Dimensionality of quality from a customer perspective in the wood industry

Abstract

This research analyzes product quality from a customer perspective in the case of the wood products industry. Of specific interest is to understand better how environmental quality is perceived from a customer perspective. The empirical material used comprises four datasets from Finland, Germany and the UK, collected during 1992-2004. The methods consist of a set of quantitative statistical analyses. The results indicate that perceived quality from a customer perspective can be presented using a multidimensional and hierarchical construct, with tangible and intangible dimensions, that is common to different markets and products. This applies in the case of wood products but also more generally at least for some other construction materials. For wood products, tangible product quality has two main sub-dimensions: technical quality and appearance. For product intangibles, a few main quality dimensions seem detectable: Quality of intangibles related to the physical product, such as environmental issues and product-related information, supplier-related characteristics, service and sales personnel behavior. In the case of wood products, environmental quality and information are often perceived as being interrelated. Technical performance and appearance are the most important considerations for customers in the case of wood products. However, organizational customers in particular also clearly consider certain intangible quality dimensions to be important, such as service and supplier reliability. The high technical quality of the tangible product may be considered as a "license to operate", but product appearance and intangible quality provide potential for differentiation for attracting certain market segments. Environmental quality may not have been used to its full extent to attract customers, and one possibility is to increase the availability of the environment-related information, or to develop environmentrelated product characteristics to also provide some specific individual benefits. The results indeed indicate that wood products markets are segmented with regard to quality demands.

Finnish forest owner objectives as indicators for a diversifying use of forests on the road to a bioeconomy

“…Further, in a study of wooden terrace materials, Holopainen et al (2014) argued that elderly and female consumers, in particular, are more likely to search for more sustainable consumption options. Toivonen (2011) argues that wood product manufacturers should pay more attention to communicating environmental quality and endow products with detailed environmental information particularly if environmental quality is intended to differentiate the product in the markets. However, Thompson et al (2010) emphasize that consumers should have confidence in the meaningful environmental benefit of the product in order to show a preference for green products and to pay price premiums for them.…”

Hacia una caracterización experiencial de la madera como material para el diseño de productos

“…Para iniciar un proceso de caracterización de especies madereras que defina estos aspectos en un contexto local, debe tenerse en cuenta que la evidencia establece que dicho contexto no puede ser separado de la experiencia del usuario, pues constituye uno de sus componentes básicos (Ortiz Nicolás y Aurisicchio, 2011). En países de tradición maderera, con grandes extensiones de bosques y políticas de replantación y explotación responsable como los países escandinavos, la madera es considerada un material barato comparativamente con otros, y su valor percibido disminuye en el público común (Ljungberg y Edwards, 2003;Toivonen, 2011) frente a materiales como la piedra y el concreto, sin embargo, en zonas más mediterráneas la madera comienza a variar su percepción y puede ser considerada un lujo como material de construcción.…”

Renewing the sawmill industry: studies on innovation, customer value and digitalization

“…Environmental and social sustainability are increasingly emphasized by consumers (e.g. Vidal & Kozak 2008;Panwar & Hansen 2009, Toivonen, 2011Pätäri et al 2015). This profoundly characterizes customer relationships, services and business development within the wood products industry.…”

“…More precisely, the value should be created in relationships (i.e., the customer-oriented view), not delivered by an offering (i.e., the traditional, manufacturing view). The sawmill industry is affected by numerous factors (e.g., environmental and social sustainability, demands for raw wood availability, logistics, lead times, uneven quality of the wood raw material) that impacts the customer relationships and business development within the industry (e.g., Carlsson & Rönnqvist, 1999;Arce et al 2002;Panwar & Hansen 2009, Toivonen, 2011. Rather than viewing them as limiting factors, the industry should view these issues as opportunities for exploiting new technologies (e.g., digitalization) to improve interaction and co-learning within the wood supply chains.…”