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Developing Technical Services in B2B Context

Schemberg, Gabriela (2024)

 
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Schemberg, Gabriela
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121736978
Tiivistelmä
The aim of this research is to identify the aspects of a B2B technical service that contribute to adding value for clients when they assist their end customers. The primary purpose of this thesis is to examine how value co-creation can be enhanced in B2B context. A commission from an electronic company selling products that entail technical service in the B2B market was studied. The development task of the thesis focuses on developing an in-warranty technical service for the clients of the commissioner company. The theoretical framework covers warranty-related technical services and explores topics from value creation in B2B contexts, noting that electronic products serve as platforms for service exchange.

This thesis employs a research-based approach to address the gap in information regarding clients' ability to support their end customers with the commissioner's products. For the development work, service design was the chosen method, along with the Double-Diamond service design model. The development work identified three key findings: First, two identified subsegments from the development work, represented as personas, have three common needs. Second, three internal areas for improvement were identified to enhance clients’ experience in response to their main need. Third, the company can improve its technical services by defining development actions, selecting a customer journey, mapping activities in a Journey Blueprint, and establishing internal processes. Specific development actions and internal processes were identified as part of the third key finding. By allocating resources to the identified internal processes, the company can enhance the development area and tackle a common need from B2B subsegments.

The findings indicate that the commissioner company can enhance its technical services by utilizing existing resources, which is feasible for implementation. This will provide clients with effective technical trainings, adding value to their roles, and will allow end customers to receive faster resolutions and personalized support, fostering trust and loyalty. Further research into B2B technical service offerings in the electronics industry is essential, as it can differentiate the company competitively and reduce e-waste while extending product lifespan.

Keywords: technical service, B2B settings, value creation, service design
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