Capturing and identifying Customer Value in a B2B environment: A case from Norwegian Oil and Gas Asset Integrity Service Providers

Abstract

Without suitable business model and strategies, companies have tough time surviving and sustaining in any market. Customer value is a corner stone in most businesses. Customer needs are dynamic, changing from time to time due to different reasons (market, price, quality etc.). This research attempts to capture and identify customer value in a Business-to-Business (B2B) environment focusing on Norwegian Asset Integrity (AI) Service Provider Industry. An online questionnaire survey is prepared to collect feedback from the AI experts affiliated with key Norwegian service providers and customers. Identified perception gaps are highlighted related with customer value, alignment, managing, communicating and delivering it. Many interesting trends and preferences can be seen on the use of networking channels, quality, price perceptions, relationship and creation of value. Most findings relate to the AI business models. This study is the one of the first attempts to explore the concept of customer value and its understanding in AI B2B scenario and can be taken as benchmark for any future researches.