University of Twente Student Theses


Improving customer perceived value in the brand management technology market

Bekkers, Bjorn (2016) Improving customer perceived value in the brand management technology market.

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Abstract:The study concerns the research on how to improve customer value in the market of brand management technology. Customer value is the main concept in the study, and is defined by Woodruff (1997, p. 142) as a "customer's perceived preference for and evaluation of those product attributes, attribute performances, and consequences arising from use that facilitate (or block) achieving the customer's goals and purposes in use situations". This study is a result of a business problem detected by NykampNyboer. The company operates as a consultant and intermediary in the brand management technology market, and notices a decline in sales performance in this field and is curious where this reducing attractiveness comes from. By gathering relevant information on the market and its customers, NykampNyboer seeks to improve its customer value. When delivering a superior customer value, a competitive advantage is able to be achieved. The main research question is formulated based on the information provided: How can NykampNyboer benefit from analyzing trends and developments and customers in the role of intermediary and consultancy on the brand management technology market to improve customer value and achieve a sustainable competitive advantage?
Item Type:Essay (Master)
NykampNyboer B.V.
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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