The purpose of this thesis is to develop a holistic understanding of customers’ value
perceptions and experiences within the online apparel industry. In doing so, the authors’ hope
to develop managerial guidelines for companies to utilize. This will be done with a customerdominant
As the study aims to understand behavior and perceptions, the authors have used an inductive,
qualitative method to gain the deepest possible customer insight. By using a case study, the
authors have been able to further understand the given context. Using focus group interviews
resonated in the authors aim to understand why the participants reasoned as they did, as they
would in a focus group session argue for their standpoint. The interview template was
influenced by the theories on value formation within customer-dominant logic.
This study strengthens the relevance of CD logic empirically and provides a deeper
understanding of customers’ value perceptions and the reasons behind them. Functional
elements of value were proven to be important, yet it was the values derived of emotional and
life-changing elements that created true value. Based on the findings of this study, the authors
have proposed a new term, true value, which refers to a state-of-mind in which a person finds
in psychological well-being through the experiences derived from a product or service.
Furthermore this study highlights social media’s importance within the given context.
Previous research on customer-dominant logic has mainly been on a theoretical level. This
research contributes to service research by studying the phenomena through empirical
research within the online apparel industry. Furthermore, this research develops managerial
guidelines for companies applying customer-dominant logic within the given context.
Awareness of the importance of social media within the online apparel industry can provide
insight and assist businesses in shaping marketing strategies. This research was limited by
time, demographical group and geographical location. Furthermore, the generalizability of the
results is limited to the given context.