Value creation through the service consumption process in the fashion industry : An exploratory study of where value is created during the service consumption process in connection with e-commerce

Abstract: Purpose The purpose of this study is to analyze the customer's perception of value through each stage of the service consumption process in connection with e-commerce. The aim is to see where in the different stages customers experience value. Method For this research a qualitative method was used in the form of semi structured interviews. Twelve interviews were conducted with women of different ages. The research has an explorative purpose, since there is little knowledge about this subject. Findings The two most clear findings from this research was that a company needs to have an easy and fast way of purchasing on the website. The other finding was that it is important to make the person feel secure and have control over the purchasing phase. If it is not easy to pay and they do not feel secure, they would consider purchasing from another website. Theoretical and practical contributions The aim with this research is to define where in the service consumption process the customer perceives the most value, in connection with e-commerce. Therefore the main theories have been the service consumption process and value creation. The findings and conclusions of this thesis could help companies with what they should develop on their websites, to make their customers perceive the most possible value.