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Customer-perceived Value in Business Relationships
2004 (English)Doctoral thesis, monograph (Other academic)
Abstract [en]

The content of customer-perceived value has in this study been explored with the aim of providing an understanding of the concept in business-to-business settings. A case study in the commercial aircraft engine maintenance industry has provided a description of context-specific attributes forming the dimensions of customer-perceived value. An explanatory model, based on the notion of flow, is then proposed. Finally, a conceptual model is put forward, summarizing aspects of customer-perceived value.



The evolving service-centered logic for marketing puts an emphasis on value, especially the value perceived and determined by the customer. Concurrently, a development is recognized within the industrial business-to-business sector where goods and services are packaged into total service offerings with an increasing prominence for services. This is the background of the study; conducted in order to elucidate the concept of customer-perceived value in a context where total service offerings are provided within dyadic business-to-business relationships.



The conceptual framework, guiding the empirical study, has its points of departure in the field of service research. The first analysis of the case study findings forms value maps built from value attributes, aggregated into value drivers, and then into value features describing the context-specific benefits and sacrifices of the studied relationship: Availability of engines, Organization efficiency, Financial benefits, Collaborative partnership, Trust, and Sacrifices to use offering. It is suggested that customer-perceived value is created at three levels; at a product level, at a partnership level, and at a psychological level. Furthermore, the value maps clarify the double nature of customer-perceived value, which is found to have both an origin side how the service provider should act to deliver value and a side illuminating the more or less monetarily quantifiable effects of value.



The analysis of the empirical findings results in a model that is proposed to explain the origin and effect of customer-perceived value in the actual and similar settings. Central in the explanation is the notion of flow. Flows of goods, information, risk, involvement, and money intersect the value features and provide the sources of value on the origin side of customer-perceived value. The effects can be traced to the flows of revenue benefits, cost benefits, interest effects, and costs to use. Concurrently, flows both build, and are filtrated by, Trust the psychological level of value during the process in which the customerÕs perception and understanding of value comes into being. On the effect-side of value, the concepts stochasticity and substantiality are introduced in order to capture the uncertainties that make translations into monetary terms difficult.



The outcome of the abductive reasoning in the final phase of the study is a conceptual model of customer-perceived value. This model, proposed as the main contribution of the study, summarizes different aspects of customer-perceived value and of its assessment in a context of dyadic business-to-business relationships. My definition of customer-perceived value, together with a list clarifying the many facets of the concept, concludes the study

Place, publisher, year, edition, pages
Karlstad: Karlstad University Studies , 2004.
Identifiers
URN: urn:nbn:se:kau:diva-17986ISBN: 91-85335-13-4 (print)OAI: oai:DiVA.org:kau-17986DiVA, id: diva2:591605
Available from: 2013-01-21 Created: 2013-01-21 Last updated: 2013-01-21

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  • apa
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