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Kundens ansvar i serviceupplevelsen: En studie inom marknadsföring utifrån en servicecentrerad logik.
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2011 (Swedish)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [sv]

Diskussionen inom tjänstemarknadsföring har länge handlat om att klassificera skillnader mellan varor och tjänster i termer om greppbarhet. Senare forskning har visat på klassificeringens irrelevans och presenterat en servicecentrerad logik, där erbjudandet i sig spelar roll för värdet. Filosofin låter varor och tjänster konvergera och ser till icke greppbara aspekter som relationer, dynamik, utbyte och kompetenser. Teorier har visat att kunden är medskapare av värde tillsammans med serviceutövaren och detta synliggörs i interaktionen. Kundens agerande kan således påverka servicesituationen och upplevelsen, vilket leder till en fråga om roller. Vidare är upplevd servicekvalitet subjektiv och grundas i en helhetsupplevelse med emotionella och funktionella inslag. Resonemangen leder vidare till kundens del i serviceupplevelsen och det delade ansvaret.Syftet med denna studie är att utveckla synen kring kundens ansvar i serviceupplevelsen genom att se till aspekter såsom värdeskapande, roller och servicekvalitet.Studiens empiriska del baserades på en kvalitativ intervjuserie med både kunder och serviceutövare i fyra olika branscher samt två introspektioner.Slutligen visar studien på att kundens roll och agerande är av betydelse för värdeskapande i interaktionen. Emotionellt och praktiskt kan kunden bidra såväl positivt som negativt till upplevd servicekvalitet. Kundens ansvar i serviceupplevelsen handlar om möjligheten till att aktivt eller passivt påverka servicesituationen.Nyckelord; service, ansvar, serviceupplevelse, roller, värdeskapande, servicekvalitet, servicecentrerad logik, tjänstemarknadsföring, interaktion.

Abstract [en]

The theoretical discussion within the area of service marketing has predominantly dealt with how to distinguish the differences between goods and services in terms of tangibility. Later studies have proven its irrelevance by presenting a service-centered logic, in which it is thought the actual offer of the product or service is what matters. This philosophy converges on goods and services, analyzing non-tangible aspects such as relations, dynamics, exchange and competences. Theories have shown that there is a co-production of value between company and customer which can be visible during the service interaction. The behavior and actions of the customer may affect the service situations as well as the experience. This leads to a question about roles. Furthermore, service quality is experienced subjectively. Customers tend to see the whole picture as in an experience, involving both emotional and functional parts.The discussion focuses on the customer’s part in a service experience and shared responsibility.This study aims to develop this discussion and assess the different view points concerning how the customer has a responsibility for the service experience by looking into aspects such as value creation, roles and service quality.The empirical part of the study is based on qualitative interviews from four different branches and two introspections.Conclusively, the study shows the role and acts of the customers are of importance for the value creation and the interaction. Emotionally and functionally, the customer can contribute positively and negatively to experienced service quality. Customer responsibility is about actively or passively using the opportunity to have an effect on the service situation.Key words: service, responsibility, service experience, roles, value creation, service quality, service-centered logic, services marketing, interaction,

Place, publisher, year, edition, pages
2011. , 46 p.
Keyword [en]
service, responsibility, service experience, roles, value creation, service quality, service-centered logic, services marketing, interaction
Keyword [sv]
service, ansvar, serviceupplevelse, roller, värdeskapande, servicekvalitet, servicecentrerad logik, tjänstemarknadsföring, interaktion
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-56927OAI: oai:DiVA.org:su-56927DiVA: diva2:413945
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-05-02 Created: 2011-05-01 Last updated: 2011-05-02Bibliographically approved

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