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- Löfgren, Martin, 1975-, et al.
(författare)
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Theory of Attractive Quality and Life Cycles of Quality Attributes
- 2011
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Ingår i: The TQM Journal. - Bingley, UK : Emerald Group Publishing Limited. - 1754-2731 .- 1754-274X. ; 23:2, s. 235-246
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this study is to shed further light on the dynamics of quality attributes, as suggested by the theory of attractive quality. The study aims to investigate the existence of the life cycle for successful quality attributes and to identify alternative life cycles of quality attributes.Design/methodology/approach – The research is based on two surveys in which a total of 1,456 customers (708 in 2003 and 748 in 2009) participated in the classification of quality attributes. In particular, the study investigated how customers perceived 24 particular packaging attributes at two points in time, in 2003 and 2009.Findings – The study identified three life cycles of quality attributes: successful quality attributes, flavor-of-the-month quality attributes, and stable quality attributes. The research also extends the theory of attractive quality by identifying the reverse movement of certain quality attributes; that is, that a quality attribute can take a step backwards in the life cycle of successful quality attributes through, for instance, a change in design.Originality/value – The paper provides empirical evidence for the existence of several alternative life cycles of quality attributes. The results of the empirical investigation increase the validity of the theory of attractive quality, which is important, given the limited amount of research that has attempted to validate the fundamentals of the theory of attractive quality.
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| 2. |
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| 3. |
- Glaa, Besma, et al.
(författare)
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From free to fee : changing the revenue model for individual services
- 2017
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Ingår i: Proceeding of the Spring Servitization Conference. - Birmingham, UK : Aston university. - 9781854494184 ; , s. 172-181
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Konferensbidrag (refereegranskat)abstract
- Purpose: Industrial services have traditionally been provided for free to support product sales. Nowadays, many manufacturers have built a profitable service business while others are struggling to improve their service profitability. Overall, most research focus on service infusion in the value proposition or servitization of the organization. Far less attention has been given to how firms start to charge for free services. The purpose of this research is to increase understanding of how manufacturers change the revenue model for individual services from free to fee. Design/Methodology/Approach: The research was performed as a two-stage research project involving a multiple case study followed by an action research project. First, a multiple case study was performed in eight firms. Data was collected through interviews and workshops with the participating firms. Second, an action research study was performed with a manufacturer working with changing the revenue model for individual services from free to fee. Findings: The current study identified a process with three stages for shifting from service for free to service for fee. The first step is turning the service from a cost center to a profit center. The second step is to create service scenarios for a service business. The third step is to implement specific strategies to break free from free service. The present research identified three specific service scenarios and four strategies to break free from free service. Originality/Value: The change of business model has been an essential step in most models for service infusion and for the transition from service for free to service for fee. The present study expands on the process on a detailed level followed by manufacturers to turn individual services from free to service for fee.
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| 4. |
- Löfgren, Martin, 1975-, et al.
(författare)
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Customer satisfaction in the first and second moments of truth
- 2008
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Ingår i: Journal of Product & Brand Management. - Bingley, UK : Emerald Group Publishing Limited. - 1061-0421. ; 17:7, s. 463-474
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Tidskriftsartikel (refereegranskat)abstract
- Purpose Almost everything consumers buy in a store has a package. At point of purchase, the first moment of truth, the package functions as a silentsalesman. Once the purchase is made, the product is consumed in the second moment of truth. The purpose of this paper is to create a betterunderstanding of how customers evaluate different aspects of the package in the first and second moments of truth.Design/methodology/approach An empirical investigation is conducted on how customers experience three different packages for everydaycommodities in the first and second moments of truth. Causal modeling is used to analyze the impact of different benefits of a package onto customersatisfaction and loyalty.Findings It was found that both benefits and attributes can have different roles in affecting customer satisfaction and loyalty in different parts of theconsumption cycle. Furthermore, the results show that there are significant differences for the impacts of customer satisfaction on loyalty in the firstmoment of truth compared to the second moment of truth.Practical implications By applying a consumption system approach, it is possible for managers to design a package that can attract customers inthe first moment of truth and at the same time create customer satisfaction in the second moment of truth.Originality/value The research shows that the role of certain benefits and attributes can be different in the purchase and use situation. Previously,this has been modeled separately but by operationalizing the first and second moment of truth in the same model the true effects of various benefitsand attributes can be identified
