleisti kaip tą įvaizdį įtakoja antropomorfizmas. Teorinėje darbo dalyje analizuojama, kaip žmogiškųjų savybių integravimas į prekės ženklą veikia prekės ženklo įvaizdį, ir kaip šis įvaizdis veikia vartotojo suvokiamą vertę. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami atlikto kiekybinių duomenų tyrimo rezultatai, kurie buvo gauti atliekant anketinę apklausą Vytauto didžiojo universitete ir UAB „Jumana“ konferencijų salėje. Projektinėje darbo dalyje suformuotas vartotojo suvokiamos vertės didinimo modelis. Atliktos baigiamojo darbo dalys atskleidžia pagrindinius vartotojo suvokiamos prekės ženklo vertės sudedamuosius elementus, bei išanalizuoja kaip antropomorfinis prekės ženklo įvaizdis juos veikia. / In today’s world, there are abundance of brands, and in order to survive – you must stand out. To guarantee customer - based value is one of main goal to every organization. The main purpose of this paper – prepare customers perceived value improvement model, based on brands image, also to reveal how anthropomorphism affect that brand image. The theoretical part of this paper analyzes how integration of human characteristics affect brand, and how that brand influences customers perceived brand value. The analytical part of this paper presents and analyzes the research results, from the questionnaire, which was made in Vytautas Magnus University and Jumana company. In project part of this paper, the customer perceived value enhancement model is made. All parts of this masters thesis reveal the main elements of customers perceived brands value, and how anthropomorphic brand’s image influence those elements.

Finansiella rådgivare är en yrkesgrupp som ofta beskrivs hamna i en svår position mellan sin arbetsgivare och kunden. Arbetsgivaren kan sätta press på att sälja produkter, medan kunder eftersträvar att få en lämplig rådgivning som är anpassad utifrån kundens förutsättningar. Få studier har studerat hur olika finansiella rådgivare tänker och agerar i en rådgivningssituation mellan de två parterna, samt även hur rådgivarens professionalism påverkar. Vi skapade därför en modell som belyser hur arbetsgivare, professionalism och kundvärde påverkar en finansiell rådgivare. Syftet med denna studie är att skapa förståelse om hur faktorer från arbetsgivaren, professionalism och kundvärde påverkar finansiella rådgivares agerande utifrån rådgivarens olika individuella egenskaper. Teorierna som används i studien är nära relaterade till vad som kan påverka och förklara en finansiell rådgivares agerande. Agentteorin används för att visa på svårigheten i relationen rådgivare har till sina kunder och sin arbetsgivare. Teorin förklarar även hur belöningssystem används för att påverka finansiella rådgivare till att agera enligt arbetsgivarens önskningar. Metoden som användes för att erhålla data var först en förstudie med två intervjuer, som användes för att få information inför skapandet av studiens undersökningsmodell. Därefter användes en kvantitativ metod i form av webbenkäter som skickades ut till 348 finansiella rådgivare, vilka ligger till grund för studiens empiriska data. Slutsatsen visade att det existerar ett samband mellan rådgivare med lite erfarenhet, ung ålder, och till viss del även kvinnor vad gäller att känna sig pressade av arbetsgivaren. Erfarna finansiella rådgivare agerade mer utifrån kundvärde och värderar sin professionalism högre. Framtida forskning kan göra en kvalitativ studie som grundligt undersöker om studiens resultat är samma och utforska om det existerar fler faktorer inom undersökningsmodellen som kan påverka en finansiell rådgivare. / Financial advisors are a profession that is viewed as having a difficult position between their employer and the costumer. This position is a result of the employer wanting the financial advisor to create profitability, meanwhile, the customer on the other hand is looking for advice that is best suited for them. Few studies however, have explored how different financial advisors think and act between these two factors, also professionalism is a factor. We have therefore in this study, created a model that emphasizes key qualities in each factor. The purpose of this study is to create a better understanding about how financial advisors are effected by factors from the employer, their professionalism and costumer value. The theories used in this study are related to what might affect and explain financial advisor's behavior in their working situation. Agency theory is used to show the difficulty for an advisor in the relationship between clients and employers. The reward system theory is used to explain how employers can control financial advisors. The method used to obtain data was first through a preliminary study with two interviews. Then we used a quantitative approach in the form of surveys that were sent to 348 financial advisers. This data was then analyzed in SPSS. The conclusion shows that there is a link between advisors with little experience, young age, and to some extent gender to feel pressured by their employer. Experienced financial advisors acted more towards customer value and value their professionalism higher. Future research can make a qualitative study about the same subject, but explore it more in detail and examine if there are new factors that can exist in the model. They can also investigate if a qualitative study will result in the same as our study.

