What do Sports Sponsors Really Want? The effects of service quality, service value and customer satisfaction on behavioral intentions in sports sponsorship context

The aim of this Master’s thesis was to study the antecedents of customer satisfaction and behavioral intentions and their relative relationships in the sports sponsorship context. The possible antecedents under investigation in the current research are service value and service quality. As the academic background in the sports sponsorship literature is still rather modest there was a need for further empirical testing. The theoretical part of the research builds on the existing services marketing literature with sports sponsorship and business-to-business contexts in mind. The empirical study focused on the case company Liiga-SaiPa Oy. The data for the empirical analysis was collected via quantitative online survey. The total sample consisted of 357 the case company’s business customers and a total of 80 usable responses were collected. The data was analyzed by using statistical analysis software, SPSS. According to the results of the empirical analysis the most important antecedent of behavioral intentions in the underlying context is customer satisfaction. Also service value was found to have a direct and positive relationship with behavioral intentions. Moreover no indirect relationships through satisfaction were found between service quality and service value and behavioral intentions. However both constructs of service value and service quality were diagnosed to have a direct and positive effect on customer satisfaction. Service quality was also found to be a direct antecedent of service value with other service value benefits. However a contradicting finding with the current literature was, that service value sacrifices were not found to have a significant relationship with overall service value perceptions.

Quantifying avian relative abundance and ecosystem service value to identify conservation opportunities in the Midwestern U.S.

Grassland birds are highly imperiled because of historical habitat loss and ongoing conversion of grasslands to agricultural and urban land uses. Therefore, prioritizing and further justifying conservation action in remaining grasslands is critical to protecting what remains. Grassland bird conservation has focused on identifying and protecting large grassland complexes referred to as Grassland Bird Conservation Areas (GBCAs). We identified and classified GBCAs in a region highly impacted by both agricultural and urban land conversion using previously developed methods. Then, we extended the analysis to include estimated relative abundance of five grassland focal species in each GBCA. Models of relative abundance were built using eight years of monitoring data collected by citizen scientists. Finally, we quantified the value of ecosystem services provided by each GBCA. There were nearly 55,000 ha of grassland habitats in the Chicago Metropolitan Region that met GBCA criteria, 33% (18,415 ha) of which were protected. Proportion of abundance in protected versus unprotected areas was similar for Bobolink (Dolichonyx oryzivorus; 46%), Grasshopper Sparrow (Ammodramus savannarum; 52%), and Sedge Wren (Cistothorus platensis; 48%), whereas, Henslow’s Sparrow (Ammodramus henslowii; 75%) had a higher proportion of relative abundance in protected GBCAs and Eastern Meadowlark (Sturnella magna) had lower proportions (37%). GBCAs provisioned just under $900 million annually in ecosystem services, 73% of which is because of flood control. Outputs of this comprehensive approach will inform grassland bird conservation by providing detailed information about the value for birds and people of grassland habitats.

Drivers and barriers to value creation in mobile service delivery

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The roles and tasks of salespeople in Software-as-a-Service company's value-based sales process

Recent research in relationships marketing and sales and sales management emphasizes companies’ ability to create customer value as a core of all business-to-business relationships. The role of individual salespeople in business relation-ships is commonly acknowledged, but has been largely neglected in extant literature. This study offers especially more detailed perspective on salespeople’s roles and tasks in business-to-business value-based sales process. It focuses especially on Software-as-a-Service business environment. The objective of the study is to find out how salespeople can create value in Software-as-a-Service value-based sales process. It determines value-based sales process, salespeople’s roles and tasks in it, and combines value assessment in to process. The results indicate that salespeople have to adapt different selling roles and tasks in Software-as-a-Service value-based sales process to be able to support the customer’s value-in-use experience. The process itself is highly complex, consisting of multiple facets and selling behaviors, and involves relevant actors from both parties of relationship. The study concludes with a discussion of possibilities that provide interesting aspects for future research.