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| 6. |
- Löfgren, Martin, 1975-
(författare)
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The Leader of the Pack : A Service Perspective on Packaging and Customer Satisfaction
- 2006
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- Almost everything we as consumers buy in a store has a package. Packages have many functions – some, if not all, present marketers with the opportunity to gain competitive advantages. The packaging influences the usage behavior long after it has influenced the purchase, therefore it is an interesting empirical context to study within the field of marketing. Nevertheless, academic attention to packaging has been sparse over the last two decades even though the industry focus on packaging as a strategic tool has grown over that same period. Exceptions in the marketing literature are investigations of packaging and brand communication, advertisement-package coordination, and packaging size and shape. In contrast to the traditional approach that views packaging as a complimenting non-product-related attribute, it is suggested in this thesis that packaging is a product-related attribute that does affect the customers’ experiences of products.The overall aim of this thesis is to develop and test theoretical models and provide empirical evidence of customer experiences in the context of packaging from a service perspective. To study packaging from a service perspective is relevant for several reasons. One reason is that packaging can have several functions, which include more than the physical package. Another reason is that packages are carriers of information that is interpreted by customers. The combination of function, information, the physical package, and its content creates the total customer experience.The results of this thesis provide increased knowledge about packaging and customer experiences from a service perspective. On an attribute level, quality attributes such as protection and usability are categorized according to Kano’s theory of attractive quality. The results show that customers’ evaluations of packages are multi-dimensional. On a comprehensive or an overall level, structural equation modeling is used to investigate the consumption process. We conclude that the quality attributes of packages need to be designed to display quality both on the shelf in a store and during usage and consumption at both the attribute and comprehensive level.
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| 7. |
- Pousette, Sandra, et al.
(författare)
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An extended method to measure overall consumer satisfaction with packaging.
- 2014
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Ingår i: Packaging technology & science. - : Wiley-Blackwell. - 0894-3214 .- 1099-1522. ; 27:9, s. 727-738
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Tidskriftsartikel (refereegranskat)abstract
- There are several reasons why people find it troublesome to use and handle consumer packages. The European Committee for Standardization recently suggested a technical specification (TS) regarding packaging and ease of opening. The present study has expanded the procedure by including consumer satisfaction measurements in two steps and engaging panels comprising two separate age groups. The expanded method, which used six different packages as test objects, engaged 75 panellists, 40 in the older group (65–80 years) and 35 in the younger group (25–40 years). The expanded method not only included the same operations as described in the TS but also included panellists who graded each handling element separately on a 'smiley' scale, along with feedback for their grades and an overall judgement of the package handling.The grading feedback differed between the two groups. The younger panellists mainly noted issues that were not connected to openability, while older panellists noted openability as the most influential factor. Further analysis revealed that openability was also a key issue for the younger panellists, despite their claims to the contrary. Satisfaction was the most critical TS element for describing a package as being easy to open.
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| 9. |
- Witell, Lars, 1972-, et al.
(författare)
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Idea Generation : Customer Co-creation versus Traditional Market Research Techniques
- 2011
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Ingår i: Journal of Service Management. - : Emerald Group Publishing Limited. - 1757-5818 .- 1757-5826. ; 22:2, s. 140-159
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this paper is to understand the differences between proactive and reactive market research techniques during the development of new market offerings. The study focused on the financial and innovative performance of traditional market research techniques, such as focus groups and in‐depth interviews, in comparison to more co‐creation‐oriented techniques that are designed to capture customers' value‐in‐use.Design/methodology/approachThe study was a two‐stage process. Study I, an empirical investigation of 195 development projects in European companies, examined how these companies use different market research techniques and how this relates to the profit margins of new products and services. Study II designed an experiment with 50 users of a consumer good and evaluated the contribution of different market research techniques, based on the degree of originality and customer value.FindingsSignificant differences were found, in terms of both content and originality, between the technique based on customer co‐creation and the two traditional market research techniques (Study II). These findings can help to explain why the relationship between the use of market research techniques and profit margin (Study I) is stronger for co‐creation techniques than it is for traditional market research techniques.Originality/valueDespite empirical evidence that the application of market research techniques based on co‐creation can lead to original ideas, there is a lack of valid studies regarding how co‐creation techniques perform in relation to more traditional methods of collaboration with customers.
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