Denna rapport omfattar en fallstudie på ett företag som producerar tryckta textiletiketter tillföretag inom textilbranschen. Företaget har idag vissa problem med ledtiden till kund. Därförvill de effektivisera produktionen och samtidigt skapa förutsättningar för en eventuellframtida expansion. Syftet med studien är således att finna metoder och verktyg som kananvändas för att förbättra materialflödet och förkorta genomloppstiden hos fallföretaget ochandra företag verksamma i liknande kontext.En produkts värde definieras normalt som det pris en kund är villig att betala för produkten.För ett tillverkande företag är det inte bara viktigt att producera rätt saker, d.v.s. produktersom marknaden efterfrågar, utan det är också viktigt att tillverka dessa produkter på “rätt sätt”genom att uppnå en så effektiv produktförädlingsprocess som möjligt. Förhållandet mellankundvärde och produktionskostnad är centralt för ett företags lönsamhet. Således är det viktigtatt som företag sträva efter att minimera de ineffektiviteter i produktionsprocessen som intetillför ökat värde till kunden.De empiriska studier som utfördes på fallföretaget kombinerat med den teoretiskareferensramen utgjorde kärnan för efterföljande analys och diskussion vilken användes för attbesvara syftet. Slutsatsen drogs att anpassade principer av Lean Production och Theory ofConstraints kan användas för att effektivisera materialflödet i den undersökta kontexten. Debesparingar som hade kunnat göras består främst av reducerat antal produkter i arbete.Därmed kan den totala genomloppstiden reduceras för produkterna. / AbstractThis report is based on a case study of a company whose production consists of textile labelsfor companies in the textile industry. The case company is facing problems with its lead timeto customers. Therefore, the company seeks ways to make their business more efficient whilecreating a stable foundation for future expansion. Thus, the purpose with this thesis is to findout which tools and methods that can be used to shorten the total throughput times for the casecompany as well as other companies operating within the examined context.The value of a product is normally defined as the price that a customer is willing to pay for it.For a manufacturing company, it’s not only important to produce the “right” goods, i.e. goodswith a high market demand. It’s also important to produce said goods “the right way” byachieving the most efficient product transformation process. The relationship betweencustomer value and total production cost is crucial in order to achieve high profit. Thus, it isimportant that companies work actively to minimize the inefficiencies that doesn’t contributeto adding customer value.The empirical study that was carried out, combined with the scientific framework, laid thefoundation for the subsequent analysis and discussion. This, in turn, was used to reach thepurpose of the study. The conclusion was that adapted Lean Production and Theory ofConstraints principles can be used to streamline the flow of materials within the examinedcontext. The proposed savings is mostly in the form of reduced work-in-process inventory,which shortens the total throughput time accordingly.

The purpose with this study is to enhance the understanding of how a companies in the ICT industry can increase customer value in the new environment enabled by 5G. Furthermore, the study concretizes the interactions and experiences between different actors on the market, with focus on the subjective values, or as we call them, the non-functional differentiators. To be able to fulfil the purpose, the study explored the routines regarding the non-functional differentiators in the environment of 5G. In order to conduct this study, an exploratory research with an inductive qualitative approach was used. A single case-study design was chosen on the company of Ericsson. In total 25 interviews were held within five different business areas at Ericsson. The interviews were of semi-structured character and the data was analysed through a thematic analysis. The findings from the study revealed five different themes. The first two represent the new ecosystem with the key actors and the new environment. The next two themes illustrate the most important routines in this new environment. Lastly, the findings present the importance of relationship experience and which of the non-functional differentiators that has the most impact. The study has enhanced the understanding of how customer value could be increased by identifying the routines of the interactions between different actors and how they should be acclimatized in the new environment. This study contributes to the literature regarding the environment of the ecosystem, the routines of the co-creation process and experiences of the relationship in it. Furthermore, the study concretizes the routines in the co-creation process which will assist the managers in their work of generating customer value. However, the study is limited due its single case-study were only one of the key-actors was investigated. A suggestion for future research is to do a multi-case study, which includes the perspectives of not just one key-actor, but the other key-actors as well, i.e. Ericsson’s customers. An approach like this could validate our findings and thereby ensure the findings transferability.

