B2B customer demands and expectations in corporate event industry
Myllynen, Topias (2021)
Lataukset:
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021101918780
https://urn.fi/URN:NBN:fi:amk-2021101918780
Tiivistelmä
This thesis was created to offer insights considering business to business customer demands and expectations in corporate event industry. Furthermore, this thesis was created to help the case company, Events Tampere in exploring different views from their B2B customer base and to build an understanding of what those B2B customers want, need, and expect in the future considering events. As a fresh operator, getting out and having discussions with different companies is seen as highly beneficial to keeping the business actions competitive.
During the process theories of event management, corporate event industry and customer demands and expectations were studied. The theoretical framework was brought even further with two topical industry studies in 2020–2021. Ten semi-structured interviews offered a base for deliberating real commentaries from various company representatives of national and international companies as well as event industry professionals. The interview results were later compared with the theoretical base of the thesis and conclusions were made based on the findings during the thematical analysis phase.
With the end results the author created a theoretical framework of his own, W.I.C.K.E.D., that incorporated and summarized the future of B2B customer demands and expectations in 2021 regarding the corporate event industry. The framework is openly thorough in nature and could offer insights for other industry professionals as well.
It was found that in the future as B2B customers’ understanding of corporate events grow, their expectations and demand towards event professionals’ actions will also grow. Already during this thesis process, a shift in the mindset of B2B customers was visible. Many companies had started to evaluate their corporative event behaviors or were thinking of doing so in the near future of 2021. While doing so, they seem to expect the same evaluation of self from event professionals every step of the way.
During the process theories of event management, corporate event industry and customer demands and expectations were studied. The theoretical framework was brought even further with two topical industry studies in 2020–2021. Ten semi-structured interviews offered a base for deliberating real commentaries from various company representatives of national and international companies as well as event industry professionals. The interview results were later compared with the theoretical base of the thesis and conclusions were made based on the findings during the thematical analysis phase.
With the end results the author created a theoretical framework of his own, W.I.C.K.E.D., that incorporated and summarized the future of B2B customer demands and expectations in 2021 regarding the corporate event industry. The framework is openly thorough in nature and could offer insights for other industry professionals as well.
It was found that in the future as B2B customers’ understanding of corporate events grow, their expectations and demand towards event professionals’ actions will also grow. Already during this thesis process, a shift in the mindset of B2B customers was visible. Many companies had started to evaluate their corporative event behaviors or were thinking of doing so in the near future of 2021. While doing so, they seem to expect the same evaluation of self from event professionals every step of the way.