Förbättrad operationell tid genom tjänster : En studie av kundvärdet och kundupplevelsen för tillgänglighetstjänster i lastbilsindustrin

The trucking industry is undergoing a significant transformation of business models, which is driven by technological advancements and increasing demands for operational efficiency. A central piece of this transition is the growth of availability services, which are service offerings that aim to maximize uptime and minimize unplanned stops for the customer. These services represent a shift to a more service-based business model through servitization and demand that truck manufacturers reconfigure how they create and capture value during the customer journey. As product and relationship quality become increasingly commodified, the customer experience of these services becomes the main differentiating component in value creation. Therefore, the purpose of this study is to develop a framework for how OEMs in the trucking industry can create and capture the value of availability services throughout the customer journey. The study was designed as a qualitative single case study, where the case company is a large European truck manufacturer. The data collection took place through semistructured interviews with case company employees and customers. Interviews were conducted with 17 customers from varying industries and with five respondents from the case company. Thematic data analysis was utilised with inspiration from the Gioia methodology. The findings of the study include a total of 16 value driving factors distributed into four dimensions of value in business markets. Namely, table stakes, functional value, ease of doing business value and individual value. Additionally, 16 activities that influence the customer experience of availability services were found and categorised into five groups. These groups are activities related to the purchase phase, daily interactions during the usage phase, moments of truth, background activities performed by the supplier and external activities performed by the customer. Lastly, a framework was created for how OEMs in the trucking industry can create and capture value of availability services throughout the customer journey by combining the identified value driving factors and activities. The conclusions showed that the different activities maintain different roles in creating and capturing value throughout the customer journey. Activities related to the purchase phase showcase the expected value for the customer and act as a door opener by selling a win-win solution that the customer accepts as economically beneficial. Phase spanning activities from the customer and the supplier ensure that the economical and individual value-in-use for the service offering is increased over time by creating a more coherent and contextually adapted experience. Daily interactions during the usage phase facilitate that the customer experience differentiates the supplier from its competitors. This is achieved by enabling and simplifying daily tasks within administration. Moments of truth are when the customer experience becomes accentuated. By utilising a quick and adaptive service organisation that uses transparent and factual communication, suppliers ensure that these instances take the customer experience to the next level.