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Three is the magic number, or is it?: Payment facilitators and their role in modernized value propositions
Karlstad University.
Karlstad University.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Purpose - The purpose of this paper is to explain and to create an understanding how incorporating an external actor to administer payment services has an effect on the value propositions offered to the consumer.

Design/methodology/approach - The study adopts a qualitative approach, since the purpose is to explain and gain understanding about how incorporating an external actor to administer payment services has an effect on the value propositions offered to the consumer. The data has been collected through 13 interviews conducted with respondents from the consumer-, service provider- and payment intermediary segments.

Findings - The results from the study illustrates that payment intermediaries do have an effect on the value propositions offered to consumers. However, since value is subjectively interpreted, the findings of this study indicate that incorporating a payment intermediary does not always result in a contribution of value. Furthermore, it is clear that it could influence consumer purchasing decision drastically in specific contexts.

Research limitations - The study is conducted on Swedish e-commerce, which means generalizations between the countries cannot be made. Future research for other countries are needed for the findings to be applicable.

Practical implications - Findings of this study indicate that incorporating a payment intermediary could influence consumer purchasing decision drastically, in a positive as well as in a negative manner, dependent on the context. Consumers prefer and expect to have a number of payment alternatives with the option to include or exclude an external actor if desired.

Keywords - E-commerce, value proposition, value, payment intermediary, customer relationship management

Place, publisher, year, edition, pages
2018. , p. 80
Keywords [en]
E-commerce, value proposition, value, payment intermediary, customer relationship management
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-68609OAI: oai:DiVA.org:kau-68609DiVA, id: diva2:1233943
Subject / course
Business Administration
Educational program
Programme in Business and Economics
Supervisors
Examiners
Available from: 2018-08-06 Created: 2018-07-20 Last updated: 2018-08-06Bibliographically approved

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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