A value-oriented model for managing service supply chains

Service supply chain (SSC) has attracted more and more attention from academia and industry. Although there exists extensive product-based supply chain management models and methods, they are not applicable to the SSC as the differences between service and product. Besides, the existing supply chain management models and methods possess some common deficiencies. Because of the above reasons, this paper develops a novel value-oriented model for the management of SSC using the modeling methods of E3-value and Use Case Maps (UCMs). This model can not only resolve the problems of applicability and effectiveness of the existing supply chain management models and methods, but also answer the questions of ‘why the management model is this?’ and ‘how to quantify the potential profitability of the supply chains?’. Meanwhile, the service business processes of SSC system can be established using its logic procedure. In addition, the model can also determine the value and benefits distribution of the entire service value chain and optimize the operations management performance of the service supply.

Value Creation of Professional Services

The aim of this qualitative thesis is to research, how professional services create value, and what are the key factors affecting on this process. A model describing value creation process in professional services will be explained, based on the existing literature and three in depth discussions with professional service representatives. Professional services are such services that are tend to base on problem solving and require high skills and knowledge of a professional. These services often have a consultative or an advisory nature, and they often involve both client and a company in service process. As the service is often delivered in somewhat collaboration so is the value created. The results of this thesis revealed that value is created in collaboration or co-operation in professional services. Therefore, value co-creation, as a concept, is exact to describe the value creation process in professional services. This thesis also revealed that value is co- created in continuous communication between a client and a company and no value or only a little value can be created if there is no effective communication during the professional service process.

An extended approach for service innovation study: an empirical research

Initially, service sector was defined as complementary to manufacturing sector. This situation has changed in recent times; services growth has resulted in a dominance of employment and economic activity in most developed nations and is becoming a key process for the competitiveness of their industrial sectors. New services related to commodities have become a strategy to differentiate their value proposition (Robinson et al., 2002). The service sector's importance is evident when evaluating its share in the gross domestic product. According to the World Bank (2011), in 2009, 74.8% of GDP in the euro area and 77.5% in United States were attributed to services. Globalization and use of information and communication technology has accelerated dissemination of knowledge and increasing customer expectations about services available worldwide. Innovation becomes essential to ensure that service organizations respond with appropriate products and services for each market segment. Customized and placed on time-tomarket new services require a more developed innovation process. Service innovation and new service development process are cited as one of the priorities for academic research in the following years (Karniouchina et al., 2005) This paper has the following objectives: -To present a model for the analysis of innovation process through the service value network, -To verify its applicability through an empirical research, and -To identify the path and mode of innovation for a group of studied organizations and to compare it with previous studies.

Service innovation: Inward and outward related activities and cooperation mode

Knowledge of how customers co-create value, the way that suppliers and providers co-produce services, and how research and development centers and universities transfer technologies is becoming increasingly important to scholars' understanding of service innovation. This paper presents an analysis of the relationship between inward and outward innovation activities in service organizations and their modes of innovation, using network innovation premises and an extended innovation model. Empirical data from retail, health and education sector service organizations show the existence of a relationship between the degree of development of the inward innovation process and the degree of development of outward innovation activities. The majority of service organizations have innovation processes with an orientation toward customers and suppliers rather than other service network members, and leading service organizations follow a path that the literature defines as oriented toward the service value network. Findings lead to implications of how innovation managers could develop their internal innovation capacity to balance inward and outward activities properly.

Managing the quality, value and impact of academic libraries: the role of external standards

Purpose – The purpose of this paper is to explore the role and relevance of external standards in demonstrating the value and impact of academic library services to their stakeholders. Design/methodology/approach – Two UK standards, Charter Mark and Customer Service Excellence, are evaluated via an exploratory case study, employing multiple data collection techniques. Methods and results of phases 1-2 of a three phase research project are outlined. Findings – Despite some limitations, standards may assist the manager in demonstrating the value, impact and quality of academic libraries in a recessional environment. Active engagement and partnership with customers is imperative if academic libraries are to be viewed as vital to their parent organisations and thus survive. Originality/value – This paper provides a systematic evaluation of the role of external accreditation standards in measuring academic library service value and impact.

