Abstract:

A multitude of customer value approaches have emerged, and to some extent confusing empirical results have been presented. Remarkably little consensus is found in the literature regarding notation and conception in this research field. A greater-in depth understanding of value is still needed. This paper prescribes a study that adds to current knowledge of value by testing a measurement model of value dimensions that focus on value of physical product and value of relationship and by developing a set of scales to measure the hypothesized dimensions. The focus of this research is on customer value in banking context. The analysis data from field experts and using confirmatory factor analysis techniques, gives support to the models and scales.