From perceptions to propositions: Profiling customer value across retail contexts |
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| Affiliation: | 1. University of Tampere, School of Management, Finland;2. Finnish Institute of Occupational Health, Finland;1. School of Business Administration Pontificia Universidad Javeriana Cali, Cali, Colombia;2. Centre for Advanced Retail Studies (CARS), Massey Business School, Massey University, North Shore, Auckland 0745, New Zealand;3. Institute for Retail Studies, Stirling Management School, Stirling University, Stirling FK9 4LA, United Kingdom;1. SKEMA Business School, Université de Lille, MERCUR Research Center, Avenue Will Brandt, 59 777 Euralille, France;2. Department of Marketing, Lancaster University Management School, Charles Carter Building, D42, Lancaster LA1 4YX, UK;3. Graduate School of Business Administration, Keio University, 4-1−1 Hiyoshi, Kohoku, Yokohama 2238526 Japan;1. Monash Business School, Monash University, Level 11, Building 20 (Menzies Building), Clayton Campus, Wellington Rd, Clayton, Melbourne, VIC 3168, Australia;2. Griffith Business School, University of Griffith, Business School (G.42), Room 7.07, Gold Coast Campus, Brisbane, QLD 4222, Australia;1. Department of Business, Ara Institute of Canterbury, Post Office Box 540, Christchurch 8140, New Zealand;2. UC Business School, University of Canterbury, Private Bag 4800, Christchurch 8140, New Zealand;1. Smart Technology Research Centre, School of Design, Engineering and Computing, Bournemouth University, Dorset BH12 5BB, United Kingdom;2. The Institute of Cancer Research: Royal Cancer Hospital, 15 Cotswold Road, Belmont, Sutton, Surrey SM2 5NG, United Kingdom |
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| Abstract: | The core claim made in the paper is that retailers wishing to identify and manage competitive customer value propositions succeed by measuring and modeling customer value perceptions with reference to specific contexts relevant for their competitive advantage. Hence, the purpose of the paper is to present development and validation of a scale for measuring and modeling customer value and to illustrate how contextual perspective contributes to the evaluation of customer value propositions. The findings, based on empirical data from Finland, Japan, and the U.S., validate a framework wherein customer value reflects economic, functional, emotional, and symbolic dimensions of value, associating with satisfaction and word of mouth effects. The customer value profiles generated on this basis provide analytical insight for evaluating how country, channel, product category, and competitive situation influence the criteria for contextual evaluation of customer value propositions. |
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| Keywords: | Customer value Customer value proposition Retail contexts |
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