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Kundens värdeskapande i servicelandskapet: - En studie på den svenska festivalbranschen
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte och forskningsfråga:

Vi ställer oss frågan hur festivalarrangörer kan stödja kundens upplevda värde genom utformningen av servicelandskapet. Fortsatt är syftet med denna uppsats följande:

  • Att klargöra servicelandskapets betydelse för kundens festivalupplevelse
  • Att tydliggöra kundens värdeskapande medverkan i festivalsammanhang

 

Metod:

I denna uppsats har vi valt att göra en kvalitativ studie som är av en abduktiv karaktär. Studien avser musikfestivalbranschen som är en del av musikindustrin. Den empiriska studien bygger på åtta intervjuer med personer som har eller haft en stark anknytning till den svenska festivalbranschen varav sex stycken genomfördes ansikte mot ansikte, en via telefon och slutligen en via mail.

 

Slutsatser:

  • Servicelandskapets miljömässiga utformning påverkar den enskilde besökaren via dess sinnen, vilket arrangörer har möjlighet att utnyttja till kundens fördel.
  • Andra aktörer som vakter, volontärer, artister samt andra besökare påverkar kundens upplevelse genom interaktioner i festivalområdet.
  • Festivalarrangören bidrar med arenan för upplevelsen samt verktyg för kundens värdeskapande. Kunden förverkligar individuellt värde av upplevelsen då den är närvarande och interagerar med inslag i servicelandskapet.
Abstract [en]

In this study the purpose has been to examine how organizers of music festivals can support the customer's perceived value through the design of the servicescape. Further, the purpose of this paper is as follows:

  • To clarify the importance of the servicescape for the customer's festival experience.
  • To clarify the customer's value-participation in the festival context.

This study covers the festival industry which is a part of the music business, where we have chosen to do a qualitative study that is of an abductive nature. The empirical study is based on eight interviews with people who are or has been involved in the Swedish music festival industry, six of whom were made face to face, one by phone and one by e-mail.

The conclusions from this study are that the servicescape’s environmental design affects the individual visitor through its senses, which organizers are able to use for the customers advantage. Other stakeholders as guards, volunteers, artist and other visitors affect the customer experience through interactions in the festival area. Finally, the festival organizers provide the platform where the experience takes place and tools for customer value creation. The customer creates individual value of the experience when it is present and interacts with elements in the servicescape. 

Place, publisher, year, edition, pages
2011. , 71 p.
Keyword [en]
Value Creation, Experiences, Senses, Music festivals, Servicescape
Keyword [sv]
Värdeskapande, Upplevelser, Sinnen, Musikfestivaler, Servicelandskap
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-17080OAI: oai:DiVA.org:lnu-17080DiVA: diva2:484066
Subject / course
Business Administration - Marketing
Educational program
Music & Event Management Programme, 180 credits
Uppsok
Fine Art
Supervisors
Examiners
Available from: 2012-02-02 Created: 2012-01-26 Last updated: 2012-02-02Bibliographically approved

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CiteExportLink to record
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