Building upon previous research around value drivers, the purpose for this study was to review what value-drivers the SMEs within the Swedish steel industry find most important in their suppliers and how the industry as a whole can evaluate this information in a value-based selling approach. In today's literature regarding customer perceived value, the focus has been towards service related industries, and mainly within a B2C context. Indicating that there is a need to investigate this aspect further within a B2B setting in other industries than only service related industries. Especially from the customer perspective of SMEs since there is limited research around them and their perceived value in a B2B context. To answer the purpose, this research used a deductive approach applying a previous framework and exploring its application in a new industry. This research was qualitative in design and explorative, interviewing 8 SMEs  operating in the Swedish steel industry. Using semi-structured interviews, transcribing audio recorded data before a thematic analysis was used to interpret the findings. The findings showcased that the SMEs within the Swedish steel industry valued the following attributes regarding their suppliers the most; Reliability, Trust, Product Quality, Price, Solidarity, Responsiveness, Time/Effort/Energy. These value drivers represent the supplier's ability to create long-term and beneficial relationships based on trust, reliability, solidarity and being responsive, as to put in the time and effort needed. Furthermore being able to perform according to their promises with special care towards correct product quality and delivery precision which resulted in becoming a prioritized supplier. Concluded is that the framework used from previous study is in need of adjustments depending on what industry is being explored. Furthermore this study's findings only touch upon the initial relationship building phases of value-based selling. / Baserat på tidigare forskning kring värde attributer var syftet med denna studien att utvärdera SME inom den svenska stålbranschen och sammanställa vilka attribut de värdesätter mest hos deras leverantörer. Samt hur branschen kan använda denna information för att utvärdera värdebaserad försäljning. I dagen litteratur angående kunders upplevda värde ligger fokus på service relaterade industrier inom en B2C kontext. Vilket indikerar att finns utrymme för forsknings kring ett B2B perspektiv inom andra industrier än enbart service relaterad. Speciellt utifrån perspektivet små och medelstora företag (SME), eftersom det finns limiterade studier utifrån kundens upplevda värde från detta segment inom B2B. För att besvara syftet användes ett deduktivt tillvägagångssätt, där tidigare forsknings ramverk kring värde attributer användes för att undersöka dess applicering i en ny kontext och ny marknad. Denna studie var av kvalitativ design och explorativ där åtta stycken SME företag inom den svenska stålbranschen intervjuades. Användandet av semistrukturerade intervjuer genomfördes där materialet transkriberades innan en tematisk analysmetod användes för tolkningen av datan. Resultatet påvisade att företagen värderade följande attributen hos deras leverantörer högst; pålitlighet, trovärdighet, produkt kvalité, pris, solidaritet, lyhördhet samt tid/energi/ansträngning. Dessa värde attribut representerar leverantörernas förmåga att upprätthålla relationer över tid och bygga relationer baserat som grund av pålitlighet, trovärdighet, solidaritet och lyhördhet att anstränga sig inom relationen. Speciell omsorg nämndes för produktkvalité och leveransprecision för att bli en prioriterad leverantör. Studien konkluderar att ramverket som användes från tidigare forskning behöver uppdateras för att matcha vilken industri som studeras. Resultaten av studien behandlar även enbart de initiala faserna av relationsskapande inom värdebaserad försäljning.

The purpose of this study was to evaluate the value differentiation in the polymer industry in South Africa by rating the polymer customers’ experience in this regard. This study is important in the light of increasing polymer competition worldwide. No records of similar studies in this industry in South Africa have been found. As such this study could make a contribution that could spur polymer manufacturers and suppliers in improving their competitive advantage by offering value-added services to enhance the customer experience and, as a result increase customer satisfaction levels. The type of research conducted was a descriptive research applying the quantitative research methodology. The non-probability quota sampling method was employed. The study population consisted of a select group of customers from a South African polymer manufacturer and supplier. A questionnaire was e-mailed to the select group of polymer customers, many of whom purchase polymer locally and abroad. A response rate of 74% was obtained from a sample of 68 customers approached. The survey results show statistically that a positive satisfaction level was attained, but also highlighted some areas where certain value drivers such as company image, supply and distribution, and information lack attention. Polymer suppliers could gain the competitive advantage by focusing on the drivers that many customers value to ensure that customer satisfaction levels are sustained or improved on. More importantly, polymer suppliers should focus on the low scoring satisfaction levels recorded from the survey, from which they could build by enhancing the total value proposition. Limitations of the study were identified. Recommendations for future research were made. / MBA, North-West University, Potchefstroom Campus, 2014

