英文顾客感知价值.docx

英文顾客感知价值.docx

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英文顾客感知价值

Customer-perceivedvalueisofconcernforconsumerswishingtomakesoundpurchasechoices,forpractitionerswhoarekeentoimprovetheircustomers'perceptionsofvalue,andforresearchersseekingtoclarifytheconceptualunderpinningsofcustomer-perceivedvalueanditsrelationshipwithothermarketingvariables.Thispapersynthesisestheliteraturefrommarketing,economics,axiologyandpsychologytoprovideaholisticreviewofthecustomer-perceivedvalueconcept.Drawingonthesesourcesfacilitatesdeeperunderstandingandconceptualisationofcustomer-perceivedvalue.Specifically,thepaperseekstounderstandcustomer-perceivedvalueinbothservicesandnew

shoppingcontexts,suchastheonlinesetting.Theimplicationsforresearchersandmanagersareconsidered.

Keywords：

Customer-perceivedvalue,Axiology,Psychology,Economics,

Marketing

Introduction

Theproductsandservicesthatconsumerspurchasearetheoutcomesoftheconsumerbuyingprocess,duringwhichindividualsassessthebenefitsandcostsofacquiringtherequiredproductsandservices.Asvaluejudgements

madeabouttheseitemsduringthisprocessarecentraltoconsumerdecision

making,valueisofconcern:

forconsumerswishingtomakesoundpurchase

choices;forpractitionerswishingtoimprovetheircustomers'perceptionsof

value;andforresearchersseekingtoclarifytheconceptualunderpinningsof

customer-perceivedvalueanditsrelationshipwithothermarketingvariables.

Previousworkraisesconcernsaboutthecomplexityanddivergenceoftheconstruct（Rust&Oliver,1994）.Ratherthanbeingadistinctconceptinitsownright,customer-perceivedvalueisstronglycorrelatedwithprice,quality,sacrificeandsatisfactionandmoreweaklyrelatedtopersonalvalues

（Holbrook,1999;Rokeach,1973）.Theconceptcanbeexaminedfrom

differentangles:

thecustomer'sviewpoint;theshareholder'sperspective;in

relationtothevaluechain;orfromabusiness-to-businessstandpoint.The

perspectiveadoptedinthispaperreflectsthatofGale（1994）,whoseesvalue

asthecustomer'sviewoftheproduct/serviceofferedbyanorganisationcomparedwiththoseavailablefromcompetingfirms.

Customer-perceivedvalueisofgrowinginterestbothtoresearchersfromdifferentdisciplinesandtobusinesspractitioners.Thispaperadoptsaholisticviewofthevalueconstruct,drawingonliteraturefromaxiology,psychology,

economicsandmarketingtoreflectcallsformoremultidisplinaryresearchinmarketing（Lemmink,2005;Rust&Oliver,1994）andforgreatersynthesisofresearchfromdiverseareas（Holbrook,1999）.Thepaperbeginsbyreviewingandsynthesisingtheconceptofcustomer-perceivedvalue,clarifyingthedistinctionbetweenthenotionof'value'and'values'.Byconsideringthe

emergingconvergentanddivergentthemes,adeeperunderstandingofthe

constructanditsinfluencesisachieved.Specifically,thisconceptualisation

addressestheneedforresearcherstounderstandcustomer-perceivedvalue

intheservicesandnewshoppingcontexts,includingtheonlinesetting.Amorecomprehensivedefinitionofperceivedvalueisdevelopedandtheimplicationsforresearchersandbusinesspractitionersareexplored.

Background

Althoughstudiedinthemarketingliteraturefortwodecades,thecruxofcustomer-perceivedvalueremainsambiguous.Valuehasbeenstudiedinanumberofdifferentdomains,beingconsideredinrelationtoutility（Kahneman&Tversky,1979）,benefit（Monroe,2003）,quality（Holbrook,1994）,values（Lai,1995;Long&Schiffman,2000）,andsatisfactionandbeliefs.Inall,nineteendifferenttermshavebeenusedtorefertovalue（Woodall,2003）.Thetermsarefrequentlyusedinterchangeably,leadingtoconfusionabouttheconcept'sscopeanddefinition.Suchconfusionalsoreflectstheexaminationofthevalueconceptindifferentwaysindifferentdisciplines.

Fewstudiesofcustomer-perceivedvaluedistinguishclearlybetweentheconceptsof'value'and'values',despiteevidencesuggestingtheneedforunambiguousboundariesaroundeach.Someauthorsusethetermsinterchangeably（seeLai,1995;Long&Schiffman,2000）,whileothersdonotexplainthedistinctionbetweenthem（Holbrook,1994;Ledden,

Kalafatis&Samouel,2007）.Oliver（1999）providesausefulstartingpointfor

distinguishingbetween'value'and'values',suggestingthatconsumption

valueandpersonalvaluesarelinked.Hubert,HerrmannandMorgan（2001）

adoptasimilarview,demonstratingthatanindividual'spersonalvalues

canbeascertainedthroughtheirpossessionorconsumptionofparticularproductsi/services.Thisperspectivesupportstheideathatcustomer-perceivedvaluemaybeinfluencedbyanindividual'spersonalvalues.Leddenetal.'s（2007）studyofhighereducationreinforcesthisnotion,suggestingthatresearcherstreatpersonalvalueandconsumptionvalueatadisag