Which Factors Comprise to a Sustainable Customer Experience in a B2B Setting? A Customer Centric Approach to the Case of KLS PurePrint

Alina Bally & Marcus Wandel-Petersen

Student thesis: Master thesis


As the importance of sustainability is becoming increasingly relevant both for business and society, it begins to affect traditional strategic practices, which in this paper entails sustainability’s impact on customer experience. The emerging concept of the Sustainable Customer Experience has only recently been explored in academia, meaning existing research on the subject is still minimal, wherefore, this thesis has set out to contribute to said research gap, by investigating which factors comprise to the Sustainable Customer Experience from the customer’s point of view in a B2B context.
Taking an interpretivist philosophical stance, a case study approach was pursued with KLS PurePrint as the selected case company. Regarding the data collection methods, both quantitative and qualitative elements were applied. Two surveys were sent out in order to gather enough data, gathering 26 responses through Survey A sent to KLS PurePrint customers and 123 responses through Survey B sent to general consumers. Further, six in-depth semi-structured interviews were conducted, the first set of interviews being with the CMO and COO of the case company, and the second set with three KLS PurePrint customers in addition to one with an expert on sustainability.
Through data triangulation, significant insights from the customer’s point of view were gathered and several factors comprising to the Sustainable Customer Experience in the B2B context were identified. Those factors include transparency, credibility, knowledge, communication, personal relations, and trust. Subsequently, the thesis extends the currently limited knowledge on the, asthe research further implies the relevance of these factors in the Sustainable Customer Experience, and how they contribute to the understanding of the concept. In summary, this thesis contributions are twofold: one for business through the generated managerial implications, being a proposed Sustainable Customer Experience Checklist, and one through the research’s theoretical contribution. Additionally, implications for future research have been made. Through both the case study approach as well as the interpretivist stance everything observed is embedded in the specific case context thus the transfer of the findings to other contexts is restricted.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2020
Number of pages218