Advertisement

Theoretical Aspects of Creating Customer Value

  • José Alfredo Delgado-Guzmán
  • Bertha Molina-Quintana
  • María Berta Quintana-León
Conference paper
Part of the Studies in Systems, Decision and Control book series (SSDC, volume 180)

Abstract

The concept of value has changed from being seen as simply a balance between benefits and sacrifices towards a process of interaction in which consumers and companies collaborate to create a joint value. The role of marketing is to help the company create value to its customers and to be superior to the competition. It is important to understand the concept of value, value for the client and creation of value for the client in order to analyze the situation of the Company and act strategically in order to be competitive.

References

  1. Adner, R., Zemsky, P.: A Demand-based perspective on sustainable competitive advantage. Stategic Manag. J. 27, 215–239 (2006)Google Scholar
  2. Anderson, J.C., Narus, J.A.: Business marketing: Understand what customers value. Harvard Bus. Rev. 76(6), 53–65 (1998)Google Scholar
  3. Anderson, J.C., Gerbing, D.W.: Structural equation modelling in practice: a review and recommended two step approach. Psychol. Bull. 103(3), 411–423 (1988)CrossRefGoogle Scholar
  4. Anderson, J.C., Jain, D.C., Chintagunta, P.K.: Customer value assessment in business markets: a state-of-practice study. J. Bus.-to-Bus. Mark. 1(1), 3–29 (1993)CrossRefGoogle Scholar
  5. Anderson, J.C., Hakansson, H., Johanson, J.: Dyadic business relationships within a business network context. J. Mark. 58(4), 1–15 (1994)CrossRefGoogle Scholar
  6. Anderson, J.C., Narus, J.A.: Capturing the value of supplementary services. Harvard Bus. Rev. 73(1), 75–83 (1995)Google Scholar
  7. Anderson, J.: Relationships in business markets: exchange episodes, value creation and their empirical assessmen t. J. Acad Mark. Sci. 23(4), 346–350 (1995)CrossRefGoogle Scholar
  8. Anderson, E.W.: An economic approach to understanding how customer satisfaction affects buyer perceptions of value. In: Stewart, D.W., Vilcassim, N. (eds.) Proceedings of the AMA Winter Conference: Marketing Theory and Applications. vol. 6, pp. 102–106 (1995)Google Scholar
  9. Anderson, J.C., Narus, J.A.: Business marketing: understand what customer value. Harvard Bus. Rev. 76(6), 53–65 (1998)Google Scholar
  10. Anderson, J.C., Thomson, J.B.L., Wynstra, F.: Combining price and value to make purchase decisions in business markets. Int. J. Res. Mark. 17(4), 307–329 (2000)CrossRefGoogle Scholar
  11. Arias, L.: Metodología de la Investigación. Trillas, México (2007)Google Scholar
  12. AMA.: Asociación Americana de Marketing en www.ama.org
  13. American Marketing Association. J. Mark. (2007)Google Scholar
  14. Ballantyne, D., Varey, R.J.: Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing. Mark. Theory 6(3), 335–348 (2006)CrossRefGoogle Scholar
  15. Biggemann, S., Buttle, F.: Conceptualising business-to-business relationship value. In: Wynstra, W. (ed.) Proceedings of the 21st Annual IMP Conference: Dealing with Dualities Erasmus University: Industrial Marketing and Purchasing (IMP) Group (2005)Google Scholar
  16. Carr, L.P., Ittner, C.D.: Measuring the cost of ownership. J. Cost Manage. 42–51 (1992, Fall) Google Scholar
  17. Flint, D.J., Woodruff, R.B., Gardial, S.F.: Customer value change in industrial marketing relationships, A call for new strategies and research. Ind. Mark. Manage. 26(2), 163–175 (1997)CrossRefGoogle Scholar
  18. Ford, D., McDowell, R.: Managing business relationships by analysing the effects and value of different actions. In: Ind. Mark. Manage. 28(3), 429–442 (1999)CrossRefGoogle Scholar