Made available in DSpace on 2015-03-05T18:38:00Z (GMT). No. of bitstreams: 0 Previous issue date: 27 / Bolsa para curso e programa de Pós Graduação / A obtenção de informações sobre valor para o cliente torna-se essencial para análise de investimentos atuais e futuros nos serviços/produtos. O propósito deste trabalho é estabelecer uma estrutura de análise de congruência e possíveis trade-offs das perspectivas entre o que é valor para o cliente e a intenção organizacional. A base da proposta refere-se à abordagem da teoria Cadeias Meios-Fim (Chain end-means), a qual estabelece uma estrutura cognitiva relacionando três níveis que variam de elementos concretos para níveis mais abstratos: atributos (Como?), conseqüências de uso (O quê?) e valores (Por que?). Para o presente estudo utilizou-se o método de Escalada (Laddering) o qual também foi operacionalizado em uma fase quantitativa pela adaptação da Técnica de Associação de Padrões (APT) para a construção do Mapa Hierárquico de Valor. A instituição de ensino analisada foi a Universidade do Vale do Rio dos Sinos – Unisinos, através dos seus cursos de MBA’s. Os resultados obtidos evidenciam congruências e i / The acquisition of information on value for the customer becomes essential for the analysis of investments, current and futures in the products. The purpose of this work is to establish a structure of consistency analysis and possible trade-offs between what is value for the customer and for the organizational intention. The base of the proposal refers to the approach of the theory Chain end-means, which establishes a cognitive structure relating three levels that vary from concrete elements to the most abstract levels: attributes (How?), use consequences (What?) and values (Why?). The present study was elaborated using Laddering and in a quantitative phase for the Association Pattern Technique (APT), method for the construction of the Hierarchical Map of Value (HVM). The results presented evidence consistencies and inconsistencies in the three levels of the chain, in the two perspectives and between the two methods. The analysis of those results contributes to possible strategic decision-making in the m

Submitted by Vanessa Nunes (vnunes) on 2015-05-15T19:38:54Z No. of bitstreams: 1 LorenCoelho.pdf: 1873899 bytes, checksum: 19caec533522c6efb969b6bea758d723 (MD5) / Made available in DSpace on 2015-05-15T19:38:54Z (GMT). No. of bitstreams: 1 LorenCoelho.pdf: 1873899 bytes, checksum: 19caec533522c6efb969b6bea758d723 (MD5) Previous issue date: 2013-05-24 / Nenhuma / Com os atuais cenários, de novos perfis de consumidores e a acelerada evolução tecnológica, as redes sociais virtuais passaram a ser utilizadas como uma importante ferramenta de marketing para geração de valor para o cliente. O presente estudo foi desenvolvido para analisar o papel das redes sociais virtuais na geração de valor para o cliente no segmento de máquinas e equipamentos, aprofundando o conhecimento de como elas contribuem na geração de valor para o cliente. Além de estudar quais ferramentas as empresas estudadas utilizam para sua presença, identificar e descrever como elas avaliam os resultados de suas ações nas redes sociais virtuais e, por fim, identificar lacunas e oportunidades para aprimorarem o uso da ferramenta para criação de valor para o cliente. Esta dissertação é um estudo, em casos múltiplos, no segmento de máquinas e equipamentos, onde a coleta dos dados foi através de entrevista semiestruturada, observação direta e pesquisa documental, cujas unidades de análise foram ThyssenKrupp Elevadores, Marcopolo e Stemac. A partir da revisão teórica do tema, desenvolveu-se a análise dos dados e a construção do relatório final. As empresas utilizam diferentes metodologias e recursos para a gestão das redes sociais virtuais. Visualizaram-se nas três unidades de análise alguns fatores considerados fundamentais, tais como qualidade de serviço, segurança e imagem, além da capacidade de resposta, a qual impacta na satisfação e na qualidade percebida dos clientes. Em todas elas, a permanência e crenças favoráveis do cliente, são consideradas vantagens competitivas e abordadas com relevância. Observou-se que as redes sociais virtuais são um novo modelo estratégico para o marketing das organizações, com alto poder de geração de valor. Porém, elas precisam passar por uma transformação