Perceived Value of Fast-food Restaurant Franchises in the USA

The main research objective of this study was to find out whether perceived value significantly affects consumers’ purchase intention. Additionally, this study examined if there are any significant differences in perceived value for different fast-food restaurant brands and attempted to identify which fast-food restaurant is perceived to be the industry leader. A total number of six fast-food restaurants (McDonalds, Subway, Starbucks, Wendy’s, Burger King, and Taco Bell) were selected. Findings showed that among the five perceived service value dimensions, Starbucks is the leader in terms of quality, emotional response, and reputation. Multivariate analysis of variance (MANOVA) and multiple regression analysis were performed to test the study hypotheses. Results indicated that there were significant differences in perceived value for different fast-food restaurant brands. Besides, monetary and behavioral price significantly affects consumers’ purchase intention. Findings are expected to help hospitality marketers to strategically manage their brands.

Product extension services deployment platform

Due to the progresses made in the branch of embedded technologies, manufacturers are becoming able to pack their shop floor level manufacturing resources with even more complex functionalities. This technological progression is radically changing the way production systems are designed and deployed, as well as, monitored and controlled. The dissemination of smart devices inside production processes confers new visibility on the production system while enabling for a more efficient and effective management of the operations. By turning the current manufacturing resources functionalities into services based on a Service Oriented Architecture (SOA), in order to expose them as a service to the user, the binomial manufacturing resource/service will push the entire manufacturing enterprise visibility to another level while enabling the global optimization of the operations and processes of a production system while, at the same time, supporting its accommodation to the operational spike easily and with reduced impact on production. The present work implements a Cloud Manufacturing infrastructure for achieving the resource/service value-added i.e. to facilitate the creation of services that are the composition of currently available atomic services. In this context, manufacturing resource virtualization (i.e. formalization of resources capabilities into services accessible inside and outside the enterprise) and semantic representation/description are the pillars for achieving resource service composition. In conclusion, the present work aims to act on the manufacturing resource layer where physical resources and shop floor capabilities are going to be provided to the user as a SaaS (Software as a Service) and/or IaaS (Infrastructure as a Service).

Lyhytsanomakeskuksen lisäarvopalvelurajapinnan suunnittelu ja toteutus

Diplomityössä tutkitaan lisäarvopalveluiden tuottamisen ongelmia, jotka liittyvät teleoperaattoreiden ja palveluntuottajien väliselle ”harmaalle alueelle”. Tyypillisiä ongelmia tällä alueella ovat palveluiden lyhytsanomakeskusliityntöjen vaikeudet, laskutusongelmat ja palveluiden tietoturvan taso. Tutkimuksen lisäksi työhön kuuluu myös toteutus, joka tuottaa ratkaisun näihin ongelmiin. Ensin työssä käsitellään yleisesti lisäarvopalveluiden tuotantoon liittyviä asioita: lyhytsanomapalvelua, lyhytsanomakeskuksia, niiden lisäarvopalvelurajapintoja ja harmaan alueen käsitettä. Sitten esitellään kolme ratkaisumallia ongelmiin operaattorin näkökulmasta, joista parhaana valitaan Intellitel™ Messaging Gateway-sanomayhdyskäytävään toteutettava lisäarvopalvelurajapinta. Rajapinnan toteutus kuvataan suunnittelun, arkkitehtuurin ja toiminnallisuuksien osalta. Diplomityön tuloksena saadaan uusi testattu lisäarvopalvelurajapinta, joka täyttää sille asetetut vaatimukset. Työn lopuksi pohditaan rajapinnan jatkokehitystä ja kiinnostavia käyttökohteita. Näitä ovat rajapinnan käyttö protokollamuuntimen tai sanomayhdyskäytävän osana.

