Why do families enter to a huge project to build up a house of their own? What are the motivators? What do they think about the prefebricated house producers? How does the industry manage to serve customer’s expectations? Pls find attached my Master thesis of the subject.
Title of thesis:
Building a home of one‘s own: Exploring the customer perceived value during the process of establishing and inhabiting a new prefabricated detached house in Finland Hanken_pasi_heiskanen_Thesis
With its annual production turnover exceeding €700 million, the production of single-family detached houses is a significant industry in Finland. Annually, over 10,000 single-family prefabricated detached houses (PDH) are built, 60 percent of them by individual families.
Nevertheless, scientific research in the marketing of detached houses is scarce. Considering the industrial significance of the field and the importance building a PDH has for an individual family, it is essential to understand the commercial process which results in individual families realizing their dreams of building a single-family PDH.
In this thesis, the acquisition and building of a house and inhabiting it are considered a continuum which creates value for the customer. The theoretical framework is based on the view that customers themselves are the creators of this value.
To examine the multidimensional nature of value, this thesis combines environmental psychology‘s conception of the physical environment as a social construction with value creation theory in which building one‘s own house is considered a service experience. The aim is to understand value dimensions from the customers‘ perspective. Therefore, the empirical research is based on interviews with nine families.
This thesis presents an overview of the production-orientated history of the detached housing industry and the process of building a house. This information is helpful in understanding the context of the study and the conclusions and managerial implications presented.
The study presents a model of how the customer experience of value constructs emerges. The customer‘s previous housing experience forms a housing dream, i.e., value expectation, which is used as the basis for evaluating companies‘ value proposals. The customer‘s value expectations can be divided into two categories: functional and emotional. The most important being the pursuit of independence.
The customer‘s previous housing experiences and the resulting value expectations are an important part of the final value experience and should be considered in value creation models better than at present.
The study suggests that house manufacturers should develop methods for discovering the customers‘ value expectations during initial contact. The customers‘ pursuit of independence should be supported by offering them the opportunity to influence the planning of the house.
House manufacturers learn from their customers sporadically, and it should be considered whether transferring from production-orientated logic to true customer-orientated operations would be a competitive advantage.
Prefabricated detached house, – industry, production orientated view, customer centered view, Goods-Dominant logic, Service-Dominant logic, co-creation of value, customer focus, customer perceived value, value dimensions and – constructs, emotional