Communicating customer value of waste management through website content
(R2022-111757)

AUTHORS

Rūta Repovienė, Vytautas Magnus University; Aušra Pažėraitė, Vytautas Magnus University

ABSTRACT

The purpose of this study is to determine how to communicate customer value of waste management through the website content. Theoretical analysis showed that customer value communication could be implemented by enlighten value dimensions and using content marketing principles. Quantitative content analysis of waste management companies' websites determines current content focuses on the communication of functional value through informative articles. Thus, a lack of more diverse content presenting the emotional and social values of waste management was identified. The contribution to the waste management field appears in integrating both customer value and content marketing theory to identify new opportunities and ways to involve society.