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Värdeskapande i sociala interaktioner: Ett innovativt synsätt på kundförståelse genom interaktion och engagemang
Mälardalen University, School of Innovation, Design and Engineering.
Mälardalen University, School of Innovation, Design and Engineering.
Mälardalen University, School of Innovation, Design and Engineering.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

 

Frågeställning: Vilka nyckelaktiviteter använder sig företag av för att skapa värde tillsammansmed sina kunder i sociala interaktioner?

Syfte: Studien syftar till att undersöka vilka aktiviteter respondentföretagen utför i sinvärdeskapande process tillsammans med sina kunder och användare i sociala interaktioner meddessa.

Metod: En kvalitativ undersöknings design där semistrukturerade intervjuer utfördes medmålstyrt urval av 7 respondenter från olika företag i olika branscher.

Slutsats: Studien visar att de företagen som undersökts ägnar sig åt olika typer avnyckelaktiviteter i den värdeskapande processen med kund i sociala interaktioner. Det finns vissanyckelaktiviteter som är gemensamma för de olika företagen och vissa används mer flitigt ellerframgångsrikt än andra. Oavsett vilka aktiviteter som utförs och oavsett företag så visar studienatt det finns en grundläggande process. Denna består av att företaget skickar ut någon form avoutput som når kunden och engagerar denna. Processen drivs av engagemang och företaget fåreller samlar input från kundernas engagemang. Denna input analyseras och återgår i företagetsom på så sätt kan förändra och förbättra sin output för att fortsätta engagera sina kunder isociala interaktioner.

Abstract [en]

 

Research-question: Which key activities do companies use to create value together with theircustomers through social interactions?

Purpose: This study aims to investigate which activties the interviewed companies use in theirvalue-creation processes with their customers through social interactions.

Method: The research question was examined by using a qualitative research design, throughsemi-structured interviews. A purposefull sample of eight respondents with different positions,from various companies operating in multiple fields.

Conclusion: The study indicates that the interviewed companies use different kinds of keyactvities in their value-creation processes with their customers through social interactions. Someof the activities were shared in all of the companies, and some are more commonly used and hasproved to be more efficiant than others. Regardless of which activities were used by thecompanies, and regardless of which company, there was a similar process used by all companies:the company sends out output, this output reaches the customers and engages them. The processis driven by this engagement and through this engagement the company can gain information andknowledge, which they use to improve and make changes that are necessary to better match theircustomers’ needs and wishes. The improvements that are implemented by the companycontributes to the customers’ engagement and encourages them to continue with their socialinteractions with the company.

Place, publisher, year, edition, pages
2015. , 63 p.
Keyword [en]
innovation, value creation, social interactions, social marketing
Keyword [sv]
innovation, värdeskapande, sociala interaktioner, social marknadsföring
National Category
Other Social Sciences Social Sciences Interdisciplinary
Identifiers
URN: urn:nbn:se:mdh:diva-27451OAI: oai:DiVA.org:mdh-27451DiVA: diva2:785544
Subject / course
Innovation Technology
Presentation
2015-01-13, Filen, Smedjegatan 37, Eskilstuna, 11:32 (Swedish)
Supervisors
Examiners
Available from: 2015-02-10 Created: 2015-02-03 Last updated: 2015-03-16Bibliographically approved

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