Autor(es):
Nicola, Susana 
; Ferreira, Eduarda Pinto ; Ferreira, João José Pinto
Data: 2012
Identificador Persistente: http://hdl.handle.net/10400.22/1248
Origem: Repositório Científico do Instituto Politécnico do Porto
Assunto(s): Value for the customer
Descrição
Value has been defined in different theoretical contexts as need, desire, interest, standard /criteria, beliefs,
attitudes, and preferences. The creation of value is key to any business, and any business activity is about
exchanging some tangible and/or intangible good or service and having its value accepted and rewarded by
customers or clients, either inside the enterprise or collaborative network or outside. “Perhaps surprising
then is that firms often do not know how to define value, or how to measure it” (Anderson and Narus, 1998
cited by [1]). Woodruff echoed that we need “richer customer value theory” for providing an “important
tool for locking onto the critical things that managers need to know”. In addition, he emphasized, “we
need customer value theory that delves deeply into customer’s world of product use in their situations”
[2]. In this sense, we proposed and validated a novel “Conceptual Model for Decomposing the Value for
the Customer”. To this end, we were aware that time has a direct impact on customer perceived value,
and the suppliers’ and customers’ perceptions change from the pre-purchase to the post-purchase phases,
causing some uncertainty and doubts.We wanted to break down value into all its components, as well as every built and used assets (both endogenous and/or exogenous perspectives). This component analysis
was then transposed into a mathematical formulation using the Fuzzy Analytic Hierarchy Process (AHP),
so that the uncertainty and vagueness of value perceptions could be embedded in this model that relates
used and built assets in the tangible and intangible deliverable exchange among the involved parties, with
their actual value perceptions.
