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Creating customer value in commercial experiences
Mid Sweden University, Faculty of Science, Technology and Media, Department of Engineering and Sustainable Development.
2009 (English)Licentiate thesis, comprehensive summary (Other academic)
Abstract [en]

There is a type of business offering gaining much attention, both in the media and in financial figures, which provides the customer with something extra, something to be remembered. This offering is a commercial experience. It is claimed that commercial experiences are different from traditional industry and mass-production and even separated from goods and services. The possibility of creating something extraordinary in order to gain profit is of increasing interest in today’s business world. Consumers are seeking for experiences to reach a higher level of personal growth, an experience that create personal identity and lead to long-lasting memories. This is something an increasing amount of consumers are willing to pay money for - the commercial experience market.

The purpose of this thesis is to contribute knowledge about and a deeper understanding of commercial experiences, both in general and especially with regard to how customer value is created. The focus of the research was also to strengthen and support organizations that offer commercial experiences. In order to fulfill the purpose, two case studies were conducted with different focal points. The first aimed to find best practice and explore excellent ways of working when providing commercial experiences. The second study aimed to identify the needs for improvement to strengthen organizations offering commercial experiences.

According to my findings, there seems to be several distinctions between commercial experiences and goods and services. These include; the level of price, the time spent by the customer, the customer affect as strongly emotional and maybe most importantly, the finding that commercial experiences create a higher level of customer value than goods and services. All this proves that the commercial experience is to be considered an offering on its own, a refined customer offer of higher value. Since commercial experiences are said to engage customers in an inherently memorable way, reaching a higher level of customer value than goods and services, is seen as a critical factor. Understanding what the customer really wants, needs and what builds customer value when offering commercial experiences then become particularly important as drivers of success. When studying a particular organization for best practice, several similarities between providing commercial experiences and working according to the core values of TQM were found and established as a factor of business excellence. Further when it comes to providing commercial experiences storytelling, theming and a creative environment stood out as additional factors of business excellence. Moreover, selecting the right co-workers based on their values rather than merely their skills and academic qualifications was seen as an important factor of success. The co-worker is often the co-creator of the experience together with the customer and therefore has an important part to play in the organization. Creating a corporate culture with co-workers sharing the values is seen as essential in order to run a successful business. It appears that any type of organization can provide an experience for the customer, the key is adding on the extra value to reach the level of attractive quality. The commercial experience is described as deeply affecting both the feelings and senses of the customer, resulting in new memories; it is a memorable event the customer is willing to pay for. The commercial experience contains elements of engagement, personal relevance, novelty, surprise and learning and is not limited to certain types of businesses. The fact that this is an area of increasing business interest but as yet a poorly explored one indicates that there is a need to develop improved ways of working, tools and methods, tailor-made for providing commercial experiences. Improved tools for identifying customer expectations and measuring customer satisfaction are clearly needed, especially since this is a growing industry that cannot be ignored. Welcome to further explore the experience economy where new memories are so highly valued that people are prepared to pay for them!

Abstract [sv]

Det är en ny industri på växande frammarsch som får allt större uppmärksamhet i massmedia både utifrån erbjudandet och genom allt mer betydande ekonomiska resultat. En industri som erbjuder kunden något extra, någonting att minnas, en kommersiell upplevelse. Det finns de som hävdar att den kommersiella upplevelsen skiljer sig från traditionell industri med massproduktion och att den till och med är skild från varor och tjänster. Att kunna erbjuda sina kunder någonting extraordinärt för att nå en ökad vinstmarginal är av allt större intresse bland företag idag. Allt fler kunder letar efter en upplevelse som tar dig till en högre nivå av personlig utveckling, en upplevelse som skapar en personlig identitet och leder till minnen för livet. Detta fenomen är något som allt fler människor är villiga att betala pengar för, en kommersiell upplevelsemarknad.

Det övergripande syftet med licentiatuppsatsen är att bidra med kunskap och skapa en djupare förståelse för kommersiella upplevelser, både på ett generellt plan men även med avseende på hur kundvärde skapas. Ett ytterligare fokus för forskningen är att stärka de organisationer som erbjuder sina kunder en upplevelse. För att uppnå syftet har två fallstudier med olika fokus genomförts. Den första fallstudien innebar att leta efter ett föredöme och belysa goda exempel på arbetssätt som kan användas för att skapa en kommersiell upplevelse. Den andra studien syftade till att identifiera behov för att utveckla och stärka de organisationer som erbjuder sina kunder en kommersiell upplevelse.

