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Organizational Culture & Customer Relationships in a Servitization Context

Bisschop, J. (2015) Organizational Culture & Customer Relationships in a Servitization Context.

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Abstract:This thesis presents qualitative research on servitization within SMEs. We have investigated the relationship between Organizational Culture and the degree of Servitization. We also investigated the relationship between Customer Relationships and the degree of Servitization. A literature study revealed that an adhocracy culture seems to be the best suitable culture for companies that servitize. Literature also shows that intimate Customer Relationships are needed to achieve a high level of servitization. The results of interviews in eighteen SMEs provide support for these theories.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Keywords:Servitization, Organizational culture, Customer relationship, Competing values model, Service continuum
Link to this item:https://purl.utwente.nl/essays/67496
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