hkr.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Value co-creation within the digital divide: how organizations can co-create value to maintain and attract older adults as their customers
Högskolan Kristianstad, Fakulteten för ekonomi.
Högskolan Kristianstad, Fakulteten för ekonomi.
2020 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Digitalization has made it possible for organizations to propose value to their customers through digital services. Meanwhile, due to digital development, the digital divide has increased in society, since many older adults do not know how to use the proposed digital services.

 

The purpose of this study was to investigate the challenges and dilemmas that older adults face within digital services and how organizations can co-create value with older adults to maintain them and attract them as their customers. This study aimed to analyze existing data, but also to embrace new findings, therefore, an abductive approach has been used. Seven interviews were accomplished, one with the head of sales development at our case organization Skånetrafiken, and six interviews with older adults, who contributed with their thoughts about the digitalization, digital services, and value.

 

The digital divide does not only depend on the digitalization but also that older adults feel forgotten as customers since they do not follow with the digital development, which leads to older adults not knowing how to use digital services. Organizations may co-create value with older adults through a change of mindset, education, information, and interaction. Moreover, this may lead to that organizations attract and maintain older adults as their customers, meanwhile minimize the digital divide.

 

The context of this study has a few limitations that may affect trustworthiness. Firstly, only one region was taken into consideration. Secondly, this study could have contained more participants in interviews with older adults. Lastly, due to Covid-19, there was no possibility of having physical interviews, which set limits for reading body language and facial expressions. However, future researchers may consider these limitations and hopefully can contribute to more research on this widespread topic.

 

Although the findings are related to the cases of older adults and Skånetrafiken, this study contributes with original insights into the field of the digital divide, older adults, and value co-creation.

Ort, förlag, år, upplaga, sidor
2020. , s. 79
Nyckelord [en]
Older adults, digitalization, digital transformation, digital services, digital divide, value, value co-creation
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hkr:diva-20940OAI: oai:DiVA.org:hkr-20940DiVA, id: diva2:1455650
Ämne / kurs
Internationellt företagande och marknadsföring
Utbildningsprogram
Ekonomprogrammet
Presentation
2020-06-05, Zoom, Kristianstad, 11:00 (Engelska)
Handledare
Examinatorer
Tillgänglig från: 2020-08-13 Skapad: 2020-07-27 Senast uppdaterad: 2020-08-13Bibliografiskt granskad

Open Access i DiVA

fulltext(1297 kB)269 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 1297 kBChecksumma SHA-512
9b1bca0e35f7ac3a747698b4ec418a9f93046e47649fde7f84949c947a63997b9ecc6c2c3ffe6eddef6be76a16a8137392c53994fd05eb2a9ba5023fef6299f4
Typ fulltextMimetyp application/pdf

Av organisationen
Fakulteten för ekonomi
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 269 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 413 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf