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Customer Value for Places: A Case Study of Singapore Botanic Gardens

Kholkina, Daria (2011)
Department of Service Management and Service Studies
Abstract
The objective of this research thesis was to enrich customer value theories with a place-related concept, using a case study of the Singapore Botanic Gardens. In conjunction with this, 2 research questions were created, namely, (i) In what ways do park visitors ascribe meaning of place?, and (ii) how can meaning of place contribute to the customer value conceptualization? Theories for review were mainly customer value and meaning of place concepts. In particular, there was heavy reliance on Gustafson’s (2001) 3-pole model on how customers ascribe meanings
to places for the research and analysis. It was argued that the more meanings customers ascribed to a place, the stronger their connection with the place. A mix of qualitative and... (More)
The objective of this research thesis was to enrich customer value theories with a place-related concept, using a case study of the Singapore Botanic Gardens. In conjunction with this, 2 research questions were created, namely, (i) In what ways do park visitors ascribe meaning of place?, and (ii) how can meaning of place contribute to the customer value conceptualization? Theories for review were mainly customer value and meaning of place concepts. In particular, there was heavy reliance on Gustafson’s (2001) 3-pole model on how customers ascribe meanings
to places for the research and analysis. It was argued that the more meanings customers ascribed to a place, the stronger their connection with the place. A mix of qualitative and quantitative methods were employed. Field observations and survey questionnaires consisting of both close and open-ended questions provided the data to answer
research question (i). Subsequently, research question (ii) was answered through argumentation, literature research and empirical analysis. The answer to research question (ii) was the final outcome of the thesis: a customer value framework for places, merging the 2 concepts of meaning of place and customer value. The main conclusions were that emotional, cognitive, experiential (activity) and environmental values helped customers to ascribe meanings to places, leading to a higher commitment / loyalty / attachment to places. The necessity to infuse place-related concepts into customer value lies in a better understanding of the customer values that would encourage place attachment, and henceforth, enables place
managers to build amenities and design the place / service in a way that create value for visitors. (Less)
Please use this url to cite or link to this publication:
author
Kholkina, Daria
supervisor
organization
year
type
H2 - Master's Degree (Two Years)
subject
keywords
customer value, meaning of place, place, urban park, emotional value, cognitive value, experiential value, environmental value
language
English
id
1978057
alternative location
http://portal.ch.lu.se/Campus.NET/Services/Publication/Export.aspx?id=1861&type=doc
date added to LUP
2011-06-15
date last changed
2011-06-15 04:51:18
@misc{1978057,
  abstract     = {The objective of this research thesis was to enrich customer value theories with a place-related concept, using a case study of the Singapore Botanic Gardens. In conjunction with this, 2 research questions were created, namely, (i) In what ways do park visitors ascribe meaning of place?, and (ii) how can meaning of place contribute to the customer value conceptualization? Theories for review were mainly customer value and meaning of place concepts. In particular, there was heavy reliance on Gustafson’s (2001) 3-pole model on how customers ascribe meanings
to places for the research and analysis. It was argued that the more meanings customers ascribed to a place, the stronger their connection with the place. A mix of qualitative and quantitative methods were employed. Field observations and survey questionnaires consisting of both close and open-ended questions provided the data to answer
research question (i). Subsequently, research question (ii) was answered through argumentation, literature research and empirical analysis. The answer to research question (ii) was the final outcome of the thesis: a customer value framework for places, merging the 2 concepts of meaning of place and customer value. The main conclusions were that emotional, cognitive, experiential (activity) and environmental values helped customers to ascribe meanings to places, leading to a higher commitment / loyalty / attachment to places. The necessity to infuse place-related concepts into customer value lies in a better understanding of the customer values that would encourage place attachment, and henceforth, enables place
managers to build amenities and design the place / service in a way that create value for visitors.},
  author       = {Kholkina, Daria},
  keyword      = {customer value,meaning of place,place,urban park,emotional value,cognitive value,experiential value,environmental value},
  language     = {eng},
  note         = {Student Paper},
  title        = {Customer Value for Places: A Case Study of Singapore Botanic Gardens},
  year         = {2011},
}