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Desired Attributes and Customer Satisfaction: Identifying Attributes and their Influence on Customer Satisfaction in the Video-game Industry
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In modern society the purchasing of products is not only a driver for a nation's economic success but also a central activity in everyday life. What makes us as consumers select one product over another can be explained by what value needs we seek to satisfy. In order to both create a competitive advantage and customer satisfaction organizations need to understand what it is customers truly values. This is especially important in newer industries with less experience, one such industry is the video game industry which has grown from University labs in the 1960s to a multibillion dollar industry today. In order to address this problem the following research questions were formulated. RQ 1: How can the desired attributes associated with the actual product regarding video-games be identified and described? RQ 2: How do these attributes influence customer satisfaction? This thesis uses a deductive quantitative method with qualitative elements. A content analysis of customer reviews on the site Metacritic was used to gather the empirical data on two different cases. Where possible equivalencies of the attributes durability, appearance and quality were searched for and the attitude towards each was noted. The empirical data states that the desired attributes in regards to the actual product of video games can be identified and described as content which represents durability, graphics which represents appearance and gameplay which represents quality. In addition the empirical data shows that content have a high degree of influence on customer satisfaction. It indicates that graphics has a low degree of influence something that might be explained by technical limitations that make it hard to exceed expectations. Due to the polarizing results on content and graphics it becomes hard to determine the degree of influence gameplay has on customer satisfaction but it is believed to be greater than graphics but lesser than content. The findings of this thesis will hopefully enable companies within the video game industry to understand what it is their customers truly values in regards to their product. And in time may help them shape their value offerings in order to increase customer satisfaction. 

Place, publisher, year, edition, pages
Keyword [sv]
Marketing, marknadsföring, videogames, tv-spel, produkt attribut
National Category
Business Administration
URN: urn:nbn:se:ltu:diva-370OAI: diva2:975083
Educational program
Business Administration, bachelor's level
Available from: 2016-10-07 Created: 2016-09-28 Last updated: 2016-10-07Bibliographically approved

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