The purpose of this study was to evaluate the value differentiation in the polymer industry in South Africa by rating the polymer customers’ experience in this regard. This study is important in the light of increasing polymer competition worldwide. No records of similar studies in this industry in South Africa have been found. As such this study could make a contribution that could spur polymer manufacturers and suppliers in improving their competitive advantage by offering value-added services to enhance the customer experience and, as a result increase customer satisfaction levels. The type of research conducted was a descriptive research applying the quantitative research methodology. The non-probability quota sampling method was employed. The study population consisted of a select group of customers from a South African polymer manufacturer and supplier. A questionnaire was e-mailed to the select group of polymer customers, many of whom purchase polymer locally and abroad. A response rate of 74% was obtained from a sample of 68 customers approached. The survey results show statistically that a positive satisfaction level was attained, but also highlighted some areas where certain value drivers such as company image, supply and distribution, and information lack attention. Polymer suppliers could gain the competitive advantage by focusing on the drivers that many customers value to ensure that customer satisfaction levels are sustained or improved on. More importantly, polymer suppliers should focus on the low scoring satisfaction levels recorded from the survey, from which they could build by enhancing the total value proposition. Limitations of the study were identified. Recommendations for future research were made. / MBA, North-West University, Potchefstroom Campus, 2014

Most research on place in retailing and marketing examines retail atmospherics, spectacular consumption, third spaces and logistics. This study lies at the confluence of retailing, marketing, and geography, and focuses on the city as the product consumed by its residents. The study seeks to examine the degree to which the retail landscape of a city affects the residents' perceived value of the city, their urban identity, and ultimately, their willingness-to-pay to live there. In order to answer this question, this study utilized mixed research methods consisting of a survey, based on several adapted existing perceived value scales; an urban identity scale; a willingness-to-pay scale; as well as archival geodata used to map the existing and perceived retail landscapes of Tucson and San Francisco–the two cities of interest in this study. These two cities were chosen because they are on opposite ends of a spectrum of US cities that includes cost of living and median income, among other variables. Results show that perceived value of the city and urban identity are very highly correlated and suggest the existence of a new construct. While the retail landscape in Tucson tends to have a positive effect on residents' affective responses to living there, there results are not statistically significant. The relatively low cost of living may play a role in these expectations. Residents accept the existing retail landscape and tend to make do with the options available. In San Francisco, because residents already pay a premium to live there, the retail landscape plays a more statistically significant role in residents' affective responses to living there. These results are important to retailers and marketers because retail expenditures form a large part of the tax revenue a city earns each year. If residents are unhappy with their retail patronage options, they may spend money elsewhere resulting in a decreased tax base from which to run the city.

Within the realm of applications, a relatively new payment form has emerged: called Microtransactions. These small one-time payments (less than 10 Euros) offer an addendum to an existing app, service, or game. Microtransactions have generated a revenue stream largely due to the tech savvy segment of young adults aged 18 to 24, but there hasn’t been significant research from an academic perspective which sheds light on this trend. This issue prompted the research question: Which quantifiable elements of a Microtransaction contribute to a university student’s purchase decision? The phenomenon of Microtransactions has not previously been studied under traditional theories of consumer behavior, which is what the scope of this research provided. The consumer behavior theories selected include: Ego Depletion Theory, Extended Self, and Perceived Value Theory. The selected methodology was a quantitative survey and content analysis. The data collected partially supported Perceived Value Theory, but was unable to validate Ego Depletion and Extended Self as significant influences on purchasing behaviors of Microtransactions among university students. Although the theories were unable to support all our hypotheses, we still concluded with two major findings. First, pricing and functionality are the primary elements of a Microtransaction which university students will consider before purchasing. Second, the Perceived Value Theory’s consumption values of Emotion and Finance are, indeed, consumption values shared among university students.