Teollisen palvelun arvon määritys: menetelmät ja asiakasnäkökulma

Tavoitteena on perehtyä palvelukäsitteen luonteeseen teollisen tuotannon toimialalla ja selvittää, miten ja millä menetelmillä yritykset voisivat mitata teollisen palvelun arvoa. Koska varsinaisia arvon mittaamismenetelmiä ei teollisen palvelun saralla vielä ole, pyritään tässä työssä soveltamaan perinteisiin palvelukonsepteihin käytettyjä arvonmääritysmenetelmiä. Pyrkimyksenä on antaa eväitä teollisen palveluntarjoajalle, joiden avulla kehittää palvelua vastaamaan paremmin asiakkaan tarpeita. Työssä perehdytään teollisen palvelun käsitteeseen ja siihen mistä sen arvo muodostuu, yritys- ja asiakasnäkökulmista. Näiden tietojen perusteella yritetään löytää menetelmiä joiden avulla asiakkaan kokemaa arvoa voitaisiin määrittää. Työn tuloksena löydettiin yksittäisiä menetelmiä, arvoon vaikuttavien tekijöiden määrittämiseen. Kirjallisuudesta löytyi myös yksi kokonaisvaltainen menetelmä, jolla palvelun arvoa voidaan mitata. Kaikkiin arvoon vaikuttaviin tekijöihin ei ole olemassa määritysmenetelmiä. On myös pohdittava ovatko nämä menetelmät yhdistettävissä. Tästä syystä jatkotutkimusta tällä saralla on tehtävä.

Itä-Savon sairaanhoitopiiri Ky:n Savonlinnan keskussairaalan paikannustoiminnan kehittäminen

Terveydenhuollon ja siihen liittyvien palvelujen kustannusten jatkuva kohoaminen ja kuntien paheneva taloustilanne sekä terveydenhuollon pienenevät henkilöstöresurssit ovat lisänneet painetta toimintojen kustannustehokkaaseen toteuttamiseen. Edellä mainitusta johtuen, terveydenhuollon toimijoita kehotetaan etsimään uusia ratkaisuja, joilla voidaan taata jatkossa riittävä asiakaspalvelutaso, kustannustehokkuus ja – palvelujen turvallisuus. Tämän työn tavoitteena oli vastata kysymyksiin tunnistus- ja paikannustoiminnan hyödyntämisen mahdollisuuksista Itä-Savon sairaanhoitopiirin Savonlinnan keskussairaalassa. Tarkoituksena oli selvittää, millaisia paikannus ja tunnistusteknologiaan liittyviä tavoitteita ja vaatimuksia terveydenhuollon toimialalla ja erityisesti Itä-Savon sairaanhoitopiirissä on ja millä tavalla RFID ja WLAN – teknologioilla saadaan kehitettyä asetettuihin tavoitteisiin ja hyötyodotuksiin vastaavat ratkaisut. Työssä pyrittiin selvittämään myös millaisia rahallisia säästöjä tunnistus- ja paikannusteknologioilla voidaan saada aikaan. Työn yhteydessä kartoitettiin tarpeita ja vaatimuksia tunnistus- ja paikannusteknologian hyödyntämiseen. Tarpeet ja vaatimukset testattiin tunnistus- ja paikannuspilotissa. Lisäksi perehdyttiin kirjallisuuteen ja aiempiin tutkimuksiin tunnistus- ja paikannusteknologioista. Suunnitelman perusteella näyttää siltä, että hyödyntämällä tunnistus- ja paikannusteknologioita voitaisiin tehostaa Savonlinnan keskussairaalan toimintaa. Suunnitelman pilottivaiheen tuloksien perusteella toiminnan tehostaminen tarkoittaisi kustannussäästöjä, parantaisi potilasturvallisuutta sekä hoitotyön laatua. Tunnistus- ja paikannusteknologian käyttökohteita sairaalassa voisivat olla esimerkiksi reaaliaikaiseen prosessien ohjaaminen, kulunvalvonnan ja -ohjauksen automatisointi, potilaan automaattinen tunnistaminen, sekä sairaalan tutkimuslaitteiden seuranta.