Creating value that can't be copied: the use of conjoint analysie to assess customer value in new service creation

J.W. van der Haar, Ron Kemp and S.W.F. Omta
Additional contact information
S.W.F. Omta: Groningen University

No 99A53, Research Report from University of Groningen, Research Institute SOM (Systems, Organisations and Management)

Abstract: One of the greatest challenges for the industrial marketing manager is to incorporate the ‘voice of the customer’ into the design of new products and services. In this paper we suggest a three-step approach to fine tune the product and service offerings of the company. We illustrate how to use a conjoint analysis to bridge the information gap between the company and its customers, by confronting the value the company intends to offer with the value desired by its customers. The illustration is based on a case study in business-to-business marketing, conducted at a technology-based multinational company in office equipment. Different service offerings were presented to customers and prospects as in a real-life purchasing situation. Based on the results, different types of newly designed services that increase the value for the customer could be developed. Keywords: customer value, business-to-business marketing, conjoint analysis

Date: 1999
References: Add references at CitEc
Citations:

Downloads: (external link)
http://irs.ub.rug.nl/ppn/190863773 (application/pdf)
Our link check indicates that this URL is bad, the error code is: 403 Forbidden (http://irs.ub.rug.nl/ppn/190863773 [302 Found]--> https://irs.ub.rug.nl/ppn/190863773 [302 Found]--> https://www.rug.nl/research/portal/publications/pub(aed80b27-e427-4d09-aad6-b9dfa34a62e6).html [301 Moved Permanently]--> https://research.rug.nl/en/publications/pub(aed80b27-e427-4d09-aad6-b9dfa34a62e6).html [301 Moved Permanently]--> https://research.rug.nl/en/publications/creating-value-that-cant-be-copied-the-use-of-conjoint-analysie-t)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gro:rugsom:99a53

Access Statistics for this paper

More papers in Research Report from University of Groningen, Research Institute SOM (Systems, Organisations and Management) Contact information at EDIRC.
Bibliographic data for series maintained by Hanneke Tamling ().