Search results

1 – 2 of 2
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 1 January 2005

Satu Vuori and Maria Holmlund‐Rytkönen

Explores internet‐related needs and wants of older adults and identifies internet user segments among them.

4369

Abstract

Purpose

Explores internet‐related needs and wants of older adults and identifies internet user segments among them.

Design/methodology/approach

The internet, primarily designed for the young, has been at the centre of research and business attention for a number of years, whereas so far older age groups have received surprisingly little attention. A survey in the Greater Helsinki area in Finland was undertaken.

Findings

The survey showed that every 55+ respondent was acquainted with the internet and that one‐third of the respondents were non‐users, while the majority were frequent web visitors using and purchasing internet services to an extent fairly similar to younger counterparts. Two segments in line with the life‐stage model, labelled healthy indulging and ailing outgoing internet users, were found and show that there is heterogeneity among this age group.

Research limitations/implications

A limitation common to surveys also concerns this study, namely that the sample was quite small – 127 respondents – and strictly defined. Therefore in future studies it would be justified to expand the number and type of studied 55+ respondents, and also to conduct studies that reveal their real internet behaviour such as observation and participatory studies. Implications for web designers, service providers, and politicians are presented which are based on the respondents' own practical development ideas and suggestions.

Originality/value

The study is valuable because it sheds light on a rapidly increasing market segment on which there currently are very limited empirical findings, in particular outside the USA and concerning internet values and behaviour.

Details

Marketing Intelligence & Planning, vol. 23 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Available. Open Access. Open Access
Article
Publication date: 25 January 2023

Elina Lassila, Eija-Liisa Heikka and Satu Nätti

The purpose of this study is to examine the role of interaction in supporting value co-creation during pre-purchase customer journey stages when selling professional B-to-B…

2435

Abstract

Purpose

The purpose of this study is to examine the role of interaction in supporting value co-creation during pre-purchase customer journey stages when selling professional B-to-B services. First, value co-creation in professional service firms (PSFs) is reviewed, and, second, the role of interaction in the different stages of a customer’s pre-purchase journey is explored, specifically in the context of B-to-B human resource management services.

Design/methodology/approach

Qualitative, semi-structured interview data was collected from potential B2B customers of a PSF in question, providing a broad coverage of prospective clients in architecture, engineering and IT sector.

Findings

In general, the findings of this study indicate that interaction plays a crucial role in pre-purchasing stages of a customer journey. In particular, these findings form understanding of how various interaction channels and content support PSF’s ability to co-create value with its prospects.

Originality/value

The existing research tends to concentrate on how value is created for existing customers, and far less attention has been paid to the perspective of prospects. This study contributes theoretically by providing novel insights into the current literature on value co-creation in PSFs by providing an understanding of how interactions in pre-purchase phases affect the co-creation of value from the perspective of prospects, which is a less researched viewpoint. Empirically, this study offers managers much-needed, context-specific knowledge of PSFs by comparing differences and pulling together similarities from each customer journey stage of PSF prospects.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 13
Type: Research Article
ISSN: 0885-8624

Keywords

1 – 2 of 2
Per page
102050