  19. Corsaro, D.: Relationship Value in Business Markets: Strategic, Relational and Technological. In: 8th Global Conference on Business & Economics. Universita Cattolica del Sacro Cuore di Milano, Florence (2008)Google Scholar
  20. Gale, B.T.: Managing Customer Value: Creating Quality and Service That Customers Can See. The Free Press, New York (1994)Google Scholar
  21. Goodwin, R., Ball, B.: Closing the Loop on Lotalty, Primavera, 25–34 (1999)Google Scholar
  22. Grönroos, C.: Value-driven relational marketing: from products to resources and competencies. J. Mark. Manag. 13(5), 407–419 (1997)CrossRefGoogle Scholar
  23. Grönroos, C.: On defining marketing: finding a new roadmap for marketing. Mark. Theory 6(4), 395–418 (2006)CrossRefGoogle Scholar
  24. Grönroos, C.: The relationship marketing process: communication, interaction, dialogue, value. J. Bus. Ind. Mark. 19(2), 99–113 (2004).  https://doi.org/10.1108/08858620410523981CrossRefGoogle Scholar
  25. Gronroos, C.: From marketing mix to relationship marketing: towards a paradigm shift in marketing. Asia-Aust. Mark. J. 2(1), 9–29 (1994)Google Scholar
  26. Holbrook, M.B.: The nature of customer value. In: Rust, R.T., Oliver, R. L. (eds.) Service Quality: New Directions in Theory and Practice, pp. 21–71. Sage Publication, Thousand Oaks (1994) Google Scholar
  27. Huber, F., Herrmann, A., Morgan, R.E.: Gaining competitive advantage through customer value oriented management. J. Consum. Mark. 18(1), 41–53 (2001)CrossRefGoogle Scholar
  28. Johnson, M.D., Herrmann A., Huber F.: The Evolution of Loyalty Intentions. Am. Mark. Assoc. 70, 122–132 (2006)CrossRefGoogle Scholar
  29. Kothari, A., Lackner J.: A value based approach to management. J. Bus. Ind. Mark. 21(4), 243–249 (2006)CrossRefGoogle Scholar
  30. Homburg, C., Garbe, B.: Towards an improved understanding of industrial services: quality dimensions and their impact on buyer-seller relationships. J. Bus.-To Bus. Mark. 6(2), 39–71 (1999)CrossRefGoogle Scholar
  31. Kothandaraman, P., Wilson, D.T.: Implementing relationship strategy. Ind. Mark. Manag. 29(4), 339–349 (2000)CrossRefGoogle Scholar
  32. Porter, M.E.: What is strategy? Harvard Bus. Rev. 44, 61–78 (1996)Google Scholar
  33. Parasuraman, A.: Reflections on gaining competitive advantage through customer value. J. Acad. Mark. Sci. 25(2), 154–161 (1997)CrossRefGoogle Scholar
  34. Martin, D.: El Valor Percibido como Determinante de la Fidelidad del Cliente. Universidad de Sevilla, Tesis Doctoral (2001)Google Scholar
  35. Martin, D., Barroso, C., Martin, E.: El Valor Percibido de un Servicio. Rev. Esp. Investig. Mark. ESIC 8(1), 47–73 (2004)Google Scholar
  36. Lindgreen, A., Wynstra, F.: Value in business markets: What do we know? Where are we going? Ind. Mark. Manage. 34, 732–748 (2005)CrossRefGoogle Scholar
  37. Mocciaro, A., Battista, G.: The development of the resource-based firm between value appropriation and value creation. Adv. Strat. Manag. 22, 153–188 (2005)Google Scholar
  38. Mizik, N., Jacobson, R.: Trading off between value creation and value appropriation: the financial implications of shifts in strategic emphasis creation. J. Mark. 67, 63–76 (2003)CrossRefGoogle Scholar
  39. Normann, R., Ramírez, R.: From value chain to value constellation: Designing interactive strategy. Harvard Bus. Rev. 71(4), 65– 77 (1993)Google Scholar
  40. Payne, A., Holt, S.: Diagnosing customer value: integrating the value process and relationship marketing. Br. J. Manag. 12(2), 159–182 (2001)CrossRefGoogle Scholar
  41. Prahalad, C.K., Ramaswamy, V.: Co-creation experiences: the next practice in valuecreation. J. Interact. Mark. 18(3), 5–14 (2004) CrossRefGoogle Scholar