Background: The e-commerce market has developed and it has become the new marketplace for current manufacturing and service industries. Customers’ behavior on the e-commerce market are changing with this Internet development and the competition is increasing. Customer’s purchase intention on the e-commerce market emerges when the customer compare brands and products in order to decide whether to purchase or not. Achieving e-loyalty is important for e-retailers to be profitable in the long run, which is defined as the customers’ positive attitude towards an e-retailer and results in repeat purchases. The primary antecedents of e-loyalty are e-trust, e-satisfaction and perceived value. Purpose: The purpose of this research is to explain how e-trust, e-satisfaction and perceived value impacts customers intentions to purchase from e-retailer(s). Methodology: This thesis had a quantitative research method and a deductive approach with an explanatory purpose. The research design was cross-sectional. An online questionnaire was used as the data collection method, which gathered 212 answers that passed the qualification question through convenience and snowball sampling. Reliability testing, validity testing and significance testing were used to test the data. A multilinear regression was used to test the hypothesis and analyse the results further. Findings: The original model of this thesis was tested and found insignificant. A new model was tested and found significant. 4,6 % of customers’ purchase intention could be explained to impact e-satisfaction. E-trust was found insignificant and had a negative impact on customers’ purchase intentions. Perceived value had a negative impact on the f-value and was therefore taken out of the regression analysis. Conclusion: The thesis contributes with a new conceptual model for the rejected hypothesis of e-trust impact on purchase intentions and the accepted hypothesis of e-satisfactions impact on purchase intentions. There are managerial implications of this study of how they should focus on e-satisfaction in their business practices, as well putting less focus on e-trust.

Alors que la littérature suggère qu’une entreprise socialement responsable atteint une meilleure performance financière (Margolis et Walsh, 2003), la recherche en marketing n’a pas abouti à un consensus concernant cette relation vertueuse du point de vue du consommateur (Chernev et Blair, 2015). Du fait de l’existence de facteurs de contingence, une entreprise responsable ne serait pas forcément le gage de meilleures offres aux yeux des consommateurs. Cette recherche intègre le mode de gouvernance perçu de l’entreprise comme nouveau facteur de contingence, en distinguant des entreprises capitalistiques et des entreprises coopératives. Une première étude met en avant le rôle modérateur de la gouvernance sur l’attitude implicite des consommateurs en matière de responsabilité sociale de l’entreprise –RSE– et de performance de l’offre : les entreprises coopératives (versus capitalistiques) sont moins (versus plus) associées au fait d’être non socialement responsables et moins (versus plus) associées au fait d’être performantes. Les études 2 (étude qualitative) et 3 (expérimentation) évaluent l’impact de la gouvernance sur l’efficacité des arguments de communication relatifs à la RSE ou à la performance. L’intention d’achat des consommateurs est plus forte lorsqu’un argument de communication RSE est utilisé par une entreprise coopérative comparativement à une entreprise capitalistique. / While the literature suggests that a socially responsible organization achieves better financial performance (Margolis and Walsh, 2003), marketing research has not reached consensus on this virtuous relationship from a consumer perspective (Chernev and Blair, 2015). Due to contingency factors, a socially responsible organization would not necessarily be perceived by consumers as a guarantee to better offerings. This research integrates the organization’s perceived mode of governance as a new contingency factor, distinguishing between stock firms and cooperatives. A first study highlights the moderating role of governance on the implicit attitudes of consumers in terms of corporate social responsibility –CSR– and performance of the offering: cooperatives (versus stock firms) are less (versus more) associated with not being socially responsible and less (versus more) associated with being efficient. Studies 2 (qualitative approach) and 3 (experimental design) evaluate the impact of governance on the effectiveness of CSR-related or performance-related marketing communication arguments. The buying intention of consumers is stronger when a CSR-related marketing communication argument is used by a cooperative as opposed to a stock firm.

