TY  - JOUR
AB  - The value concept is a basic constituent of relationship marketing. The ability to provide superior value to customers is a prerequisite when trying to establish and maintain long‐term customer relationships. Stresses the fact that the underlying construct of customer satisfaction is more than a perception of the quality received. What must be taken into account as well is the customer’s need of quality improvements and his willingness to pay for it. From a relationship perspective these aspects are fundamental, since they are both related to the costs of the parties involved. Suggests that a reduction in customer‐perceived costs may be a most recommendable method of providing value to the customer, since, done properly, it can improve the internal cost efficiency as well. It is then possible to establish and maintain mutually profitable customer relationships, which is of prime concern in relationship marketing.
VL  - 30
IS  - 2
SN  - 0309-0566
DO  - 10.1108/03090569610106626
UR  - https://doi.org/10.1108/03090569610106626
AU  - Ravald Annika
AU  - Grönroos Christian
PY  - 1996
Y1  - 1996/01/01
TI  - The value concept and relationship marketing
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 19
EP  - 30
Y2  - 2024/04/19
ER  -