The purpose of this paper is to analyze how the workers within the chosen municipality believe they contribute to its consumer value creation process with a focus on elderly care. While some earlier studies have indeed touched upon the value creation process within the public sector the insight of the subject are still somewhat unclear. Based on previous studies, a framework was created to help us study the effects the organization affect the value creation process from both the perspective of co-creation and co-destruction. To collect the empirical data, six interviews was conducted as a qualitative method. The findings of the study resulted in three main insights. Firstly, the organization incorporates different aspects of the Dart-model. This helps both the organization to stay updated to the consumers need but also allows the organization to gather feedback from the consumers which possibly may minimize the risks of getting the consumers to experience value negative. Secondly, as the guidelines not being fully updates for the changing environment and the lack of resources the organizations are unable to serve the uniqueness of every individual case. Lastly, to analyze if the organization is affecting the value positive or negative, we must view it individualistic. The study finally suggests and reason about future research. There is a need for a much broader study conducted over more than one municipality.
- Degree of Bachelor of Science in Business and Economics
- International business and marketing
- Business Administration (50202)
- co-creation
- co-destruction
- public organization
- service-dominant logic
- service logic
- value
The value creation process: Employees perception of value creation in a Swedish sector of elderly care
Fasth, D. (Author), Hellberg, A. (Author). 2023-Jun
Student thesis: Bachelor