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Packaging and Customer Value: A Service Perspective
Karlstad University, Division for Business and Economics.
2004 (English)Licentiate thesis, comprehensive summary (Other academic)
Abstract [en]

Already in the mid-seventies it was concluded that there are very few, if any, ‘pure’ goods or services. Nevertheless, over 20 years later, most publications on services focus on how service characteristics differ from goods. More recent research emphasizes that the present economy is, and will continue to be, service-dominated, but it also acknowledges that the offered good is an important part of the offer. It has also been suggested that the most important work in service research today applies both to the service sector and the goods sector. In this licentiate thesis an attempt is made to conduct research that applies to both these sectors by investigating packaging from a service perspective.

The traditional role of packaging in consumer products has been to store and protect the content. Current consumer and industry trends, however, suggest an increasingly important role for packaging as a strategic tool as well as a marketing vehicle. Companies consequently need to develop, design, and provide packages with high customer-experienced quality. In this context it is important to recognize that customer value is something perceived by customers rather than objectively determined by companies.

To study packaging from a service perspective is relevant for several reasons. One reason is that packaging is something that can have several functions, which include something more than the physical package. Another is that packages are carriers of information that is interpreted by customers. The combination of functions, information, the physical package, and its content creates the total customer experience.

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet , 2004. , p. 51
Series
Karlstad University Studies, ISSN 1403-8099 ; 2004:15
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-2456ISBN: 91-85019-79-8 (print)OAI: oai:DiVA.org:kau-2456DiVA, id: diva2:24798
Presentation
2004-04-27, Agardhsalen, 11D 257, Karlstads universitetKarlstad, 10:00 (English)
Opponent
Supervisors
Available from: 2009-02-18 Created: 2009-02-18 Last updated: 2013-10-14Bibliographically approved
List of papers
1. Winning at the first and second moments of truth: An exploratory study
Open this publication in new window or tab >>Winning at the first and second moments of truth: An exploratory study
2005 (English)In: Managing Service Quality, ISSN 0960-4529, E-ISSN 1758-8030, Vol. 15, no 1, p. 102-115.Article in journal (Refereed) Published
Abstract [en]

Purpose – To contribute to the theoretical work on products that contain both tangible (goods) and intangible (service) dimensions, by arguing that the consumption of physical goods and services should be understood as a process with two major steps – the first and second moments of truth.Design/methodology/approach – An investigation of the service perspective and packaging is made based on a literature review. Empirical examples are then presented from an interview study of people working with packaging-related issues at Procter & Gamble, Schwarzkopf & Henkel, Procordia Food, and Coop. The relationship between theory/concepts and research in the paper can be described in terms of extension and emergent.Findings – Consumers evaluate quality when they purchase an offering and when they consume it. Using the terminology of the present paper, this means that the perception of quality is created at both the first and second moments of truth. The first moment of truth is about obtaining customers’ attention and communicating the benefits of an offer. The second moment of truth is about providing the tools the customer needs to experience these benefits when using the product. The combination of these two moments of truth makes up the total customer experience.Originality/value – This paper holds the potential to contribute to extending understanding of the service perspective and service encounters.

Place, publisher, year, edition, pages
Bingley, UK: Emerald Group Publishing Limited, 2005
Keywords
Services, Packaging, Consumer behaviour
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-2070 (URN)10.1108/09604520510575290 (DOI)
Available from: 2007-01-19 Created: 2007-01-19 Last updated: 2022-11-16Bibliographically approved
2. Kanos Theory of Attractive Quality and Packaging
Open this publication in new window or tab >>Kanos Theory of Attractive Quality and Packaging
(English)Manuscript (Other (popular science, discussion, etc.))
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-2458 (URN)
Available from: 2009-02-18 Created: 2009-02-18 Last updated: 2022-11-16Bibliographically approved

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