University of Twente Student Theses
Identifying customer needs in the craft-based industry in context of the Colored Glass Company
Steen, D.W. (2024) Identifying customer needs in the craft-based industry in context of the Colored Glass Company.
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| Abstract: | Identifying customer needs is an important process for success in small businesses in the craft sector. Deeply understanding customer needs can result in the increase of their prospective customer base. This study aims to show this importance based on the context of The Colored Glass Company. The company faces a problem of relying on a small long standing customer base. It wants to improve the identification of their customer needs in order to create strategies that can increase their prospective customer base in both Business-to-Business and Business-to-Customer environment. By using the design research methodology by Keskin and Romme and the CIMO framework, this study researches the identification of customer needs through a structured literature review and qualitative interviews. The findings highlight several tools regarding identifying customer needs of small craft-based companies: regulating communication with customers, actively collecting feedback, having good relationships with customers through high customization and personalization, and proactively exploring the market. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/100259 |
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