[Journal:] jbm - Journal of Business Market Management [Volume:] 6 [Year:] 2013 [Issue:] 1 [Pages:] 22-37
The paper presents a comprehensive and practical approach to studying value from the customer point of view i.e. customer value (CV). It builds on three approaches to CV: the benefit-sacrifice, the means-end and the experiential. The developed integrated approach presents a more complete view on CV and its components than current approaches, offering a more meaningful guidance for marketing management activities.
customer value integrated approach benefit-sacrifice means-end experiential approach