Conceptualizing of value offerings from a customer perspective : understanding the elements of value and their relationship with customer satisfaction
Year: 2016
Type: dissertation
Abstract: The initial idea for this research is based on the gap that I found in my \ncompany performance and specifically in the process of value offering and \nthe relationship with customers. The company has recently faced the \nchallenges of a loss of market share and competitive advantage. The aim of \nthis study is to provide a validated value offering constructs for the company. \nThat is, knowing the customers’ needs, value and preferences better; \nidentifying what kind of value the customers are looking for and improving the \nvalue offerings of the company in order to raise customers´ satisfaction. \nUnderstanding the priority of value offering elements from customers’ \nperspective, the nature of customer satisfaction and the relationship between \nthe elements of value offering and customers´ satisfaction are the main \nobjectives. The relevant literature and research related to value offering \nincluding its elements, value, perceived value and customer satisfaction are \nreviewed comprehensively. The methodology used is a case study. Both \nquantitative and qualitative methods are used for collecting and analysing the \ndata. In qualitative phase, 16 customers were selected for in-depth interviews \nand for quantitative phase 268 customers who all are dentists responded a \nsurvey made up of 24 scales. The result showed that the highest significant \nelement is Price value and also it was revealed in which important parts \nrelated to value offering and customer satisfaction the company is performing \npoorly.
Author: Amirreza Mehraramolan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2980397320