Identifying value of e-commerce in the purchase process : Perceptions of organizational buyers in facility services
Lopez, Tanja (2011)
Lopez, Tanja
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011101413799
https://urn.fi/URN:NBN:fi:amk-2011101413799
Tiivistelmä
The objective of this thesis is to identify how B2B facility service buyers experience value of electronically supported purchase process. The main research question of this thesis is as follows: How does an organizational buyer experience value of electronically supported purchase process? The first sub-question is the following: What are the benefits and sacrifices and the mechanisms behind them? and the second sub-question is: How do the benefits, sacrifices and the mechanism link to the different steps of the purchase process?
Qualitative approach was chosen as the research method. Past research on the purchase process, e-commerce and customer value formed the theoretical background. A customer value framework by Klanac (2008) was used together with the purchase process steps to build a conceptual framework. The findings of the empirical evidence were analyzed value by value relating to the purchase process, on the basis of which the conceptual framework was completed. Due to the confidential nature of the interview information, the transcripts are not published in the Kemi-Tornio University of Applied Sciences Library Version. However, the supervisors have an access to a selection of interview transcripts.
Conclusions were drawn from the completed conceptual framework. The results of the data analysis are in line with the current research. However, conclusions distinctive to B2B services are argumented for. The empirical findings suggest that in facility services buyers perceive value of e-commerce differently in respect of creating new purchase opportunities and increasing price transparency. To extend, it is suggested that value of electronic support is emphasized in efficiency, competence and confidence.
To conclude, this thesis proposes areas for further research. The practical continuation of this thesis is proposed to be research into how the sellers can improve their e-commerce processes to increase customer value as argumented in this thesis.
Qualitative approach was chosen as the research method. Past research on the purchase process, e-commerce and customer value formed the theoretical background. A customer value framework by Klanac (2008) was used together with the purchase process steps to build a conceptual framework. The findings of the empirical evidence were analyzed value by value relating to the purchase process, on the basis of which the conceptual framework was completed. Due to the confidential nature of the interview information, the transcripts are not published in the Kemi-Tornio University of Applied Sciences Library Version. However, the supervisors have an access to a selection of interview transcripts.
Conclusions were drawn from the completed conceptual framework. The results of the data analysis are in line with the current research. However, conclusions distinctive to B2B services are argumented for. The empirical findings suggest that in facility services buyers perceive value of e-commerce differently in respect of creating new purchase opportunities and increasing price transparency. To extend, it is suggested that value of electronic support is emphasized in efficiency, competence and confidence.
To conclude, this thesis proposes areas for further research. The practical continuation of this thesis is proposed to be research into how the sellers can improve their e-commerce processes to increase customer value as argumented in this thesis.