  42. Ponsonby, S., Boyle, E.: The ‘value of marketing’ and the marketing of value in contemporary times—A literature review and research agenda. J. Mark. Manage. 20(3-4), 343–361 (2004) CrossRefGoogle Scholar
  43. Ramírez, R.: Value co-production: Intellectual origins and implications for practice and research. Strateg. Manag. J. 20, 49–65 (1999)CrossRefGoogle Scholar
  44. Ravald, A., Gronroos, C.: The value concept and relationship marketing. Eur. J. Mark. 30(2), 19–30 (1996)CrossRefGoogle Scholar
  45. Ritter, T., Wilkinson, I.F., Johnston, W.J.: Managing in complex networks. Ind. Mark. Manag. 33(3), 175–183 (2004)CrossRefGoogle Scholar
  46. Rojas, R.: El Proceso de la Investigación Científica. Trillas, México (2007)Google Scholar
  47. Setijono, D., Dahlgard, J.J.: Customer Value as a key performance indicator (KPI) and a key improvement indicator (KII). Measur. Bus. Excell. 11(2), 44–61 (2007)CrossRefGoogle Scholar
  48. Slater, S.F.: Developing a customer value-based theory of the firm. J. Acad. Mark. Sci. 25(2), 162–167 (1997)CrossRefGoogle Scholar
  49. Slater, S.F., Narver, J.C.: Market orientation, customer value, and superior performance. Bus. Horiz. 37(2), 22–28 (1994)CrossRefGoogle Scholar
  50. Tuominen, M.: Channel collaboration and firm value proposition. Int. J. Retail. Distrib. Manag. 32(4), 178–189 (2004)CrossRefGoogle Scholar
  51. Tzokas, N., Saren, M.: Value transformation in relationship marketing. Australas. Mark. J. 7(1), 52–62 (1999)CrossRefGoogle Scholar
  52. Ulaga, W.: Capturing value creation in business relationships: a customer perspective. Ind. Mark. Manag. 32(8), 677–693 (2003)CrossRefGoogle Scholar
  53. Ulaga, W., Chacour, S.: Measuring customer perceived value in business markets. Ind. Mark. Manag. 30(6), 525–540 (2001)CrossRefGoogle Scholar
  54. Ulaga, W., Eggert, A.: Relationship value in business markets: the construct and its dimensions. J. Bus.-To-Bus. Mark. 12(1), 73–99 (2005)CrossRefGoogle Scholar
  55. Ulaga, W., Eggert, A.: Value based differentiation in business relationships: gaining and sustaining key supplier status. J. Mark. 70(1), 119–136 (2006a)CrossRefGoogle Scholar
  56. Ulaga, W., Eggert, A.: Relationship value and relationship quality. Eur. J. Mark. 40(3/4), 311–327 (2006b)CrossRefGoogle Scholar
  57. van der Haar, J.W., Kemp, R.G.M., Omta, O.: Creating value that cannot be copied. Ind. Mark. Manag. 30(8), 627–636 (2001)CrossRefGoogle Scholar
  58. Walter, A., Muller, T.A., Helfert, G., Ritter, T.: Functions of industrial supplier relationships and their impact on relationship quality. Ind. Mark. Manag. 32(2), 159–169 (2003)CrossRefGoogle Scholar
  59. Walter, A., Ritter, T., Gemqnden, H.G.: Value creation in buyer–seller relationships. Ind. Mark. Manage. 30(4), 365–377 (2001)CrossRefGoogle Scholar
  60. Wilson, D.: An integrated model of buyer-seller relationships. J. Acad. Mark. Sci. 23(4), 55–66 (1995)CrossRefGoogle Scholar
  61. Wilson, D.T., Jantrania, S.: Understanding the value of a relationship. Asia-Aust. Mark. J. 2(1), 55–66 (1994)CrossRefGoogle Scholar
  62. Woodruff, R.: Customer value: the next source for competitive advantage. J. Acad. Mark. Sci. 25(2), 139–153 (1997)CrossRefGoogle Scholar
  63. Woodruff, R.B., Gardial, S.: Know your Customers–New Approaches to Understanding Customer Value and Satisfaction. Blackwell, Oxford (1996)Google Scholar
  64. Zander, I., Zander, U.: Knowledge and the speed of the transfer and imitation of organizational capabilities: an empirical test. Organ. Sci. 6(1), 76–92 (2005)CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Universidad Nacional Autónoma de México, UNAMCiudad de México, CDMXMexico
  2. 2.Universidad Michoacana de San Nicolás de Hidalgo, UMSNHMoreliaMéxico

Personalised recommendations