Event management and B2B customer value

: the case of Carglass Portugal

Abstract

Event management has been gaining significant importance in the B2B context, promoting relationships with customers. This study addresses how event management influences the creation of value for customers in the B2B sector, with Carglass Portugal as a case. The purpose of this study is to fill this research gap and expand existing information on event management and its influence on value for B2B customers. The research strategy of this study is case study research, using mainly primary data, namely semi-structured interviews with managers and event organizers of the company. The literature review addresses the concepts of customer value creation, customer retention and strategic event management, relating their contribution to the value proposition. As a result, we observed that well-planned events can increase customer satisfaction and loyalty, differentiating the company from its competitors. Furthermore, the importance of co-creation of value is highlighted, where the customer experience will reinforce the perception of the brand. However, challenges such as measuring the impact of the event and adapting the event to the customer profile are critical factors for success. This study contributes to the literature by highlighting the importance of events as a strategic tool for creating value in the B2B sector. It offers recommendations for companies that wish to differentiate themselves through the event experience provided to the customer.

Date of Award	18 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ricardo Alexandre Morais (Supervisor)