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Customer Value from a Customer Perspective: A Comprehensive Review
Journal
Journal für Betriebswirtschaft
ISSN
0344-9327
ISSN-Digital
1614-631X
Type
journal article
Date Issued
2008-03-10
Author(s)
Graf, Albert
Abstract
The value concept is one of marketing theory's basic elements. Identifying and creating customer value (CV) - understood as value for customers - is regarded as an essential prerequisite for future company success. Nevertheless, not until quite recently has CV received much research attention. Ideas on how to conceptualize and link the concept to other constructs vary widely. The literature contains a multitude of different definitions, models, and measurement approaches. This article provides a broad overview, analysis, and critical evaluation of the different trends and approaches found to date in this research field, encompassing the development of perceived and desired customer value research, the relationships between the CV construct and other central marketing constructs, and the linkage between CV and the company interpretation of the value of the customer, like customer lifetime value (CLV). The article concludes by pointing out some of the challenges this field of research will face in the future.
Language
English
Keywords
Customer Value
Desired Customer Value
Perceived Customer Value
Consumer Behaviour
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Springer
Publisher place
Berlin
Volume
58
Number
1
Start page
1
End page
20
Pages
20
Subject(s)
Division(s)
Eprints ID
43951