Optimizing company website to meet B2B customer preferences Case Stafix Oy
Dörfel, Eyleen (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051512234
https://urn.fi/URN:NBN:fi:amk-2025051512234
Tiivistelmä
This research was conducted after the introduction of new products and launch of the corresponding website by the commissioner. The aim was to determine how the website could be optimized in accordance with preferences by printing houses in the German market. However, the findings on procurement, website usability and value are of relevance to other B2B industries as well.
To explore how the website could be improved, the study focused on the purchasing behaviors of German printing houses and content on the website which they value most. Therefore, a qualitative approach was implemented, by conducting eight individual interviews. The questions were mainly open ended to get deeper insights from the participants' point of view, with room for follow-up questions. The results were analyzed by using reflexive thematic analysis method.
The findings indicated a preference for traditional purchasing behaviors, while the website served as a valuable touchpoint, especially for information gathering. Personal contact with suppliers was highlighted as an essential preference, as well as the desire for transparent communication and thorough information.
The development proposals were based on the findings from the interviews and their analysis and suggested practical adjustments to align the commissioner’s website with the preferences of printing houses while making the usage easier for them. Limitations and future research opportunities were also identified, giving the opportunity to further insights.
To explore how the website could be improved, the study focused on the purchasing behaviors of German printing houses and content on the website which they value most. Therefore, a qualitative approach was implemented, by conducting eight individual interviews. The questions were mainly open ended to get deeper insights from the participants' point of view, with room for follow-up questions. The results were analyzed by using reflexive thematic analysis method.
The findings indicated a preference for traditional purchasing behaviors, while the website served as a valuable touchpoint, especially for information gathering. Personal contact with suppliers was highlighted as an essential preference, as well as the desire for transparent communication and thorough information.
The development proposals were based on the findings from the interviews and their analysis and suggested practical adjustments to align the commissioner’s website with the preferences of printing houses while making the usage easier for them. Limitations and future research opportunities were also identified, giving the opportunity to further insights.