Introduction for the Pre-Tests
This survey is part of a master thesis at the Norwegian School of Economics and focuses on customers’ perceptions of firms’ activities.
Kindly review this short introduction of the topic before beginning the survey.
Innovation describes the implementation of a new or significantly improved service, product or process. One can distinguish between four different sub-categories within service innovation: core service, service delivery, servicescape and customer relations.
Taking a café as an example, its core service is to offer food and drinks and its service delivery is about how food and beverages are made and served. The servicescape of the café refers to the physical and digital facilities, like the interior design or the website, while customer relations concern the methods of how the café establishes and maintains its relationship with customers, e.g. through loyalty programs.
We have chosen to study IKEA. The firm, one of the world’s largest retailers, is mainly known for its ready-to-assemble products and selling typically Swedish food.
Please read the information carefully and fill in the following questionnaire conscientiously.
Please respond to each question. If you are unsure, pick the answer most likely to your mindset.
No personal data is collected. Participants remain anonymous. It takes about five minutes to participate in the survey.
Many thanks!
Short Cases
I. IKEA has managed to establish itself as a major player in the global retailing landscape. Its target is to become the world's leading multi-channel home furnishing retailer. The Sweden-based retailer has grown considerably over the last few years and
plans to continue this trend. IKEA recorded over 900 million store visits in their financial year 2016 and currently employs over 180.000 people worldwide.
The firm offers a broad product range at an affordable price. Customers can find many products from furniture and kitchens to toys and home accessories. IKEA’s philosophy is to bring Scandinavian spirit to homes around the globe.
II. The IKEA catalogue offers customers a complete overview of the firm’s product range.
Customers can find products ranging from desk lamps over kitchen furniture to entire living rooms. Recently, the company launched a free VR-application
for smartphones and tablets, in addition to the existing print catalogue. Customers can choose products from the catalogue and by using the device’s camera they can get a virtual impression on screen of how the product will fit into their home.
III. IKEA FAMILY is a free customer loyalty program which includes a large range of benefits. Members of the program receive discounts at the firm’s restaurant and on special products, free coffee, and access to exclusive lotteries and
events. Recently, the company launched two new benefits for members: free transport insurance for members who purchased furniture and trips to the company’s homeland, Sweden, at special member rates.
Long Cases
I. IKEA has managed to establish itself as a major player in the global retailing landscape. Its target is to become the world's leading multi-channel home furnishing retailer. The Sweden-based retailer has grown considerably over the last few years and plans to continue this trend.
IKEA recorded over 900 million store visits in their financial year 2016 and currently employs over 180.000 people worldwide.
The firm offers a broad product range at an affordable price.
Customers can find many products from furniture and kitchens to toys and home accessories. IKEA’s philosophy is to bring Scandinavian spirit to homes around the globe.
II. The IKEA catalogue offers customers a complete overview of the firm’s product range.
Customers can use the catalogue to find any type of furniture or accessories that might be needed from IKEA.
Recently, the company moved forward and launched a more technologically advanced augmented reality catalogue in the form of a tablet application. The system allows customers, via their tablet’s cameras and sensors, to put IKEA furniture
digitally into their room. Customers can now browse the catalogue, pick a product they like, and easily find out whether it fits into their room and what it is going to look like.
III. The launch of IKEA FAMILY introduced several zero cost benefits to customers. Members of IKEA FAMILY have access to reduced prices on many products and are the first to be informed about new products coming to the store. In the IKEA restaurant, members get discounts and enjoy free coffee. Additionally, members have access to exclusive lotteries and events.
Recently, the company launched two new valuable benefits for all IKEA FAMILY members: free transport insurance for purchased furniture and trips to the company’s homeland, Sweden, at special member rates.
Questionnaire for all cases
To what extent does this text describe an innovation in core service?
Not at all Somewhat To great extent o o o o o o o
To what extent does this text describe an innovation in service delivery?
Not at all Somewhat To great extent o o o o o o o
To what extent does this text describe an innovation in servicescape?
Not at all Somewhat To great extent o o o o o o o
To what extent does this text describe an innovation in customer relations?
Not at all Somewhat To great extent o o o o o o o