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Building an organizational culture when delivering commercial experiences – the leaders’ perspective

Building an organizational culture when delivering commercial experiences – the leaders’ perspective PurposeThe purpose of this paper is to identify, present and analyze the strengths and weaknesses mentioned by leaders when describing how their organization works with creating customer value in commercial experiences. Furthermore, the overall research purpose is to explore the creation of customer value in commercial experiences.Design/methodology/approachAn interview study with eight managers focused on how their organization creates customer value when offering commercial experiences. Results were analyzed with regard to creating customer value, customer involvement and development of new experiences.FindingsA literature study confirms an increasing interest in commercial experiences both financially and because of customer demand. The conducted interview study found several areas of improvement where the greatest potential was in the building of a strong organizational culture based on values to ensure co-creation of customer value between the organization and the customer. Also found to be important were working with customer involvement when co-producing the experience, discovering customer expectations and measuring the results of the delivered customer value.Originality/valueWhen it comes to commercial experiences, one of the keys to creating customer value is the element of surprise and delivering the unexpected. This advocates studying the theory of attractive quality, discovering the unspoken needs of the customer. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Quality and Service Sciences Emerald Publishing

Building an organizational culture when delivering commercial experiences – the leaders’ perspective

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1756-669X
DOI
10.1108/IJQSS-04-2015-0040
Publisher site
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Abstract

PurposeThe purpose of this paper is to identify, present and analyze the strengths and weaknesses mentioned by leaders when describing how their organization works with creating customer value in commercial experiences. Furthermore, the overall research purpose is to explore the creation of customer value in commercial experiences.Design/methodology/approachAn interview study with eight managers focused on how their organization creates customer value when offering commercial experiences. Results were analyzed with regard to creating customer value, customer involvement and development of new experiences.FindingsA literature study confirms an increasing interest in commercial experiences both financially and because of customer demand. The conducted interview study found several areas of improvement where the greatest potential was in the building of a strong organizational culture based on values to ensure co-creation of customer value between the organization and the customer. Also found to be important were working with customer involvement when co-producing the experience, discovering customer expectations and measuring the results of the delivered customer value.Originality/valueWhen it comes to commercial experiences, one of the keys to creating customer value is the element of surprise and delivering the unexpected. This advocates studying the theory of attractive quality, discovering the unspoken needs of the customer.

Journal

International Journal of Quality and Service Sciences – Emerald Publishing

Published: Jun 20, 2016

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