Customer engagement in Circular Economy business models: Implications for Sustainable Supply Chain Management in the case study of Kamupak.
Duong, Phan Viet An (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023052514277
https://urn.fi/URN:NBN:fi:amk-2023052514277
Tiivistelmä
This thesis investigates customer engagement in circular economy (CE) business models and its influence on promoting sustainable supply chain management (SSCM) in the context of Kamupak, a Finnish reusable packaging company. The primary objective of this study is to identify the key factors driving customer engagement in CE business models and explore the implications for Kamupak's sustainable practices.
The research adopts a mixed-methods approach, combining quantitative surveys, qualitative interviews, and benchmarking. The structure of the thesis includes a theoretical framework, empirical data collection, and analysis. The survey assesses customers' awareness and engagement levels with circular economy companies, while the interviews provide insights into Kamupak's operations and strategies. The benchmarking process compares Kamupak's customer engagement strategies to that of a similar company.
The findings reveal that quality, affordability, accessibility, sustainable commitment, tangible incentives, education, and collaboration are the main drivers of customer engagement in CE business models. The case study of Kamupak demonstrates the company's success in implementing several of these factors, although there is room for improvement, particularly in tangible incentives and collaboration.
Based on the findings, the study offers recommendations for Kamupak to enhance its customer engagement strategies, such as forming partnerships with businesses that share similar objectives, like ResQ Club. Such collaborations could result in mutual benefits for both companies, create a broader impact, and promote SSCM more effectively. The conclusions of this research have implications for other organizations seeking to adopt sustainable practices and contribute to the growth of SSCM across various industries. Despite some limitations, the study provides a solid foundation for future research in customer engagement and circular economy business models.
The research adopts a mixed-methods approach, combining quantitative surveys, qualitative interviews, and benchmarking. The structure of the thesis includes a theoretical framework, empirical data collection, and analysis. The survey assesses customers' awareness and engagement levels with circular economy companies, while the interviews provide insights into Kamupak's operations and strategies. The benchmarking process compares Kamupak's customer engagement strategies to that of a similar company.
The findings reveal that quality, affordability, accessibility, sustainable commitment, tangible incentives, education, and collaboration are the main drivers of customer engagement in CE business models. The case study of Kamupak demonstrates the company's success in implementing several of these factors, although there is room for improvement, particularly in tangible incentives and collaboration.
Based on the findings, the study offers recommendations for Kamupak to enhance its customer engagement strategies, such as forming partnerships with businesses that share similar objectives, like ResQ Club. Such collaborations could result in mutual benefits for both companies, create a broader impact, and promote SSCM more effectively. The conclusions of this research have implications for other organizations seeking to adopt sustainable practices and contribute to the growth of SSCM across various industries. Despite some limitations, the study provides a solid foundation for future research in customer engagement and circular economy business models.