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01.08.2012 | Special Issue: Value to the Customer

Reframing customer value from a dominant logics perspective

verfasst von: Tobias Schlager, Peter Maas

Erschienen in: der markt | Ausgabe 2-3/2012

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Abstract

Customer Value (CV) is one of the most crucial concepts in the field of marketing. Literature states that the identification and creation of CV is decisive for the strategic success of any organization. Moreover, CV was coined a hot research topic in the field of marketing for the years of 2010–2012 by the Marketing Science Institute (2010). However, there is still no clear opinion about the concept per se, as there is currently no accepted CV definition. What is more, since a broad variety of fundamental developments, such as the rise of the service-dominant and customer-dominant logic, touched the CV concept in the past years, there is a need to reflect upon them. Therefore, the article addresses this challenge and analyzes recent developments to provide a common basis for future research. Moreover, the resulting implications for CV creation are provided. Focal questions that arise when considering CV include: What is the nature of CV and how can value be created considering the implications of both logics?

Vorheriger Artikel Using an age-based lens to test the antecedents of value in retail

Nächster Artikel Eggert, Ulrich: Zukunft Handel: Wettbewerb der Ideen und Konzepte, von Discount bis Luxus, Shopping-Center bis Mobile Commerce, Walhalla-Verlag

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Titel: Reframing customer value from a dominant logics perspective
verfasst von: Tobias Schlager
Peter Maas
Publikationsdatum: 01.08.2012
Verlag: Springer Vienna
Erschienen in: der markt / Ausgabe 2-3/2012
Print ISSN: 0025-3863
Elektronische ISSN: 1867-8882
DOI: https://doi.org/10.1007/s12642-011-0068-5

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