O luxo é um setor que tem cada vez mais despertado o interesse de acadêmicos e profissionais de marketing, não só pela importância econômica que representa para alguns países, mas também pela sua tendência de crescimento em mercados emergentes, favorecida pelo aumento da renda disponível e do tamanho da clientela potencial. Especificamente no Brasil, o mercado do luxo tem experimentado um incremento anual significativo e superior ao da economia como um todo. A gestão das empresas atuantes nesse mercado apresenta desafios de particular interesse para os estudiosos e praticantes do marketing, pois os produtos luxuosos possuem elevado grau de valores intangíveis, subjetivos e sociais agregados, que são determinantes para a formação de sua demanda e de uma parcela considerável do preço final. O cenário de crescente competição e internacionalização exige processos gerenciais cada vez mais orientados para o mercado, nos quais análises da concorrência e do perfil dos consumidores são formas de gerar um maior valor percebido pelo cliente. Não obstante, criar e entregar esse valor exige uma clara compreensão de sua natureza e dimensões. Nesse contexto, este trabalho teve por objetivo propor e testar um modelo conceitual integrador para o Valor Percebido pelo Cliente dos produtos de luxo, buscando ampliar o corpo teórico sobre o constructo e fundamentar o desenvolvimento de estratégias de marketing. A partir da análise crítica de modelos propostos por diferentes autores, de reflexões teóricas sobre o conceito do luxo, e com base na opinião de consumidores do setor, foram desenvolvidos o modelo teórico e seus respectivos itens de mensuração, testados e refinados pela técnica de modelagem de equações estruturais PLS-SEM em termos de sua confiabilidade e validade. Os resultados mostraram haver um impacto considerável das duas dimensões dos sacrifícios percebidos (não monetários e monetários) sobre o valor percebido total dos produtos prestigiosos, bem como efeitos menores, porém significativos, das dimensões dos benefícios psicológicos, sociais e intangíveis. Os benefícios tangíveis também demonstraram impacto sobre o valor percebido final, porém em menor grau. Tais resultados contribuem para a ampliação do corpo teórico de marketing sobre esse tema, ao propor e validar um modelo mais abrangente que integra os existentes e, ao mesmo tempo, preenche lacunas observadas. Em termos gerenciais, o conhecimento dos aspectos mais relevantes da percepção dos consumidores sobre o valor entregue pelos bens luxuosos é fundamental para gerenciar as marcas, direcionar os esforços de comunicação de marketing e desenvolver estratégias de mercado eficazes, levando em conta as diferentes dimensões de benefícios e sacrifícios propostos pelo estudo. / The luxury industry has been raising greater interest among marketing scholars and professionals, not only due to its economic relevance in some countries, but also because of its growth trend in emerging markets, spurred by increases in disposable income and a greater diversity of its target audiences. Specifically in Brazil, the luxury market has experienced significant annual growth rates, well above those of the total economy. The management of luxury companies presents challenges that are particularly interesting for marketing scholars and practitioners, as prestige products possess high levels of intangible, subjective and social added value, which are determinant for their demand and final price formation. In the present scenario, where growing competition and internationalization demand increasingly market-oriented managerial processes, competition and consumer behavior analysis is a necessary tool to create higher customer perceived value. Nevertheless, creating and delivering value demands a clear understanding of its nature and dimensions. Thus the purpose of this study: to propose and test an integrative conceptual framework for luxury products Customer Perceived Value, aiming to increase the construct\'s theoretical understanding and to serve as a basis for developing marketing strategies. Building upon a critical analysis of models proposed by various authors, the theory on the luxury concept, and luxury consumers\' opinions, the conceptual model and its measurement items were developed, tested and refined in terms of validity and reliability through the structural equation modeling technique PLS-SEM. The findings revealed a considerable impact of the two perceived sacrifice dimensions (non-monetary and monetary) on luxury products total perceived value, as well as smaller, though significant, effects of the psychological, social and intangible benefits dimensions. Tangible benefits have also shown an impact on the final perceived value, but to a lesser extent. Those findings contribute to the marketing theory on the subject by proposing and validating a more comprehensive framework that synthetizes preexisting ones and, at the same time, fills out gaps found in the literature. In terms of managerial practice, a better understanding of the most relevant aspects of luxury customer perceived value is vital for brand management, marketing communications and the development of effective marketing strategies that build upon the various benefit and sacrifice dimensions proposed in this study.

In a more digitalized world the paper industry has struggled to deliver customer value and stay relevant when the digital media has started to emerge. This problem has especially happened to newspaper which has seen a decline in Sweden with over 20% the last decade. Paper mills has also started to destroy shareholder value as many mills only work with offering customers low prices and tries to outlive their competitors. This has led to the following research objective of this study:  To examine the importance of end customer value in paper industry for developing market shares in the digital era. This study has been an exploratory and descriptive study with a qualitative data collection. The data has been to one part been collected through a market survey that has asked end-users how they perceive price and quality when comparing two different types of paper. Also interviews with one paper producer and two printing companies have been done to cover the professional aspect of customer value for the paper industry.  It has been clearly shown in this study that customers and companies inside the paper industry are agreeing in which customer values being most important, quality and price. The importance of being innovative was also stated by interviewed printing companies and the paper producer. The market survey was a good example of how innovation, from a paper producer, related to important customer values – perceived quality and perceived price – can create a potentially higher market share and profitability, instead of just lowering their prices and try to outlive their competitors.  The study has also contributed to see that companies inside the paper industry are conscious that they face tough competition from a more digitalized world. Even though the companies know that they face competition from the digital media the companies have a good understanding of which products they can continue to compete with and which products that digital media has the upper hand on.

