Developing an integrated vision of customer value

Abstract

Purpose

The aim of this paper is to contribute to the service management literature by identifying the possible relationship between customer value seen from the customer perspective and from the firm perspective, and its potential influence on the value created for the service customer. The authors have not found any papers which focus on the relationship between these different perspectives of customer value, and the aim is to fill this gap in the literature.

Design/methodology/approach

The paper proposes that a relationship between the different perspectives exists and attempts to create an integrated vision of customer value.

Findings

The proposed model shows that it is the relationship between customer value from the customer ' s point of view and customer value from the firm ' s point of view that really creates value.

Practical implications

The paper can influence the current service management of firms with regard to customer value creation in several ways.

Originality/value

From the existing literature, it is deduced that customer value can be seen as perceived value (the customer perspective) or as value creation and appropriation (the firm perspective). The paper proposes that these three types of value are equivalent in an important level and should always be interrelated.

Citation

Martelo Landroguez, S., Barroso Castro, C. and Cepeda-Carrión, G. (2013), "Developing an integrated vision of customer value", Journal of Services Marketing, Vol. 27 No. 3, pp. 234-244. https://doi.org/10.1108/08876041311330726