| Abstract [eng] |
This master thesis analyzes customer participation in the value of the service concept. The aim of this work is to develop the perceived value model of clients participation in auto repair services. To achieve this goal the components of the participation value are analysed in theoretical part. More over, it is examined that the components of clients perceived value in participation are perceived benefits and costs and continue to explore how they can be grouped, and what categories distinguished. It also describes, in what forms and levels customer can participate in the process of value co-creation. Theoretical part of the work completes with the preliminary perceived value model of clients particapation in services. The empirical part of the thesis describes the use of data collection methods – observation (qualitative) and survey (quantitative). There is a justification of the data collection instruments, describtion why and how the methods are used, where and when the research took place. The analytical part of the thesis analyzes the data of the questionnaire survey (428 respondents were interviewed) and observation of the clients participation in auto repair services. Investigating the customer perceived value of participation, examined its components – perceived benefits and costs. The paper examines the forms, perceived benefits and costs of client participation in the car repair service and their dependence on the demographic characteristics of the respondents. It is importantly focused on significance of perceived benefit and cots and their ranking. Based on the scientific literature, the theoretical part of the model, and carried out research (monitoring and survey) results, forming the practical perceived value model of clients participation in auto repair services. |