Utifrån mina observationer i fallstudie 1 så verkar det finnas flera saker som skiljer en kommersiell upplevelse från varor och tjänster, som t.ex. prisnivå, kundens spenderade tid, kundens emotionella beröring och kanske mest betydande att den kommersiella upplevelsen når en högre nivå av skapat kundvärde än vad varor och tjänster gör. Allt detta bidrar till att klassificera kommersiella upplevelser som ett eget fenomen, ett erbjudande med ett förädlat kundvärde. Eftersom kommersiella upplevelser påstås beröra kunder på ett minnesvärt sätt, uppnås också en högre nivå av skapat kundvärde än för varor och tjänster. Detta är en kritisk faktor för den kommersiella upplevelsen. Att förstå kundens behov, och vad det är som skapar kundvärde, blir därmed av extra vikt för att lyckas för de organisationer som erbjuder en kommersiell upplevelse.

Vid studien av en framgångsrik organisation hittades flera likheter i de arbetssätt som användes för att på ett framgångsrikt sätt skapa en upplevelse med de värderingar som beskrivs inom TQM. Ytterligare arbetssätt som utpekas som framgångsfaktorer är storytelling, tematisering och att skapa kreativa arbetsmiljöer. Utöver arbetssätten belystes också vikten av att bygga en organisationskultur baserad på värderingar som fokuserar på att skapa kundvärde. Att rekrytera sin personal baserat i huvudsak på värderingar i stället för enbart på kompetens anses vara ytterligare en framgångsfaktor, detta eftersom medarbetaren ofta skapar upplevelsen i ett möte tillsammans med kunden. Att skapa en organisationskultur som bygger på gemensamma värderingar är viktigt för att nå framgång inom upplevelseindustrin. Det är inte begränsat till en specifik typ av organisation att erbjuda kommersiella upplevelser, det är i stället vikten av att lägga till det extra kundvärdet för att uppnå attraktiv kvalitet som är essentiellt för framgång.

Den kommersiella upplevelsen beskrivs som något djupt berör kundens känslor och dess sinnen med ett resultat i nya värdefulla minnesbilder. Det är ett minnesvärt ögonblick som kunden är beredd att betala för. De ingredienser som används för att beskriva en kommersiell upplevelse är engagemang, personlig betydelse, nyhetsvärde, överraskning och lärande. Egenskaperna är inte begränsade till att enbart gälla för en viss typ av organisation eller bransch. Det faktum att intresset för att erbjuda kommersiella upplevelser är växande, och att området är relativt outforskat indikerar att det finns flera behov av utveckling, framförallt i att hitta bra arbetssätt och metoder för att identifiera kundens förväntningar och mäta kundnöjdhet. Varmt välkommen att här vidareutforska upplevelseindustrin, där nya minnen värderas så högt att människor är beredda att betala för dem.

Place, publisher, year, edition, pages
Sundsvall: Kopieringen , 2009. , p. 65
Series
Mid Sweden University licentiate thesis, ISSN 1652-8948 ; 39
Keywords [en]
Commercial Experience, Customer Value, Customer Expectations, Customer Satisfaction, Total Quality Management, TQM
Keywords [sv]
Kommersiella upplevelser, Kundvärde, Kundförväntningar, Kundnöjdhet, Offensiv kvalitetsutveckling, TQM
National Category
Other Mechanical Engineering
Identifiers
URN: urn:nbn:se:miun:diva-10599ISBN: 978-91-86073-51-0 (print)OAI: oai:DiVA.org:miun-10599DiVA, id: diva2:280257
Presentation
2009-11-18, Q171, Akademigatan 1, Östersund, 09:00 (Swedish)
Opponent
Supervisors
Available from: 2009-12-09 Created: 2009-12-09 Last updated: 2009-12-09Bibliographically approved
List of papers
1. Creating Customer Value in Commercial Experiences: from the leaders perspective
Open this publication in new window or tab >>Creating Customer Value in Commercial Experiences: from the leaders perspective
(English)Manuscript (preprint) (Other academic)
Keywords
Leadership, Customer Value, Commercial Experience, Organizational Culture, Co-create, Attractive Quality, Gaps Model.
National Category
Other Mechanical Engineering
Identifiers
urn:nbn:se:miun:diva-10597 (URN)
Available from: 2009-12-09 Created: 2009-12-09 Last updated: 2016-12-09Bibliographically approved
2. Can selecting the right values help TQM implementation?: A case study about organisational homogeneity at the Walt Disney Company
Open this publication in new window or tab >>Can selecting the right values help TQM implementation?: A case study about organisational homogeneity at the Walt Disney Company
2012 (English)In: Total Quality Management and Business Excellence, ISSN 1478-3363, E-ISSN 1478-3371, Vol. 23, no 1, p. 1-11Article in journal (Refereed) Published
Abstract [en]

Total Quality Management, TQM, is often referred to as a value based management philosophy, built on a set of core values. These TQM values should ideally be conformed to by all employees in order to achieve a thriving organisation. A strong organisational culture with shared core values can therefore be identified as of importance for a successful TQM implementation. This paper discusses how organisations need to act in order to achieve shared values among co-workers. In the theory two strategies appear: to select people who appear to possess the desired values in the first place and to socialize employees once hired. When working with TQM, several examples of socialization can be found in described techniques and tools, however the selection strategy seems to be both unapplied and underestimated. In order to find empirical examples a case study was conducted at an organisation which is renowned for the way in which they work with values. A conclusion of this paper is that, as a complement to the use of socialization, a selection strategy is proposed in order to achieve shared values in order to facilitate TQM implementation.

Place, publisher, year, edition, pages
Routledge, 2012
Keywords
Values, Total Quality Management; Socialization; Selection; Organizational Culture; Recruitment; Disney, Quality Technology and Management, TQM, Quality control, Kvalitetsteknik, Kvalitet
National Category
Other Mechanical Engineering
Identifiers
urn:nbn:se:miun:diva-8773 (URN)10.1080/14783363.2011.637801 (DOI)000302474300001 ()2-s2.0-84859887794 (Scopus ID)
Available from: 2009-04-06 Created: 2009-04-06 Last updated: 2017-12-13Bibliographically approved
3. Commercial experiences from a customer perspective: Elaborated, defined and distinguished
Open this publication in new window or tab >>Commercial experiences from a customer perspective: Elaborated, defined and distinguished
2007 (English)In: Proceedings of the 10th International Conference on Quality Management for Organisational and Regional Development, Lund 18-20/6 2007, Lund: Linköping University Electronic Press, 2007, , p. -Conference paper, Published paper (Other academic)
Abstract [en]

A new type of business offering is currently gaining much attention, a type which in some aspects appears to be distinct from goods and services. These offerings are usually denoted as commercial experiences and are claimed to provide higher customer value than other types of offerings as they, for example, engage customers in an inherently memorable way. The understanding of what constitutes commercial experiences is however still scant. The purpose of this paper is accordingly to take a closer look at the commercial experience concept from a customer perspective. The paper aims specifically at elaborating and defining commercial experiences as well as distinguishing them from goods and services. Approach The paper is based on literature studies. Findings The authors identify memorable as the fundamental distinctive characteristic for commercial experiences. Memorable events are then shown to be strongly emotional events. Finally the two-factor structure of affect is used to show that the factor �strong engagement� is a critical driver of commercial experiences. As a result of the elaboration the authors also propose a new definition of commercial experiences and distinguish commercial experiences from goods and services in three ways. Originality/Value The paper increases the currently scant understanding of commercial experiences.

Place, publisher, year, edition, pages
Lund: Linköping University Electronic Press, 2007. p. -
Series
Linköping Electronic Conference Proceedings, ISSN 1650-3740
Keywords
Experience economy, customer focus, commercial experience, Quality Technology and Management, TQM, Quality control, Kvalitetsteknik, Kvalitet
National Category
Other Engineering and Technologies not elsewhere specified
Identifiers
urn:nbn:se:miun:diva-5389 (URN)5099 (Local ID)5099 (Archive number)5099 (OAI)
Available from: 2008-09-30 Created: 2009-07-14 Last updated: 2016-12-02Bibliographically approved

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Eriksson, Maria

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CiteExportLink to record
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Citation style
  • apa
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  • modern-language-association-8th-edition
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  • en-GB
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  • nn-NO
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  • sv-SE
  • Other locale
More languages
Output format
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