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Customer value from a customer perspective – a comprehensive review

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Service Value als Werttreiber

Abstract

The study of customer value (CV) is becoming significantly more important, both in research and in practice (DeSarbo et al. 2010). For example, the American Marketing Association recently revised its definition of “marketing” to encompass the notion of customer value, and there have been important discussions in the literature about the dominant logic in the field and over the central role customer value plays (Vargo and Lusch 2004; American Marketing Association 2006; Flint et al. 2011). Identifying and creating CV is regarded as an essential prerequisite for long-term company survival and success (Porter 1996; Woodruff 1997; Huber et al. 2001; Payne and Holt 2001). Understanding the way customers judge and value a service or product is crucial to achieving a competitive advantage. Scientists and practitioners have recognized the power of the CV concept in identifying value for customers and managing customer behavior (Johnson et al. 2006; Kothari and Lackner 2006; Setijono and Dahlgaard 2007).

Slightly updated version; original article was published in Journal für Betriebswirtschaft (2008), Vol. 58, No. 1, pp. 1-20. The Publication of the article in this book is permitted by the Springer publishing house.

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Authors and Affiliations

  1. Institute of Insurance Economics, University of St. Gallen, Kirchlistr. 2, 9010, St. Gallen, Schweiz

    Dr. Albert Graf & Prof. Dr. Peter Maas

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  1. Dr. Albert Graf
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  2. Prof. Dr. Peter Maas
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Correspondence to Albert Graf .

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  1. Wirtschaftswissenschaftliche Fakultät, Universität Basel, Basel, Switzerland

    Manfred Bruhn

  2. Institut für BWL (510P), Universität Hohenheim, Stuttgart, Germany

    Karsten Hadwich

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Graf, A., Maas, P. (2014). Customer value from a customer perspective – a comprehensive review. In: Bruhn, M., Hadwich, K. (eds) Service Value als Werttreiber. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02140-5_3

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  • DOI: https://doi.org/10.1007/978-3-658-02140-5_3

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