University of Twente Student Theses
Thesis on a branded B2B customer experience
Wahid, H. (2020) Thesis on a branded B2B customer experience.
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| Abstract: | Purpose – The purpose of this research was to create an adapted Brandslation process and Brand Experience Manual for mid-sized B2B companies – with a case study company. This required an understanding of a B2B context on the customer experience and value co-creation. This enables firms to create more competitive service offerings (creating trust in the service experience and customer loyalty). It is necessary as the customer journey becomes complex and it is easy for customers to switch suppliers. Design/Methodology – This research used a subjectivist approach to investigate the multiple constructed realities of the main key stakeholders. The research strategy framing the research is an action research – to study the research problem and understand the business context. It included 30 interviews with an internal (employees and managers) and external (customers and distributors) perspective. This created a foundation to get a holistic perspective. Afterwards, 6 workshops were conducted with employees. Findings –The outcomes were: a) a Brand Experience Manual for the case study company ‘MoCap’ and b) an adapted Brandslation process and a simplified Brand Experience Manual in the context of mid-sized B2B firms. This process can be used and adapted in the future. It is suitable for use by employees and business managers to understand what kind of brand experience to deliver. Originality/Value – The thesis contributes to research on value co-creation and Service Branding under a Service-Dominant Logic by applying the Brandslation process in a new context (mid-sized B2B firms). Even if B2B companies have multiple products and types of audiences, there is a core brand and a core Brand Experience Proposition (which then needs to be adapted for different touchpoints). Limitations – Customers were interviewed to understand their perspective – but it was not possible to include them in the workshops due to time constraints. In addition, there were the normal limitations that come along with being a university student. There were time constraints which did not allow me to spend too much time in the implementation phase of the manual, I was an external researcher and had access to resources (both from the company and from my university) as a student. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/85103 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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