Client perceived participation value : conjoint analysis
LTReikšminiai žodžiai: Dalyvavimo nauda ir išlaidos; Jungtinė analizė; Klientas suvokta; Kliento suvokiama dalyvavimo nauda ir sąnaudos; Kliento suvokiama dalyvavimo vertė; Client perceived; Client perceived participation benefits and costs; Client perceived participation value; Conjoint analysis; Lithuania; Participation benefts and costs.
ENThis article reports the results of the application of conjoint analysis to derive the value of client-perceived participation. The article aims at answering the following questions: how clients evaluate their participation in value creation processes? What dimensions of client perceived participation value are of the most importance for clients in different services? Does the perception is different in various groups of clients? A conjoint analysis is employed to assess the trade-off decision between participation benefits and costs of each client and allow one to measure the willingness to give up something for gaining something in participation situations when the client has to make a choice considering several factors at one time, but not each single factor separately. The situations, representing two types of services (car repair services and cafe/restaurant services) were modelled. The client’s participation in value creation processes was described in the terms of its attributes: emotion (self-feeling), social (doing good to others), time, price and quality and their levels (benefits and costs). Conjoint analysis showed that within the all participation benefits, as well as costs, quality and emotions dominate. The research revealed that the client perceived participation value depends upon the type of service (quality dimension dominates in car repair services while in café/restaurant services, emotional and quality components stand together at the same level of importance). Younger clients and clients who use car repair services periodically give higher importance to emotional benefits and costs, people who use the service rarely higher rated quality dimension. [From the publication]
