COMPANY VALUE CREATION; GETTING CUSTOMERS INVOLVED WHILE IN THE PROCESS OF VALUE CREATION (VC) : A Case study of Prolog KB Örebro (A company specialised in distribution services)

Sammanfattning: AbstractIn today’s modern economy, organisations strive greatly at attaining a higher level of competitiveness. Literature suggests that one of the most efficient ways is to provide to customers what they need and or want in other words satisfy the customer by providing to them their needs and wants. Customer value creation is mostly expressed when the customer is happy and content with the company’s products and services which goes a long way to create a positive image in the mind of the customer about the company. ‘‘As the saying goes the customer is the king’’ gives us an understanding that companies should strive to treat their customers more as subjects and not as objects if they aim at keeping a remarkable position in the competitive market. In as much as literature has acknowledged this, it is left for the companies to put it into practice. In every sector of the company just like in the logistic industry, companies’ aim is to stand out in a unique way in whatever services they render to the society thereby striving that the society especially customers as well as the company are both satisfied with the relationship they both share. In this piece of work, we will be looking at how companies engage their customers when in the process of Value creation. A Qualitative method was used where interviews were carried out from some staffs of Prolog (A Distribution company specialised in the distribution of mostly news papers, magazines and parcels) which was our case study. In our conclusion and contribution, one of the things we noticed from the case study that one of the ways value can be created is by knowing who your customers are (age group) and bringing up innovative strategies that align with their needs