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Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Industrial Marketing Management, Volume 30, Issue 4, May 2001, Pages 315–319
In recent years, there has been a resurgence of interest in the value construct among both practitioners and marketing researchers. The purpose of this article is to introduce the reader to the different articles included in this special issue of Industrial Marketing Management on Customer Value in Business Markets. The issue takes a look at value from three different perspectives: value creation for the customer, value creation for the supplier, and joint buyer–seller value creation. Directions for future customer value research in the area of business marketing are provided.
In recent years, there has been a resurgence of interest in the value construct among both practitioners and marketing researchers. This holds especially true in business markets where customers rely on the products and services they buy from their suppliers to improve their own market offering and to increase the overall profitability of their firm. As an example, the mission statement of Exxon Chemical illustrates how business marketers today place customer value at the core of their marketing strategies: “Our mission is to provide quality petrochemical products and services in the most efficient and responsible manner to generate outstanding shareholder and customer value” . Marketing academics have also placed customer value on top of their research agendas. Over the past years, the Marketing Science Institute has consistently included customer value in the list of its research priorities . In the area of business marketing, both the Institute for the Study of Business Markets (ISBM) at the Pennsylvania State University, and the Center for Business and Industrial Marketing (CBIM) at Georgia State University—two major US institutions giving special attention to business-to-business marketing—have integrated customer value research in their research programs . The purpose of this article is to introduce the reader to the different articles included in this special issue of Industrial Marketing Management on Customer Value in Business Markets and to provide some directions for future research. I hope that you find the articles as interesting as I have, and that this special issue will serve as an impetus for future inquiry in this field.
نتیجه گیری انگلیسی
Despite the growing body of customer value research in the marketing discipline, more knowledge is needed about the construct and its operationalization, especially in the field of business-to-business marketing. This section aims at developing some guidelines for future inquiry in three domains of customer value research: theory development, measurement techniques, and marketing strategy development and implementation. From a theoretical point of view, the fundamental question of how to conceptualize value still merits further investigation. For example, most researchers define value as a ratio of benefits received versus burdens endured by the customer. This conceptualization of customer value raises a number of additional questions, especially in a business-to-business context. For example, how to combine monetary and non-monetary benefits and sacrifices? How to distinguish value creation through products and services from the surrounding relationship between a supplier and a customer? What is relationship value and how can it be conceptualized and measured in comparison to product value? The relationship between customer value and other core marketing concepts represents a second major challenge in the area of theory development. Most researchers agree that customer value is a fundamental construct in marketing theory. However, “only a few articles have studied perceived value as a focal construct” . From a theoretical point of view, it is still not clear how customer value interacts with related marketing variables. What are its antecedents and consequences? How does value relate to constructs such as quality, trust, commitment, satisfaction, and loyalty? For example, researchers have called for an investigation of the relationship between customer value and satisfaction. “Is measuring the satisfaction customers have with a product or service really different from the value they derive from it? If so, what exactly is the distinction? […] Theoretical and empirical research addressing this question is needed to reduce the apparent operational ambiguities surrounding the two constructs and understand their interrelationship” . Initial findings by Eggert and Ulaga  suggest that value and satisfaction can be conceptualized and measured as two distinct, yet complementary, constructs. However, more research is needed in this area of value theory development. In the domain of value measurement, several directions for further research may be identified. Unlike other marketing constructs, customer value is still an empirically under-researched concept. For example, Parasuraman raises the question of “whether it is possible to construct a reliable and valid overall scale of customer value, or whether separate scales […] need to be developed to measure different facets of the construct” . Hence, the development of psychometrically sound measurement scales that capture the multiple facets of the construct represents a major challenge for customer value research. Further, companies may use multiple sources of customer value information. For example, they conduct value-in-use assessments, survey customer perceptions of value and track past behavior by means of datamining . The integration of these different measurement approaches thus represents a second challenge to market researchers and practitioners alike.