<p>This thesis examines customer value by studying the iPhone through its users from a Service- Dominant logic perspective. We distinguish three parts of the theory: the process of value- creation; the role of the firm; and customer involvement in shaping the offering. By conducting interviews with students in Uppsala, Sweden, we recognize three findings. First, while value is mainly created through the use of an offering the start and end of the value creating process is difficult to distinguish. Second, by interacting with the customer during the use of an offering the firm can affect the value the customer experiences. Third, by customizing an offering more value can be created, and if the customer participates in the process it is more like to succeed.</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:uu-126777 |
| Date | January 2010 |
| Creators | Ståhle, Jacob, Thunmarker, Viktor |
| Publisher | Uppsala University, Department of Business Studies, Uppsala University, Department of Business Studies |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
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