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Article
Publication date: 14 November 2018

Johanna Still, Hanna Komulainen and Satu Nätti

This study provides us with new knowledge in the form of conceptual framework of the contextual layers of service experience within professional business services. This…

Abstract

Purpose

This study provides us with new knowledge in the form of conceptual framework of the contextual layers of service experience within professional business services. This study aims to answer the following questions: What kinds of contextual layers can be identified influencing service experience? How specific characteristics of professional service context may influence customer experience at these different layers?

Design/methodology/approach

The framework is based on extensive literature review considering research in the fields of service and relationship perspectives, likewise professional services.

Findings

The framework is based on extensive literature review in the fields of service and relationship perspectives, likewise professional services.

Originality/value

Only a limited number of studies seem to address the highly topical context of professional/knowledge-intensive business services and relationships. The authors tie the discussion concerning different contextual layers of service experience to this specific operating context with the aim of identifying their importance and influence in service experience. Related to this context, this study highlights the importance of understanding role of individuals in service experience, rarely emphasized in B2B dyadic setting. The framework also contributes to current discussion regarding service experience and “zooms in” to the context and its detailed levels.

Details

Journal of Business & Industrial Marketing, vol. 33 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Article
Publication date: 18 May 2020

Timo Pohjosenperä and Hanna Komulainen

This paper aims to explore the dynamics of value co-creation in the context of health care logistics by focusing on the change in the value creation spheres of a logistics…

Abstract

Purpose

This paper aims to explore the dynamics of value co-creation in the context of health care logistics by focusing on the change in the value creation spheres of a logistics service provider and its customer organization.

Design/methodology/approach

The development of value co-creation between the two organizations was researched through a qualitative case study that focuses on a situation wherein the hospital’s central warehouse was moved to a more distant location. Data consist of the interviews and focus group discussions of both nursing staff and logistics managers before and after the change. The empirical results are reflected to service and value co-creation literature as well as to existing knowledge about health care logistics.

Findings

The new situation compelled the counterparts to plan more structured logistics service procedures, as there was no longer any possibility for nursing staff to pick up urgently needed items from the central warehouse. This strengthened the role of the joint value creation sphere and made it more visible during the change.

Research limitations/implications

The study contributes to the evolving research on health care logistics and connects it to timely service value discussion. This paper proposes that as the physical distance of service facilities increases, the joint co-creation sphere, interestingly, gets widened during the change.

Practical implications

Managerially, the study provides implications for how to develop health-care material logistics to provide more value for both the logistics service providers and their customers.

Social implications

Understanding value co-creation in health care logistics services supports care organizations in developing their processes toward better care for the patients. Thus, health care logistics research facilitates societies and health-care systems to reach their goals in terms of better service and lower costs.

Originality/value

This study presents an up-to-date example of value co-creation in the scarcely researched context of health care logistics.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 12
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 10 July 2018

Hanna Komulainen, Saila Saraniemi, Pauliina Ulkuniemi and Marianne Ylilehto

The purpose of this paper is to examine how the customer value experience conveys the restructuring of the service network in the banking industry. The banking sector has…

Abstract

Purpose

The purpose of this paper is to examine how the customer value experience conveys the restructuring of the service network in the banking industry. The banking sector has often been one of the early adopters of IT in terms of connecting their services and customers. While developing digital services, however, banks are also concerned that they are losing contact with their customers. At the same time, fast developing technologies enable new companies to enter the industry to offer their services. As a result, the service supply chains in the banking industry appear to be restructured.

Design/methodology/approach

The empirical data were collected by using a qualitative method of focus groups and interviews with end-users of banking services.

Findings

According to findings, customers value a holistic approach to the services, and such a holistic value cannot necessarily be provided by a single banking service provider because the ecosystem around such services is becoming more complex.

Practical implications

Service supply chains need to be restructured based on the end-customer value experience.

Originality/value

This study contributes to value research and especially to the discussion in service experiences by addressing some of the disruptions happening at the industry level. The paper shows that the focus should be on customer value because banks should understand that their services are not enough for the customers—they are only seen as banks, not as providers of the holistic value that is required from the customer’s point of view.

Details

Marketing Intelligence & Planning, vol. 36 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Content available
Article
Publication date: 3 May 2019

Hanna Komulainen and Saila Saraniemi

The purpose of this paper is to increase understanding about how to improve customer value and to make mobile banking services a profitable business for banks and other…

Abstract

Purpose

The purpose of this paper is to increase understanding about how to improve customer value and to make mobile banking services a profitable business for banks and other financial actors. The study explores the user experiences and related value of a new mobile banking service.