cultural, repensar suas diretrizes e estruturas tecnológicas, além de seus processos operacionais. / Taking into account the current scenarios, the new consumer profiles and the increasingly accelerated technological developments, virtual social networks have played a key role as a marketing tool to generate customer value. The present study was developed to analyze the role virtual social networks play in customer-value generation process within the machinery and equipment industry; thereby deepening knowledge of how they contribute in generation customer value. In addition, it brings a study about what tools such companies use for their presence, identifying and describing how they evaluate the results of their actions in virtual social networks. Finally, the present study identifies gaps and opportunities in order to improve the use of this tool for creating customer value. This dissertation is a study in multiple cases, within the machinery and equipment industry and the data collection was carried out through semi-structured interviews, direct observation and documented research. ThyssenKrupp Elevators, Marcopolo and Stemac were the units of analysis. From the theoretical review, the data analysis was developed and a final report was devised. Companies use different methodologies and resources for the management of virtual social networks. In the three units, key factors, such as service quality, safety and image were perceived, in addition to the response capacity, which impacts on quality and customer satisfaction. In all cases, the customer’s favorable dependability and beliefs, are regarded as competitive advantages and approached with relevance. It was observed that virtual social networks are a new strategic model for marketing organizations, with great potential to create value. Nevertheless, they need to undergo a cultural transformation, rethink their guidelines and technological structures, and operational processes.

Submitted by Maicon Juliano Schmidt (maicons) on 2015-07-08T14:56:18Z No. of bitstreams: 1 Henrique Horst da Silva.pdf: 2337183 bytes, checksum: cf073a3f2f72937932fd761ed33e195a (MD5) / Made available in DSpace on 2015-07-08T14:56:18Z (GMT). No. of bitstreams: 1 Henrique Horst da Silva.pdf: 2337183 bytes, checksum: cf073a3f2f72937932fd761ed33e195a (MD5) Previous issue date: 2014-09-24 / Nenhuma / Esta dissertação tem como objetivo aprofundar a relação existente entre o Customer Equity (CE) e o Shareholder Value (SHV) utilizando como base o modelo teórico desenvolvido no artigo Linking Customer and Financial Metrics to Shareholder Value: The Leverage Effect in Customer- Based Valuation. Os Drivers de Valor Internos e Externos das organizações foram acrescentados ao modelo, de modo a explicar as variações no CE, bem como a alocação dos recursos de marketing foi estudada, de modo a maximizar o retorno dos valores investidos. Como resultados, confirmando o trabalho base, o estudo da alocação das despesas de marketing ressaltou a aquisição de clientes como uma estratégia chave para a maximização do CE e, por consequência, no SHV. As despesas de marketing também apresentaram um elevado impacto negativo no SHV, ressaltando a importância do seu correto gerenciamento para as empresas. Neste ponto, os Drivers de Valor mostraram-se uteis, possibilitando a segmentação e a identificação dos clientes mais valiosos para a empresa. / This dissertation aims to study the relationship between the metrics of Customer Equity (CE) and the Shareholder Value (SHV) using as a basis the theoretical model developed in article Linking Customer and Financial Metrics to Shareholder Value: The Leverage Effect in Customer-Based Valuation. Internal and External Drivers of Value of organizations were added to the model in order to explain variations in the CE as well as the allocation of marketing resources was studied in order to maximize the return on invested amounts. As results, the study of the allocation of marketing expenses underscored customer acquisition as a key strategy for maximizing to CE and, consequently, to SHV. Marketing expenses also showed a high negative impact on SHV, emphasizing the importance of their proper management for the companies. At this point, the Drivers of Value proved useful enabling the segmentation and identification of the most valuable customers for the company.