INTERFACE BETWEEN CUSTOMER VALUE DRIVERS AND COMPANY’S VALUE

Abstract

The evolution of business orientations and management concepts led to an emphasized interest in value and value creation. The viewpoints at value, analysed in scholarly literature, are very different. For those reasons, lately there appeared a need to disclose the multidimensity of the notion of value. The multidimensity originates not only from the different viewpoints of stakeholders, but also from different perceptions of researchers from different fields. The paper is focused on the viewpoints of company’s owners and customers. It aims to disclose the interface between the value created for customers and the value of a company. The article highlights the multidimensity of the notion of value by discussing how value is perceived by companies, customers and how customers bring value to companies. A detailed view of the customers’ perception of value is obtained by identifying customer value drivers. The interface is specified by linking customer value drivers to company’s value through such links as marketing decisions, marketing results and financial results.

DOI: http://dx.doi.org/10.5755/j01.em.17.3.2093