Value Propositions Related Communication and What Creates Value in Civil Engineering from a Service-Dominant Logic perspective
Year: 2024
Type: dissertation
Abstract: Value propositions consider the context, competitive environment, customer base, products, and other factors, that uniquely and credibly, communicate the benefits in the mindset of mutual gain of involved actors. The Service-Dominant (S-D) Logic framework consists of eleven foundational premises intended to explain value creation through service-for-service exchange. \n \nThe aim is to improve the service provided to an existing customer. To identify the key areas of importance to creating and co-creating value a qualitative study was conducted with front office employees in managerial positions at the firm and from the customer. \n \nA customer profile was built with research questions related to their daily work activities, customer pains (what the customer wants less of) and customer gains (what the customer dreams of). The answers provided valuable insight to new value propositions and value experiences in a service context. A value map - what services are or can be made available - was constructed in the firm through additional interviews based upon the customer profile results, to reduce customer pains and increase customer gains. \n \nThe result after synthesizing the interview answers was an “actor-related communication in value proposition(s) and generated value experiences” framework. The managerial use of the framework model serves as a base e.g. improvement of processes, relationship building, strategies and a tool for creating value propositions. The framework will also guide users to an S-D logic mindset of “doing something for the benefit of another actor” instead of the more established G-D logic mindset of units of output.
Source: Theseus (Ammattikorkeakoulujen)
Author: Ekblad, Christian
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7072130206