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The Customer Experience in Online Product Communities
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte: Syftet med denna studie är att undersöka hur kundens upplevelse formas i kontexten online product community, utifrån ett multidimensionellt perspektiv på kundupplevelsen.

 

Metod: Med bakgrund mot studiens syfte var det passande att använda en kvalitativ metod. Detta fenomen studerades genom en flerfallsstudie som den övergripande undersökningsdesignen.  Semi-strukturerade intervjuer har genomförts med respondenter från tre olika online product communities. Materialet har sedan analyserat genom en abduktiv analysmetod som är inspirerad av grounded theory.

 

Resultat & slutsats: Studien visar att kundupplevelsen för medlemmar i online product communities främst formas av den pragmatiska dimensionen, innehåll och funktionalitet är därmed centralt. Resultatet tyder även på att det finns två grupper av användare i dessa communities. Den ena gruppen är mer passiv och pragmatiskt inriktad medan den andra är mer aktiv och nöjesinriktad.

 

Förslag till vidare forskning: Då denna studie bygger på intervjuer med medlemmar i online product communities som både kan ses som aktiva och passiva medlemmar kan det vara av intresse att i framtiden studera hur de mest aktiva medlemmar upplever att delta i denna kontext, då det är denna kärna som genererar det största innehållet.

 

Uppsatsens bidrag: Denna studie sammanför den tidigare forskningen om kundupplevelse och senare forskning om kundupplevelse i online communities för att skapa en förklarande modell. Modellen beskriver vilka dimension som formar kundupplevelsen i denna kontext och testas sedan i tre case. Studien bidrar till en ökad förståelse för skillnaden mellan pragmatiska och mer nöjesinriktade användare.

 

Nyckelord: Customer experience, experiental marketing, online product communities.

Abstract [en]

Purpose of Study: The aim of this study is to examine how the customer experience is shaped in the context online product community, based on a multi-dimensional perspective on customer experience.

 

Method: Due to the purpose of the study qualitative methods were chosen. This phenomenon was studied by a multi-case study as the overall study design. Semi-structured interviews were conducted with respondents from three different online product communities. The material was then analyzed by an abductive method of analysis which is inspired by grounded theory.

 

Results & conclusion: The study shows that the customer experience for members of online product communities primarily is shaped by the pragmatic dimension, content and functionality is thus essential. The results also suggest that there are two groups of users in these communities. One of the groups is more passive and pragmatic, while the other one is more active and entertainment-oriented.

 

Suggestions for further research: Since this study is based on interviews with members of online product communities which can be seen as active and passive members it may be of interest in future research to study the most active members experiences in this context, because it is this core group that generates the largest content.

 

Contribution of the thesis: This study brings together previous research on customer experience and recent research on customer experience in online communities to create an explanatory model. The model describes the dimensions that shape the customer experience in this context and is then tested in three cases. The study contributes to a better understanding of the difference between pragmatic and more entertainment-oriented users.

 

Key Words: Customer experience, experiental marketing, online product communities.

Place, publisher, year, edition, pages
2014. , 61 p.
Keyword [en]
customer experience, experiental marketing, online product communities
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-16064Archive number: FE1:3/2014OAI: oai:DiVA.org:hig-16064DiVA: diva2:688916
Educational program
Business administration
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Examiners
Available from: 2014-01-30 Created: 2014-01-18 Last updated: 2014-01-30Bibliographically approved

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