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Improvement of perceived customer value generated by Say Yeah Motion Media

Brinkman, L.J. (2015) Improvement of perceived customer value generated by Say Yeah Motion Media.

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Abstract:This research, which is commissioned by Say Yeah Motion Media, is conducted in order to improve the perceived customer value of its health and government related customers. Say Yeah Motion Media is a Dutch media company located in Enschede. Every video offered by Say Yeah Motion Media can be described as customized, since the customers are in the middle of the attention. The following question will be answered within this research:  In what way should Say Yeah arrange its value proposition in order to improve the perceived customer value of their health and government related customers? In order to provide insight in the way Say Yeah should arrange its value proposition to eventually improve the perceived customer value of these target customers, a combination of literature study and field research is used. Within the literature study two comprehensive models of La Pierre (2000) are selected on which the field study is based. Semi-structured interviews, partly based on these analytical models, are conducted with two managers of Say Yeah followed by eight target customers. The data gathered during these interviews will be analysed in order to create an understanding of the value proposition of Say Yeah and the perceived customer value of these customers. Since both models contain similar elements, a clear comparison of the data can be made. The comparison of these two analyses will provide insight in the extent to which the value proposition is aligned to the perceived customer value. In general, it can be stated that the value proposition is aligned to the perceived customer value to a relatively high extent. The majority of the customers perceive the quality of the products and services of Say Yeah as appropriate and sufficient. Although some suggestions are made, since some customers do not experience optimal value on every element within the models. When the value proposition of Say Yeah is arranged differently of the followings aspects, the perceived customer value might probably improve.
Item Type:Essay (Bachelor)
Clients:
Say Yeah Motion Media, Nederland
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/67395
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