Customer Value Delivery Practices In Tyre Production And The Perception Of Customers & Employees On Its Product Quality delivery: A Case Of Horizon Addis Tyre Share Company

Abstract

Flint, Woodruff &Gardial (2009) state that customer value delivery is, broadly speaking, about understanding users today, seeking future opportunities for buyers, and intelligently creating innovations for payers. Traditionally, customer value is conceptually placed between a company‟s resources and market outcomes that embody the financial purpose of the business; customer value complements technology, and technology is seen as an enabler of customer value. Researchers claim that customer value delivery is systemic and dependent on more thanone attribute, and possibly on more than one firm (Pynnönen, Ritala&Hallikas, 2011). Hence,not limited to organizational change (Goodstein &Butz, 1998), customer value is introduced aspart of the comprehensive reasons for thinking about the systemic change of customer valuesin the ecosystem.

Customer value delivery (CVD) has three dimensions: the physical attribute of the product or services such as price, quality, speed of delivery and completeness of the service; the relationship that a customer experiences by interacting with the company; and the emotional appeal of the company or its products and services to the customer.(Goodstein &Butz, 1998). From the above three dimensions,the study focused on the physical attribute of the product/service specifically on quality value delivery to customers from the beginning of design to ending of delivery process.

The aim of this study was to: a) study perception of CVD among Horizon Addis Tyre Share co. customers and employees and b) to determine the relationship between value delivery, product quality and satisfaction. Primary data were collected using questionnaire from the employees of the company and customers and discussion on a purposive sampling basis. Quantitative data were analyzed using Statistical package for social studies SPSS and qualitative data were analyzed by Analytical Hierarchy process (AHP). Moreover, the research aimed at prioritizing customer needs. The result shows that customers are satisfied with the quality delivery of products and services of the company. Based on the requirements of the customers, their voices has been tried to be translated in to technical parameters and prioritized. Horizon Addis Tyre Company/industry needs to give a due attention in training all its employees so as to maintain the competitive advantage that it has now.