University of Twente Student Theses


Servitization strategies of suppliers: Exploring the impact of customer market micro segmentation criteria

Heilersig, Roy (2023) Servitization strategies of suppliers: Exploring the impact of customer market micro segmentation criteria.

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Abstract:This research is conducted for a lithium battery manufacturer “LBM” based in the Netherlands. The primary goal of this research is to understand how customer micro level segmentation criteria could influence the servitization strategy of suppliers. The central question is: "How can servitization strategies be developed based on service logic micro level segmentation criteria, examined from the customer's perspective?" The academic implication of this research is the contribution to extend existing knowledge regarding the relationship between servitization types and micro segmentation criteria. In practical terms, it offers valuable insights to managers, for understanding customer needs and formulating tailored servitization strategies for target groups. To give answer to the formulated research questions, the methodology used in this research combines literature review, qualitative research consisting of customer interviews, two focus groups, and a case study at LBM. This research explores the shift from product-centric to service-centric segmentation criteria and develops a framework linking these criteria to servitization strategy. It highlights the connection between servitization and micro-level segmentation criteria. The study further identifies six customer target groups based on service logic criteria, also is identified which services are most valuable to these target groups.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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