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Customer service experience: An investigation of key success factors of a business model for digitally enhanced and demand driven manufacturing of personalised apparel products
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this paper is to investigate key success factors of a business model for digitally enhanced and demand driven manufacturing of personalised apparel products. Through the investigation of a questionnaire and two focus group discussions the research outlines the co-creation of customers and the company when personalising an apparel productafter individual requests. Furthermore, it examines the relationship and impacts of service experiences towards the customer journey of value-adding personalisation.

Methodology: This study is based on a mixed-method design. The empirical data weregathered through an online questionnaire, which reached out to 183 participants. Furthermore, the data were collected from two focus group discussions with seven students in total. The  discussions were transcribed, coded and analysed using a comparative analysis approach. The main limitations of the research are the limited amount of questionnaire participants and focus groups as well as the focus on personalisation services regarding apparel products.

Findings: The findings of the analysis point out that in order to establish a beneficial demand driven business model for the personalisation of apparel products, a company has to adopt factors such as raising awareness, ensure value-adding integration, ideal information sharing, straightforward operation, incorporate customer’s knowledge, customer satisfaction, enablevaluable personalisation as well as consider customer’s emotion. Additionally, the results illustrate that service experiences have an impact on the customer journey of a personalisation.

Contribution: This paper contributes to the academia by investigating a framework for ther elationship between a customer journey and the service experiences while co-designing a product with a company. Practical contributions are made by investigating key success factors for digitally enhanced, demand driven manufacturing of personalised apparel products and by giving new insights in the integration of customers when using the service of personalisation. The generated framework and the key success factors can be principle guidelines for entrepreneurs and established businesses as well as for future investigations.

Place, publisher, year, edition, pages
2017.
Keyword [en]
Service Experience, Customer Journey, Personalisation, Apparel Product, Demand Driven, Business Model, Service Value Web, Customer Experience, Service, Textile Value Chain
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-12725OAI: oai:DiVA.org:hb-12725DiVA: diva2:1144466
Subject / course
Textile management
Available from: 2017-10-04 Created: 2017-09-26 Last updated: 2017-10-04Bibliographically approved

Open Access in DiVA

MS_TM2017.15.04(7432 kB)24 downloads
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File name FULLTEXT01.pdfFile size 7432 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
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