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Article
Publication date: 22 March 2019

Leena Alakoski and Irma Tikkanen

The purpose of this paper is to increase understanding of end consumer’s value creation in the context of Finnish nature-based tourism from the viewpoint of the customer-dominant…

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Abstract

Purpose

The purpose of this paper is to increase understanding of end consumer’s value creation in the context of Finnish nature-based tourism from the viewpoint of the customer-dominant logic (CD logic) of service.

Design/methodology/approach

Existing research on the CD logic of service and value creation, consumer value and value creation as a hierarchical process is reviewed. The exploratory research design was applied. The data were constituted of 40 end consumers’ interviews. Based on the means-end chain model, a laddering interview was applied.

Findings

The findings indicated that end consumer’s value created in a nature-based tourism service included five final value categories. Those categories were related to emotions and feelings, enjoyment, fun and even lifetime memories. They indicated long-term characteristics of value, individually created value, collective experience and shared value.

Practical implications

The findings increased understanding of end consumer’s value creation as a process. The paper provided ideas for developing better nature-based tourism service offerings, value propositions and insights into end consumer’s value creation in terms of individual and shared value. The findings are valuable for nature-based tourism researchers and stakeholders.

Originality/value

New knowledge on end consumer’s value creation process was created by presenting the hierarchical value maps. The five final value categories indicated the value-in-use. The final value categories emphasised either individual or shared value, which included the end consumer’s life and previous experiences. The preliminary findings will help to develop hypotheses and research problems for future research.

Details

Journal of Hospitality and Tourism Insights, vol. 2 no. 1
Type: Research Article
ISSN: 2514-9792

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Article
Publication date: 26 March 2018

Jukka Ojasalo and Katri Ojasalo

The purpose of this study is to develop a service logic oriented framework for business model development. “Service logic” covers the basic principles of the three contemporary…

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Abstract

Purpose

The purpose of this study is to develop a service logic oriented framework for business model development. “Service logic” covers the basic principles of the three contemporary customer value focused business logics: service-dominant logic, service logic and customer-dominant logic.

Design/methodology/approach

This study is based on an empirical qualitative research and deployed the focus group method. The data are generated in a series of interactive co-creative focus group workshops involving both practitioners and academics.

Findings

As the outcome, a new tool was developed, called Service Logic Business Model Canvas. The new canvas is a modified version of the original Business Model Canvas (Osterwalder and Pigneur, 2010).

Research limitations/implications

This study adopts service logic in business model thinking and increases knowledge on how to keep the customer needs in the centre of business model development.

Practical implications

The developed canvas makes the theory of service-dominant logic tangible and easily applicable in practice. It enables service innovation truly based on customer value by ensuring that the customer is in the centre of all the elements of a business model. It can function both as a rapid prototype of a new business model and as a communication tool that quickly illustrates the company’s current business model. It can also help in creating a customer-centred business culture. It is designed to be applied to each customer profile separately, thus enabling a deeper understanding of the customer logic of each relevant profile.

Originality/value

Earlier business model frameworks tend to be provider-centric and goods-dominant, and require further development and adaptation to service logic. This study adopts service logic in business model thinking. It embeds the true and deep customer understanding and customer value in each element of the business model, and contributes to both business model and service-dominant logic literature.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 20 no. 1
Type: Research Article
ISSN: 1471-5201

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