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Should we Differentiate Between Business and Private Customers?
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.ORCID iD: 0000-0001-8278-1442
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration. Karlstad University, Faculty of Economic Sciences, Communication and IT, The Service and Market Oriented Transport Research Group.ORCID iD: 0000-0003-2705-0836
2010 (English)Conference paper, Published paper (Refereed)
Abstract

Abstract

The question we pose in this paper is how similar or different really private and business customers are? There are several potential differences among these two groups. It can be assumed that the private customers generally are more free to make their own choices based on what best fits their needs. While a business customer may have more limits and can be more bound by company policies and contracts when selecting a service provider. The context we have chosen for this study is air travel. The context is relevant since business and private customers make similar choices; they need to go from one location to another. The results are based on qualitative studies.

It turned out that the business customers were not as bound by company policies as we first thought. The findings showed a partially different decision-process character where the private costs in terms of family and personal needs occurred as being the most important aspects of the relationships between business customers and the airport service and flights in comparison. The results show that in companies not only job matters such as possibility to work decide the way of travelling but equally important are the clearly private aspects in the choice situations such as time with family. Time is accordingly an important asset for business customers, which was assumed, but it is not time in combination with companys strategies or programs that decide but pure private motives that act basis when departure and arrival occur in the business-traveling customers week programs.

Price was found to be important but not as important as was customers possibilities to work or time with the family. The implication is that in a theoretical perspective the function of the consideration sets (Srinivasan 1987; Nedungadi 1990; Heide and Weiss 1995; Grewal et al. 1999) of private and business customers appears to look the same, only the features differ. In comparison with the complex service-purchasing process models (Valk and Rozemeijer 2009) of the business-relationship literature the procedure seems not always to occur in a structured way and in accordance with the company strategies. The implication is that airline companies build their programs on premises that are not used by business customers.

Place, publisher, year, edition, pages
2010.
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-10789OAI: oai:DiVA.org:kau-10789DiVA, id: diva2:494344
Conference
19th Annual Frontiers in Services
Available from: 2012-02-08 Created: 2012-02-08 Last updated: 2015-05-27Bibliographically approved

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Roos, IngerGustafsson, AndersEdvardsson, Bo

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