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Kundupplevt Värde: Identifiering av kundupplevda värden i AMAX konsult AB:s tjänsteprocesser.
Örebro University, Department of Business, Economics, Statistics and Informatics.
Örebro University, Department of Business, Economics, Statistics and Informatics.
Örebro University, Department of Business, Economics, Statistics and Informatics.
2007 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

This paper is a dissertation for the finishing of the first level of academic graduation in business administration at Örebro University. The paper is carried out as an assignment by and in cooperation with the Örebro based company AMAX Konsult AB. The overriding aim of the study is to identify and analyze customer-perceived values from the use of AMAX products and services within the area of facility maintenance and administration.

Throughout the study the authors have assumed an anti-positivistic objective. Data have been assessed on hypotheses based on existing theory. The study can be described as exploratory since it aims at presenting completely new knowledge, which has not earlier been documented.

The study is carried out with the aim of helping AMAX Konsult AB to form an opinion of the customer-perceived values that emanate from their products and services. AMAX, whose core activity is to administer technical facility information and data, has based its business on long term relation with its customers. Therefore, financial effects are not considered sufficient for estimating the total customer-perceived values. Hence, in order to differentiate the value paradigm other dimensions of value, like relation value, must be added.

In order to make the study possible, a model for the analysis been created. The model has been built from existing theory within the subject “relation marketing” and particularly “customer- perceived value”. The model is based on Christian Grönroos’s Service Management and Marketing, and on scientific articles by Wolfgang Ulaga, Samir Chaccour, Rafael Ramirez and Joseph Lapierre.

Once the theoretical reference frame had been established, four dimensions of value appeared. These were Delivered Value (levererat värde), Co-produced Value (samproducerat värde), Appreciable Value (påtagligt värde) and External Value (externt värde) which are further explained and elaborated in the paper.

Empirical data were collected through semi-structured interviews with employees of AMAX Konsult AB together with three of Amax’s customers. The three selected were Coor Service Management AB, Örebro Kommunfastigheter and Seco Tools AB. These customers represent the three key market segments of AMAX: Facility Management, Local Government and Industry companies.

The study supports the conclusion that AMAX’s customers view the cooperation with AMAX as a relation in its true theoretical meaning. Important characteristics for the relation are intermittent purchases, continuous dialogue to a certain extent social contacts. Furthermore, a number of customer-perceived values have been identified. Many of these values are general, but also specific values for each company have been identified. The most apparent co-productive values are bilateral product development and customization. Examples of appreciable Values are increased time effectiveness and a robust project foundation. External Values are e.g. an enhanced ability to carry out various service procurements and a simplified planning process for construction- or restoration purposes.

The identified customer-perceived values are finally presented in table format, in order to give the reader a clear view of the customer-perceived values within the three above-mentioned market segments.

Place, publisher, year, edition, pages
2007. , p. 51
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-1025ISRN: ORU-ESI/FEK-C--07/0020--SEOAI: oai:DiVA.org:oru-1025DiVA, id: diva2:134556
Uppsok
samhälle/juridik
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Examiners
Available from: 2007-03-05 Created: 2007-03-05 Last updated: 2017-10-18

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
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