The schemas’ accuracy between stakeholders : Comparison between organization layers and in relation to customers

Abstract Aim: The purpose of the study is to implement schemas’ biases and accuracy into organization layers, value promise, and customer needs by comparing the accuracy between the layers and in comparison, to customers. Framework: The study framework forms from cognitivist schema theory under which influence the interlinked value promise, customer needs and stakeholders are studied. Methodology: The empirical section of the study is executed with quantitative research and embedded single case study method. The primary research data was collected with two web-surveys that aimed to study the paper’s streams in comprehensive principle. The study follows a subjectivist, interpretivist and critical realism research philosophies and uses research approach related to mixed methods to produce mainly exploratory results. Findings: The schema mismatches between the organization layers cannot be declared as a statistically significant concept. The statement, however, does not completely neglect the seen schema mismatches significance. The cross-unit analysis presented confronting empirical results, which is why, the schemas’ mismatch between the organization layers and customers is declared a significant phenomenon. The schemas differed measurable more in value promise than in customer needs. 16/17 mismatches were caused by the organization layers undervaluation of the value promises or customer needs attribute’s efficiency for customers. Due to the results, the paper suggests that schema mismatches between the organization layers and customers should be proactively understood, matched and managed. KEYWORDS: Schemas’ mismatches; Schemas’ accuracy; Value promise; Customer needs; Organization layers; Customers.