| Abstract [eng] |
The aim of the Master‘s thesis is to investigate customers’ participation in designing services and to determine the main motives promoting customers to become active co-creators of these services. The research problem may be disclosed through the following question: what actions or measures can targetedly promote customer motivation to actively participate in designing services to improve companies’ efficiency and customer satisfaction with the services? The theoretical part presents the conception of designing services, the essence of customer participation, the levels of participation and the roles. In accordance to the content of motivation theories, the factors that may influence customer’s motivation to participate are provided. The research instruments are developed on the grounds of the performed scientific analysis. In order to receive reliable research results the following two different methods are employed: quantitative questionnaire survey, as the main instrument, and qualitative semi-structured observation, in order to justify the questionnaire survey results. 302 respondents participated in questionnaire survey and 7 customers of designing companies took part in observation. The research results reveal that customers of designing companies are average active in taking part in the creation of designing services and most frequently they expect material benefit (i.e. lower price, additional services and etc.) from such participation. Moreover, the customers are also very interested in project preparation time which they try to reduce by their participation. Socio-demographic variables also influence the participation activity. Men are more active than women. In addition, social stimuli are more important to men and psychological and emotional stimuli are more important to women. |
