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  • Understanding Customer Value in SAP Enterprise Mobility

    An exploratory study to identify value drivers in the German enterprise mobility industry

    Author: Jur van de Graaf

    Supervisor: Peter Hultn

    Student

    Ume School of Business and Economics

    Spring semester 2014

    Master thesis, one-year, 15 hp

  • ii

    Acknowledgements

    This research could not have been conducted without the help and support of various

    people. Therefore I would like to take this opportunity to thank them for making this

    experience possible.

    First of all I would like to thank Malte Kumlehn, Otto Flake and Jon Rodriguez for their

    perpetual feedback and input throughout the entire process. Their efforts to constantly

    raise the bar have without a doubt increased the quality of this research tremendously.

    Also the support and suggestions of Peter Hultn, my thesis supervisor, have helped a

    lot in improving the quality of the research.

    I would also like to thank Michael Buse, Christina Fetzer and Gnter Auch for

    developing a wonderful online version of the questionnaire. Furthermore the support of

    Jimmy Jttner, Thomas Lauterbach, Andreas Holy and Alexander Schlecht has been

    crucial to reach respondents for this research. Without their help I would had never been

    able to reach these respondents.

    Last but absolutely not least I would like to thank my parents for their unconditional

    support in pursuing my dreams of studying abroad, despite the consequences of not

    being with them for an entire year.

  • iii

    Summary

    The goal of this research was to explore what the value drivers are in SAP Enterprise

    Mobility. On the basis of existing literature a model was created that predicts customer

    value in this particular industry. Furthermore, with this research it was tried to find out

    whether there is a connection between large firms and investment plans in enterprise

    mobility, as well as for what purpose companies want to invest in enterprise mobility.

    Because it is most interesting what brings value to decision makers regarding investing

    in SAP Enterprise Mobility, the target population consisted of IT decision makers. They

    were asked to complete a questionnaire which measures their attitude towards product

    quality, service quality, relationship quality, the fairness of the product price, the

    fairness of the service price, and the customer value in SAP Enterprise Mobility as a

    whole. During an intensive month of data collection 32 IT decision makers cooperated

    to execute this research.

    The data suggests that quality of SAP products, such as the mobile applications and the

    mobile platform, is a value driver, as well as a fair price for consultancy services.

    Interestingly, despite the theoretical background the data does not indicate that the price

    of SAP products, the quality of the service that the consultancy provider delivers, and

    the quality of the relationship with the consultancy provider are significant value

    drivers.

    The data does confirm that large companies (with more than 1000 ERP users) have a

    stronger tendency to invest in enterprise mobility in 2014 than smaller companies.

    Moreover, there is a lot of variety in the purposes for investing in SAP Enterprise

    Mobility. This implies that SAP Enterprise Mobility is a very versatile concept and is

    used for many different and individual purposes.

    Keywords: customer value, business-to-business marketing, enterprise mobility, IT,

    SERVQUAL, service quality, price

  • iv

    Table of Contents Chapter 1: Introduction ..................................................................................................... 1

    1.1 Customer value ....................................................................................................... 1

    1.2 Value offerings in the business-to-business market................................................ 3

    1.3 Research gap ........................................................................................................... 6

    1.4 Research purpose .................................................................................................... 6

    Chapter 2: Theoretical Framework ................................................................................... 8

    2.1 Understanding, creating, and delivering value in business-to-business marketing 8

    2.2 The model ............................................................................................................. 10

    2.3 Product quality ...................................................................................................... 11

    2.4 Service quality ...................................................................................................... 13

    2.5 Relationship quality .............................................................................................. 14

    2.6 Price ...................................................................................................................... 15

    2.7 Firm size ............................................................................................................... 16

    Chapter 3: Research Methodology ................................................................................. 17

    3.1 Preconceptions ...................................................................................................... 17

    3.2 Philosophical standpoints ..................................................................................... 17

    3.2.1 Epistemology ............................................................................................. 17

    3.2.2 Ontology .................................................................................................... 18

    3.3 Research approach ................................................................................................ 18

    3.4 Sources .................................................................................................................. 19

    3.5 Sampling ............................................................................................................... 20

    3.6 Sample size ........................................................................................................... 22

    3.7 Collecting data ...................................................................................................... 22

    3.8 Survey method ...................................................................................................... 22

    3.9 Data preparation and analysis ............................................................................... 23

    3.10 Questionnaire design ........................................................................................... 24

    3.11 Possible errors ..................................................................................................... 27

    3.12 Internal and external validity .............................................................................. 28

    3.13 Ethical considerations ......................................................................................... 28

    Chapter 4: Results ........................................................................................................... 29

    4.1 Sample characteristics ........................................................................................... 29

    4.2 Internal validity ..................................................................................................... 30

    4.3 Descriptive statistics ............................................................................................. 31

    4.4 Hypotheses testing ................................................................................................ 33

    Chapter 5: Findings and Discussion ............................................................................... 36

    5.1 Result interpretation .............................................................................................. 36

  • v

    5.2 Theoretical implications ....................................................................................... 39

    5.3 Practical implications ............................................................................................ 40

    5.4 Study limitations ................................................................................................... 40

    5.5 Future research ...................................................................................................... 41

    5.6 Wrap-up ................................................................................................................ 42

    Chapter 6: References ..................................................................................................... 43

    Appendix I Questionnaire ............................................................................................ 49

    List of Figures

    Figure 1. Customer value model based on theories (Woodall, 2003, p. 5)

    Figure 2. The positive effect of customer value according to Lam et al. (2004)

    Figure 3. Business market processes (Anderson et al., 2009, p. 5)

    Figure 4. Factors associated with customer value elements (Woodall, 2003, p. 14)

    Figure 5. Hypothesized model

    Figure 6. IT roles of respondents

    Figure 7. Distribution of the industries of which where the respondents are from

    Figure 8. Possible situation regardin

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