Customer Value Formation in Practice: A Practice-Theoretical Approach

This thesis introduces a practice-theoretical approach to understanding customer value formation to be used in the field of service marketing and management. In contrast to current studies trying to understand value formation by analysing customers as independent actors and thinkers, it is in this work suggested that customer value formation can be better understood by analysing how value is formed in the practices and contexts of the customers. The theoretical approach developed in this thesis is applied in an empirical study of family cruises. The theoretical analysis in this thesis results in a new approach for understanding customer value formation. Customer value is, according to this new approach, something that is formed in practice, meaning that value is formed in constellations of the customer and contextual elements like tools, physical spaces and contextually embedded images and know-how. This view is different from the current views that tend to see value as subjectively created, co-created, perceived or experienced by the customer. The new approach has implications on how we view customer value, but also on the methods and techniques we can use to understand customer value in empirical studies. It is also suggested that services could in fact be reconceptualised as practices. According to the stance presented in this thesis the empirical analysis of customer value should not focus on individual customers, but should instead take the contextual entity of practices as its unit of analysis. Therefore, ethnography is chosen as a method for exploring how customer value is formed in practice in the case of family cruises on a specific cruise vessel. The researcher has studied six families, as well as the context of the cruise vessel with various techniques including non-participant observation, participant observation and interviews in order to create an ethnographic understanding of the practices carried out on board. Twenty-one different practices are reported and discussed in order to provide necessary insight to customer value formation that can be used as input for service development.

Value of Image in Service

Purpose This paper takes a customer view on corporate image and value, and discusses the value of image in service. We propose a model depicting how the customer’s corporate brand image affects the customer’s value-in-use. Methodology/approach The paper represents conceptual development on customers’ value and image construction processes. By integrating ideas and elements from the current service and branding literature a model is proposed that extends current views on how value-in-use emerges. Findings From a current service perspective it is the customer who makes value assessments when experiencing service. Similarly, if branding is a concept used to denote the service provider’s intentions and attempts to create a corporate brand, image construction is the corresponding process where the customer constructs the corporate image. This image construction process is always present both in service interactions and in communication and has an effect on the customer’s value-in-use. We argue that two interrelated concepts are needed to capture corporate image construction and dynamics and value-in-use – the image-in-use and image heritage. Research implications The model integrates two different streams of research pointing to the need to consider traditional marketing communication and service interactions as inherently related to each other from the customer’s point of view. Additionally the model gives a platform for understanding how value-in-use emerges over time. New methodological approaches and techniques to capture image-in-use and image heritage and their interplay with value-in-use are needed. Practical implications The company may not be able to control the emergence of value-in-use but may influence it, not only in interactions with the customer but also with pure communication. Branding activities should therefore be considered related to service operations and service development. Additionally, practitioners would need to apply qualitative methods to understand the customer’s view on image and value-in-use. Originality/value The paper presents a novel approach for understanding and studying that the customer’s image of a company influences emergence of value-in-use. The model implies that the customer’s corporate image has a crucial role for experienced value-in-use.

Optimization of sample preparation for next-generation sequencing with Illumina Genome Analyzer II

The growing interest for sequencing with higher throughput in the last decade has led to the development of new sequencing applications. This thesis concentrates on optimizing DNA library preparation for Illumina Genome Analyzer II sequencer. The library preparation steps that were optimized include fragmentation, PCR purification and quantification. DNA fragmentation was performed with focused sonication in different concentrations and durations. Two column based PCR purification method, gel matrix method and magnetic bead based method were compared. Quantitative PCR and gel electrophoresis in a chip were compared for DNA quantification. The magnetic bead purification was found to be the most efficient and flexible purification method. The fragmentation protocol was changed to produce longer fragments to be compatible with longer sequencing reads. Quantitative PCR correlates better with the cluster number and should thus be considered to be the default quantification method for sequencing. As a result of this study more data have been acquired from sequencing with lower costs and troubleshooting has become easier as qualification steps have been added to the protocol. New sequencing instruments and applications will create a demand for further optimizations in future.

Fyysinen varhaiskasvatusympäristö päiväkotien varhaiskasvatussuunnitelmissa

The National Curriculum Guidelines on Early Childhood Education and Care (ECEC) in Finland says that ECEC is developed holistically through observing children´s and the educator community´s activities and the ECEC environment. The background of this research was that assesment should be based on commonly agreed principles, which are recorded e.g. to unit-specific ECEC curriculum. The objective of this research was to investigate how unit-specific ECEC curriculums have descriped the physical indoor environment in day-care centres. According to the National Curriculum Guidelines on ECEC, there are four ways of acting that are peculiar to children: playing, physical activities, exploration and artistic experiences and self-expression. The descriptions of physical environment in unit-spesific curriculums were observed through above mentioned four ways of acting. In addition to that, the descriptions of four ways of acting were compared to each other, in order to find out, which are the main differencies and similarities in relation to physical ECEC environment. Research material was build on unit-specific ECEC curriculums from 18 day-care centres of Helsinki. Target of the research were the descriptions of physical indoor environment in curriculums.The method used in the research was theory-guided content analysis. The analyses were mainly qualitative. The descriptions of psysical environment varied widely both quantitatively and by substance. All curriculums contained mentions of playing and artistic experiences and self-expression, but mentions of physical activities and exploration were noticiably fewer. All four ways of acting were mentioned in research material in relation to premises and instruments. Also, principles related to the use of premises and instruments and other more common priciples were mentioned in relation to all ways of acting. Instead of that, children were not mentioned even once as an upholders or innovators of physical activities environment and children were mentioned only once regarding to exploration environment. All ways of acting included scenarios of e.g. that environment must provide possibilities of particular way of acting, and both materials and instruments must be available for children. Anyhow, research material did not include any principle or scenario that relates to physical environment that would have occurred in every unit-specific curriculum.