沒有中文摘要 Abstract List of Tables List of Figures Chapter Ⅰ Introduction 1 Section 1. Research Background and Motivation 1 Section 2. Research Questions 5 Section 3. Thesis Structure 7 Chapter Ⅱ Literature Review 8 Section 1. Customer Satisfaction 8 Section 2. Customer Expectation 13 Section 3. Customer Perceived Quality/Performance 15 Section 4. Customer Perceived Value 16 Section 5. Importance of Customer Satisfaction 17 Section 6. Measurements of Customer Satisfaction 19 CSI Model 19 SERVQUAL 21 Other Measurements of Customer Satisfaction 23 Chapter Ⅲ Research Hypotheses and Methodology 25 Section 1. Research Hypotheses 25 1.1 Research Model 25 1.2 Research Hypotheses 26 1.3 Research Variables 27 Section 2. LISREL Model 31 2.1 Introduction of LISREL 31 2.2 Structural Equation Model and Measurement Model 33 Section 3. Research Design 42 3.1 Research Target and Sampling 42 3.2 Questionnaire Design 42 Section 4. Comparison of Questionnaires 44 4.1 Design of Sales Questionnaire 44 4.2 Data Analysis of Sales Questionnaire 45 4.3 Design of Service Questionnaire 46 4.4 Data Analysis of Sales Questionnaire 47 4.5 Comparison of Lexus and CSI Questionnaires 47 Section 5. Limitations of Research 49 Chapter Ⅳ Data Analysis and Results 50 Section 1. Data Handling 50 1.1 Handling of Sample 50 1.2 Handling of Customer Loyalty Data 50 1.3 Handling of Customer Complaints Data 51 1.4 Handling of Perceived Value Data 51 Section 2. Analyzed Result 53 2.1 Model Estimation 53 2.2. Squared Multiple Correlation 55 2.3 Parameter Estimation 56 Section 3. Hypotheses Test 60 Section 4. Meaning of Data Result 65 Section 5. Summary of Customer Opinions 67 Chapter Ⅴ Conclusion and Recommendations 69 Section 1. Research Conclusion 69 Section 2. Recent Customer Service Effort of Lexus 72 Section 3. Recommendations 74 List of References 76 List of Appendices 79 Appendix 1. CSI Lexus Questionnaire (English) 79 Appendix 2. CSI Lexus Questionnaire (Chinese) 84 Appendix 3. Lexus Original Sales Questionnaire (English) 88 Appendix 4. Lexus Original Sales Questionnaire (Chinese) 93 Appendix 5. Lexus Original Service Questionnaire (English) 97 Appendix 6. Lexus Original Service Questionnaire (Chinese) 102 Appendix 7. Samples of Lexus Questionnaire Data Analysis Result 106 / As the numbers of manufacturers and providers strive to out-do each other, Taiwan is increasingly becoming a competitive market. As the market becomes competitive, traditional norm was for firms to compete on the basis of price. However, firms are realizing that competing on price does not only decrease their profit margins, but it is also very costly to continuously acquire new customers. Therefore, various firms have started to attach more and more importance on improving customer satisfaction to retain current customers. Lexus is one of those firms, which is striving to increase customer satisfaction level as a way to compete in a very competitive market in Taiwan. With the precious chance to cooperate with Taiwan Lexus, the main purpose of this research is to explore the Taiwanese Lexus system of customer satisfaction by understanding the Customer Satisfaction Index model introduced by Fornell et al. in 1996. From the research result by employing LISREL model, it was found that for Taiwanese Lexus owners, perceived quality is the only variable directly and positively influencing overall customer satisfaction, although through perceived quality, customer expectation indirectly influences overall customer satisfaction. Further, unlike CSI model, perceived value does not exist as one of the antecedents of overall customer satisfaction. Another important founding was that customer complaints have positive influence on customer loyalty. In the final section, based on the research results of LISREL model, some recommendations are offered. Mainly, improve perceived quality, for it is the most effective way of increasing the level of customer satisfaction. In addition, based on the findings from the customer opinion section of the questionnaire, improve the product quality of Lexus’ GS model, lower the costs of repair and parts, improve service reliability, attitude of service personnel, and quality of maintenance and repair. Finally, from the discussion with Taiwan Lexus, it was revealed that the importance of customer satisfaction and its concept are not fully accepted by the Lexus dealers. Therefore, along with the effort of improving customer satisfaction of Lexus owners, educating and getting consensus of the dealers are very important for the success of customer service system at Taiwan Lexus.