Design/methodology/approach

The study is implemented as a case study that is phenomenological in nature and linked to an interpretive consumer study. Empirical data were collected through 14 semi-structured theme interviews and a diary method. The data were analysed by using a content analysis method.

Findings

The findings illustrate the importance of customer centricity in the mobile banking context by identifying customer experience and related value in a new mobile banking service. The study extends current understanding of customer experience as a complex and multifaceted phenomenon by including value related to process, the use situation and the outcome, and it identifies temporality as influencing and connecting all these aspects. The study identifies several aspects that help us to understand what creates value for the customer while using mobile banking services.

Research limitations/implications

As one limitation, this study was conducted in a developed country and the findings could be different in an emerging market context. Another limitation relates to the data, as the interviewees’ age range is quite limited, ranging between 20 and 40 years. However, they represent the consumers who normally use mobile services well and thus provide reliable data about their use experiences.

Practical implications

As the banking industry is currently experiencing rapid and widespread changes and customers become more demanding, it is crucial for banks and other mobile service providers to understand the everyday lives of their customers and to integrate their future services into the customers’ value creation processes as smoothly and inseparably as possible. The findings of this study will help banks and other financial institutions to develop their strategies and operations in regard to customer-oriented thinking, which will further help them to create long-term, profitable customer relationships and improve future viability.

Originality/value

The study contributes to bank marketing research and extends previous research on customer-centred service marketing by providing a framework that identifies the value related to customer experience in a new mobile banking service. It explores the experiences of actual mobile banking service customers’ and the related value, and thus provides original implications for both theory and practice.

Details

International Journal of Bank Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

Content available
Article
Publication date: 15 July 2021

Marianne Ylilehto, Hanna Komulainen and Pauliina Ulkuniemi

The purpose of this study is to explore the customer shopping experience in the innovative technology setting. Specifically, the purpose is to understand how do innovative…

Abstract

Purpose

The purpose of this study is to explore the customer shopping experience in the innovative technology setting. Specifically, the purpose is to understand how do innovative technologies influence the customer shopping experience?

Design/methodology/approach

This qualitative, explorative study has characteristics of a phenomenological research strategy. The data were collected from four focus groups and ten in-depth interviews with consumers. Abductive approach with an implementation of content analysis was used as a method of analysis.

Findings

The results show that there are three critical factors in customer's shopping experience in the context of innovative technologies; (1) channel choice, (2) value dimensions related to convenience and enjoyment, and (3) social interaction. All factors are highly intertwined and influence each other.

Originality/value

This study contributes to customer experience literature by offering a framework for understanding customer shopping experiences in the innovative technology setting. These findings have important implications for retail managers seeking to enhance customer experience and achieve a competitive advantage by utilizing innovative technology.

Details

Baltic Journal of Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-5265

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Article
Publication date: 20 June 2019

Hanna Komulainen, Elisa Mertaniemi, Nina Lunkka, Noora Jansson, Merja Meriläinen, Heikki Wiik and Marjo Suhonen

The purpose of this paper is to describe persuasive speech and discourses in multi-professional organizational change facilitation meetings at a hospital through…

Abstract

Purpose

The purpose of this paper is to describe persuasive speech and discourses in multi-professional organizational change facilitation meetings at a hospital through rhetorical discourse analysis. Previous research has often considered organizational change to be a managerial issue, with other employees given the rather passive role of implementators. This study takes an alternative approach in assuming that organizational change could benefit by involving those who are most familiar with the tasks to be changed.

Design/methodology/approach

The study employed a qualitative, case study approach and focused on the construction of a hospitalist model within multi-professional change facilitation meetings. Eight videos of these multi-professional change facilitation meetings – which occurred between January and September 2017 – were observed and the material was analyzed by rhetorical discourse analysis. An average of 10–20 actors from different professional groups participated in the meetings. The change actors comprised physicians, nursing staff and nursing managers, along with a secretary and hospitalist. The meetings were conducted by a change facilitator.

Findings

The persuasive speech in the analyzed organizational change meetings occurred within five distinct discourses: constructing the change together, positive feedback, strategic change in speech, patient perspective and driving change. The content of these discourses revealed topics that are relevant to persuading members of healthcare organizations to adopt a planned change.

Originality/value

The presented research provides new knowledge about how persuasive speech is used in organizational change and describes the discourses in which persuasive speech is used in a healthcare context.

Details

Journal of Health Organization and Management, vol. 33 no. 4
Type: Research Article
ISSN: 1477-7266

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Article
Publication date: 4 March 2014

Hanna Komulainen

This study aims to explore the role of learning in value co-creation in the context of new technological B2B services. The research objective is approached from the…

Abstract

Purpose

This study aims to explore the role of learning in value co-creation in the context of new technological B2B services. The research objective is approached from the customers' viewpoint, in terms of their motivation to make sacrifices in learning and to embark on value co-creation with a service provider.

