Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Gaining customer insight: How companies can differentiate themselves using a customer-dominant logic approach on business
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Purpose

The purpose of this thesis is to develop a holistic understanding of customers’ value

perceptions and experiences within the online apparel industry. In doing so, the authors’ hope

to develop managerial guidelines for companies to utilize. This will be done with a customerdominant

logic approach.

Design/Methodology/Approach

As the study aims to understand behavior and perceptions, the authors have used an inductive,

qualitative method to gain the deepest possible customer insight. By using a case study, the

authors have been able to further understand the given context. Using focus group interviews

resonated in the authors aim to understand why the participants reasoned as they did, as they

would in a focus group session argue for their standpoint. The interview template was

influenced by the theories on value formation within customer-dominant logic.

Findings

This study strengthens the relevance of CD logic empirically and provides a deeper

understanding of customers’ value perceptions and the reasons behind them. Functional

elements of value were proven to be important, yet it was the values derived of emotional and

life-changing elements that created true value. Based on the findings of this study, the authors

have proposed a new term, true value, which refers to a state-of-mind in which a person finds

in psychological well-being through the experiences derived from a product or service.

Furthermore this study highlights social media’s importance within the given context.

Originality/Value

Previous research on customer-dominant logic has mainly been on a theoretical level. This

research contributes to service research by studying the phenomena through empirical

research within the online apparel industry. Furthermore, this research develops managerial

guidelines for companies applying customer-dominant logic within the given context.

Research Implications/Limitations

Awareness of the importance of social media within the online apparel industry can provide

insight and assist businesses in shaping marketing strategies. This research was limited by

time, demographical group and geographical location. Furthermore, the generalizability of the

results is limited to the given context.

Place, publisher, year, edition, pages
2017. , 45 p.
Keyword [en]
customer-dominant logic (CD Logic), value formation, elements of value, true value
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-48204OAI: oai:DiVA.org:kau-48204DiVA: diva2:1084531
Educational program
Programme in Business and Economics
Supervisors
Examiners
Available from: 2017-03-27 Created: 2017-03-25 Last updated: 2017-03-27Bibliographically approved

Open Access in DiVA

Gaining customer insight(4053 kB)121 downloads
File information
File name FULLTEXT01.pdfFile size 4053 kBChecksum SHA-512
92054dce4b72f6439acef29f1f0b264f6a836578dd63d4b33438eb3c173b8e490969960e6f0b5ad31b02b3d4bdd8774c3662bf239ee3ff11e3ed3ecf9d1c54cc
Type fulltextMimetype application/pdf

By organisation
Karlstad Business School
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 121 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 195 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf