Just need to rewrite the recommendation paragraph.
1. INDIVIDUAL PROJECT: You have recently graduated and have secured a role as a Marketing Assistant for an App Developer Enterprise (choose any Services focused app that you personally rate highly). You are asked by your manager to research and prepare a report on how new Customer Value may be created and existing Customer Value may be advanced by this App. In writing this report, focus on value received by App users which may include some of the following types of value: Functional, Social, Emotional, Experience, Time, Place and Problem Solving value. Your manager intends to use your report to help prepare a power point presentation for the firm's founders at an upcoming strategic meeting. Your manager is time-poor and needs you to write a report from which she will develop a strong and engaging presentation. Your report should cover at least the following components: Identify the App you have chosen and provide background information on what the App does and how it is designed to engage users and retain their loyalty. Also, outline the usage cost, if any. Define Customer Value and briefly describe each of the elements of Customer Value (Functional, Social, Emotional, Experience, Time, Place and Problem Solving value.) Outline how each of these value propositions relate (or do not relate) to your App’s users Define the App’s core service and discuss which value propositions are evident in your brand's core service Determine whether the app deploys User Satisfaction measures and a positioning strategy Outline how technology contributes to the firm's value offering Write recommendations for improving the value offerings embedded into the App. Include 3 – 5 strong recommendations for how the App can be improved by embedding additional value propositions. Remember to include any visual images into your appendix that your manager can include into the power point presentation. You are expected to research the topics outlined, sourcing at least five strong references that are relevant to this topic. There is no one specific answer to this topic and your report will be strongly directed by your choice of App and the references that you source as well as your personal insights in connecting the topic material to the App. Your manager will be expecting a report that's highly relevant to the topic, well-structured and clearly written. The grading of your report will be based on a rubric (see appendix 1). Please refer to the rubric when preparing your report. In regards to this task, note the following: Your submission should be carefully planned prior to starting writing to ensure relevance to the topic and good sequencing of ideas. You are expected to consult at least 5 recent, high-quality journal articles on this topic as well as any other sources that you believe are relevant and authoritative. The work should be correctly referenced throughout the document (Chicago protocol). A list of references should appear at the end of the document (Chicago protocol). Your writing should be structured under appropriate headings and sub-headings. Appropriate use of paragraphs should be evident throughout the document. Avoid vague or sweeping statements. Ensure that there’s a logical flow throughout the document. Don’t use “I”, “we” or “us” Edit your work thoroughly before submission. Length requirement: The report should be no longer than 8 pages (1.5 spacing, 11 font), but this limit EXCLUDES contents list, cover page, references and appendices. No executive summary is required as there is only one reader. Submission: Via turnitin by Friday 5pm, week 5 2 INDIVIDUAL PROJECT INDIVIDUAL PROJECT Airbnb Table of Contents 1.0 Introduction3 2.0 The Customer Value and its Further Divisons in Airbnb App3 2.1 Function value of Airbnb4 2.2 Social value of Airbnb5 2.3 Experience Value of Airbnb6 2.4 Emotional value of Airbnb7 3.0 Questionnaires8 4.0 Recommendations9 4.1 Achieving Time Value Though App9 4.2 Using App to Enhance Place Value for Airbnb Consumers9 4.3 Delivering Problem Solving Value to Consumers Through Mobile App10 References16 Appendices16 1.0 Introduction Customer value can be defined as the benefits that the customers receive from the product or service in return for the total sacrifices that they make for availing it (Lam, et al. 2004). The market these days is highly competitive, and the global competitive environment has made companies come up with new ways to build and sustain competitive advantage. Merely working on internal aspects of business is not sufficient to face the global competition and it is now necessary for companies to focus on understanding customers and deliver superior customer value (Woodruff 1997). Customer value helps in establishing an emotional bond between the customers and the product or service providers by making the consumer feel that he/she has received an added value by the use of the offering (Wang, et al. 2004). Customer engagement is an important part of customer value management (Verhoef and Lemon 2013). Airbnb is an online booking app which was established in 2008. It uses digital communication to successfully engage with their customers .Its core service is to serve as an aggregator to bring travellers and hotels together for a mutual excahnge of benefits (Bhatt 2017). This report will a provide a detailed analysis of what consumers value is and how Airbnb app delivers customer value through customer engagement methods within each stage. Moreover, it will point out how the Airbnb app achieves functional, social, experience, and emotional value. The report also propses a a few recommendations to improve customer valur through Airbnb app based on the analysis done in the report. However, the report uses only secondary sources to evalute the customer value deliverd by the Airbnb app. This might make the findings obsolete and also limit its accuracy. 2.0 The Customer Value and its Further Divisons in Airbnb App Customer value is a personal assessment of the net worth obtained from an activity, that is the customer perceived value and customer received value (Lam, et al. 2004). It can also be specifically divided into Functional, Social, Emotional, Experience, Time, Place and problem-solving value (Smith and Colgate 2007). Functional value relates to the significance or desired performance of a good or services (Smith and Colgate 2007). Social value is a quantification of the importance of people that changes their experiences in life and what they contribute for society (Murphy, Ackermann and Handgraaf. 2011). Emotional value refers to the value gained from consumers’ feelings or emotional states when adopting and using a service (Desmet, Overbeeke and Tax 2001). Experience value is created through experiential utility, which is given to customers to seek experience or memory to create resonance (Prebensen 2018). Time value is related to opening hours, speed of the delivery, punctuality of service which give convenience to travellers of availing service at the right time when they actually need it (Heinonen 2004). Place value is generated by providing customers a flexibility to select the place of delivery of service according to their own choice and technological support such as mobile applications for utilising the service from remote locations away from the actual service delivery site (Heinonen 2004). Problem solving value is when a product (good or service) could provide design or come up with a strategy or a new technology to achieve the desired goal (Stabell and Fjeldstad 1998). On the basis of these definition the current study further analysis how these aspects of customer value are created by Airbnb through its mobile app. 2.1 Function value of Airbnb Functional value is imporatnt for every business, and it is created by certain attributes which are price, durabilty and reliabilty aspects (Sweeney & Soutar, 2001). The main function of the Airbnb App is to serve as an aggregator for bringing service providers and customers on a signle platform where they can interact and do business. It allows landlords to have peer-to-peer communication with customers. Obviously, on the two sides of the Airbnb platform are two individuals who do not know each other. By creating an app which supports interaction between the two parties and allows for sharing of experiences helps in the better delivery of services. The app ensures transparency where the prices, the quality of services and details related to booking policies are shared in clear and easy to understand format. These experiences shared through the app gives users an insight into the core and the sugmented benefits that they can expect to receive from the service. Functional value palys a significant role in influencing buyer's decisonm making process (Sweeney & Soutar, 2001). When the cutomers feel that the company is giving equal benefits for the price it is charging, they feel more satisfied and are convinced to continue their realtionship with the comapany. 2.2 Social value of Airbnb The social value of Airbnb is reflected in two aspects.The first one is the “share economy” and the second one is “Onelessstranger”. An economic model of the sharing economy often defined as a p2 based activity that provides or shares access to goods and services through a community-based online platform (Sundararajan 2016). In general, it refers to a new economic model based on strangers and the temporary transfer of the right to use goods or enjoy services at the same time. Airbnb is a specific example of Sharing economy (Hamari, Sjöklint and Ukkonen 2016). It mainly reflects that the service providers in Airbnb give their vacant houses or rooms on rent to make profits, and consumers can rent these properties and experience a home like stay at affordable prices which is more economical and practical than a hotel. Therefore, Airbnb’s sharing economy not only allows the landlord to rent their properties to make money but also allows consumers to enjoy the highest service at the most affordable prices. The new users who had just created a customer account on Airbnb mobile application can avail a discount coupon of 50% which makes them save additional money（Fang, Ye and Law 2015）. It seems that the lowest price of houses attracts more consumers, thus needing more restaurants to cater to the needs of the increasing demands of visitors. Obviously, the sharing economy of Airbnb promotes the development of tourism and shows it social value. “Onelessstranger” a campaign started by Airbnb in 2015 with the aim of engaging consumers with Airbnb and encouraging social interaction among people. This activity approach is simple; the company would give consumers $10 to practice certain actions such as buy breakfast for a stranger, or send a beautiful gift to a neighbour and many other actions that are kind, friendly, enjoyable and promotes social interaction in a health way. Consumers do what they want to know about strangers in the world, and then share their stories with pictures, videos or texts with “Onelessstranger” tag on Facebook, Twitter and other social media platforms (Airbnb 2015). It can be seen that these activities promoted by the company encourages interaction between people and reflects the social value of Airbnb which is to make society better. Figure 2: Onelessstrange Stories of belonging (Airbnb 2014) 2.3 Experience Value of Airbnb Experience value focuses on