Design/methodology/approach

This study is based on a qualitative case study. The main source of data is 17 interviews with retailers who tested a new m-advertising service.

Findings

The findings show that the customer's motives to make sacrifices, their absorptive capacity and exploitative/explorative learning orientation are important in explaining the role of learning in value co-creation, because perceived value can vary significantly depending on the level of the absorptive capacity of the firm, the orientation towards learning, and the customer's sacrifices in learning.

Practical implications

The study can be of use to providers of new technological business services in showing how to persuade customers to learn to use the service and engage in value co-creation. This is important since the active participation of both actors is required to co-produce the technological B2B service.

Originality/value

The study contributes to the existing value theory by offering new critical insights into the essential role of customer learning in value co-creation. Closely related to this, the study explores customer motivation to make sacrifices in learning and to get involved in value co-creation with service provider, specifically in the context of new technological B2B services. In so doing, this study offers empirically-based insights into value co-creation and thus advances the current understanding of value phenomena.

Details

Journal of Business & Industrial Marketing, vol. 29 no. 3
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 11 March 2014

Hannu Makkonen and Hanna Komulainen

The purpose of this paper is to shed light on perceived value for the participating actors during the new service development (NSD) process. The authors are particularly…

Abstract

Purpose

The purpose of this paper is to shed light on perceived value for the participating actors during the new service development (NSD) process. The authors are particularly interested in how participant value emerges in a multi-actor NSD process and how it can be conceptualized.

Design/methodology/approach

The empirical research design comprised three extensive living lab experiments in a real end-user environment over a three years period.

Findings

The study is illustrative by its nature and advances two main arguments through conceptual analysis and empirical illustration: NSD can be seen as the identification of actual and emerging needs and technologies and their matching; and the matching process builds on the interaction between the participants and is characterized by their individual motives to leverage the NSD process for value-in-context.

Practical implications

A careful investigation of the different stakeholders' expectations of the NSD process provides a basis on which to create lucrative value propositions instead of approaching potential stakeholders with technology- or product-centric arguments.

Originality/value

The paper opens avenues for further research to develop the current conceptualizations of NSD in launching the new service emergence perspective.

Details

Management Decision, vol. 52 no. 1
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 14 August 2007

Hanna Komulainen, Tuija Mainela, Jaana Tähtinen and Pauliina Ulkuniemi

The purpose of this paper is to examine why retailers' perceptions of the value of a novel technology‐intensive mobile advertising service differ.

Abstract

Purpose

The purpose of this paper is to examine why retailers' perceptions of the value of a novel technology‐intensive mobile advertising service differ.

Design/methodology/approach

The research design follows an abductive approach. The empirical data were gathered through a field experiment by interviewing retailers who used a mobile advertising service for the first time.

Findings

This study suggests a categorisation of customer‐perceived value sub‐elements in a novel technology‐intensive business‐to‐business (b‐to‐b) service consisting of two outcome‐level benefits, three process‐level benefits, and two types of sacrifices, i.e. monetary and non‐monetary. Furthermore, the study suggests that the value elements are not of equal importance. Different retailers value different threshold benefits that influence their willingness to use the service. Moreover, the retailers' participation in value co‐creation with a service provider influences the value perceived from the service.

Research limitations/implications

This experimental empirical setting involves two limitations. The trial period was relatively short and, due to the development stage of the service, the use of the service was offered free of charge. Therefore, future research should be conducted with commercialised novel technology services.

Practical implications

Retailers differ according to their willingness and ability to use novel technology‐intensive services, which also reflects how they perceive value and what kind of value they perceive. Thus, mobile service providers need to consider offering different service packages to different types of customers. Service providers also need to ensure that retailers are aware of all the commercial and non‐commercial benefits of the novel service. Retailers should realise that the commercial potential of mobile advertising is different from the traditional means of advertising.

Originality/value

For a research audience, the study extends the existing research on value creation by focusing on retailers' different value perceptions of a novel technology‐intensive b‐to‐b service. For developers of an innovative technology‐intensive service, the study shows the different customer types and how they influence buying decisions.

Details

International Journal of Service Industry Management, vol. 18 no. 4
Type: Research Article
ISSN: 0956-4233

Keywords

Content available
Article
Publication date: 1 February 2011

Pauliina Ulkuniemi and Saara Pekkarinen

Abstract

Details

Journal of Business & Industrial Marketing, vol. 26 no. 5
Type: Research Article
ISSN: 0885-8624

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