| Abstract [eng] |
The aim of the Master's thesis is to identify the processes of value creation during cultural services by revealing the essence of the concept of the client’s participation in services and value creation In order to reveal the concept of the participation of the clients in services, the concept of the participation of the clients in services and the level of the participation of the clients in services is analysed first. As the master's thesis examines the cultural services provided by the public sector, it also analyses public cultural services in the context of the client’s participation. In order to reveal the concept of value creation, the thesis explains the concept of value creation. Since the topic is analysed from the perspective of the client's participation, the thesis also analyses the participation of the clients in value creation. Further, the thesis identifies the actions, dimensions, processes and their components involved in value creation during interaction with the client and employee. The second part describes the methodology and course of the research, justifies the methods of data collection and data analysis. Qualitative research was chosen for empirical research. Semi-structured in-depth interviews are used for data collection, direct monitoring is performed for primary data collection. Qualitative content analysis and descriptive analysis method have been selected for the analysis of the obtained data. This chapter also provides a comprehensive, semi-structured interview questionnaire structure. The services provided by the Lithuanian cultural centres were selected for the empirical research. As the services they provide are not defined, the services provided by the cultural centres are first identified and it was found where customers participate at the highest level of participation as co-workers or part-time employees. During the research, the processes between clients and employees during cultural services were identified and investigated, with the involvement of the client and at the same time creating value. The results of the research revealed that during the value creation process there is communication between employees and clients that allows to identify and match the needs of employees and clients. Social relationships are being developed between employees and clients. These are internal relationships and values that create stronger and lasting relationships and allow service participants to share tasks and achieve their goals on their own. Through long-lasting friendly relationships between clients and employees, the established traditions allow the clients to feel important and necessary. This also encourages them to become more involved in the service. It was found that the individualization process identifies the personal needs of the clients, the history of consumption, the resources and abilities they possess. The services provided by cultural centres provide information search, information exchange and feedback from customers. The essence of sharing knowledge is to receive and transmit information about each other's goals, expectations, resources, etc. The empowerment process, which consists of two components: the power to act and the request to act. The enabled clients feel satisfied with their contribution, and at the same time with a provided service and respond positively to the service provider and service they receive. |
