Dimensions Of Customer Perceived Value Research Articles

Reconceptualizing Customer Perceived Value in Hotel Management in Turbulent Times: A Case Study of Isfahan Metropolis Five-Star Hotels during the COVID-19 Pandemic

The COVID-19 pandemic has significantly impacted the tourism and hospitality industry. This study aims to reconceptualize the concept of customer perceived value (CPV) in Isfahan’s five-star hotels during the pandemic using the grounded theory (GT) approach in the context of qualitative research. The objective of this study is to explore the key dimensions of CPV and identify the main strategies that enhance the value perceived by hotel customers. Data were collected with interviews with 30 experts in the hotel and hospitality industry, and MAXQDA software was used to analyze the data. The dominant themes that emerged from the content analysis included health-oriented self-gratification value, financial value, quality value, emotional value, social value, epistemic value, information value, and health security value. Additionally, the subthemes identified were trust, satisfaction, and information access. All these themes could potentially be employed by hotel sectors as solutions to enhance customer satisfaction during the pandemic. From a practical standpoint, this study provides insights to hotel managers or practitioners to implement updated strategies that contribute to knowledge development about customer perceived value in the hotel sector, which can lead to enhanced customer satisfaction and loyalty. The article makes theoretical contributions to the literature on CPV by identifying new dimensions that are relevant to the pandemic. This extension of the literature provides a more comprehensive understanding of CPV in crisis situations and can inform future research on the topic. The article also discusses future research directions.

What drives mobile MOOC's continuous intention? A theory of perceived value perspective

PurposeThe purpose of the study is to identify drivers of mobile massive open online course (MOOC) continuous intention (CI) through the lenses of customer perceived value (CPV) theory. Consumer choice is successfully explained by CPV, but lesser attention is given to linking the theory to the mobile MOOC context whereby the majority of theories have adopted approaches like technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT), etc.Design/methodology/approachA mix-method approach was employed. Study A (qualitative), explores context-specific perceived value (PV) dimensions using nethnographic analysis of 627 learner reviews on Corsera app. Study B (quantitative), collects primary data by administering a questionnaire based on dimensions, and 231 responses were then analysed using structural equation modelling.FindingsThe results revealed that three context-specific PVs (i.e. pedagogy, interface and content) have a positive and significant impact on CI. Pedagogy value is a chief driving force of mobile MOOC CI followed by content value. Ubiquity value demonstrated insignificant impact.Practical implicationsThe findings provide insights for MOOC apps and their developers for formulating better value propositions for ensuring sustainable business which may result in gaining a higher share in the growing mobile learning market.Originality/valueThis study bridges an important gap in mobile MOOC literature by providing a novel approach to investigating what drives mobile MOOC CI through the lenses of CPV theory. It is the first study investigating mobile MOOC CI through the specific CPV dimensions identified by employing a mixed-method approach. The study formulates a conceptual framework that may serve as a foundation for future research on mobile MOOCs for which literature is relatively scant.

It's free! Still, would I learn? Unearthing perceived value of education apps for better entrepreneurial decisions

PurposeThis study aims to explore customer perceived value (CPV) dimensions in the context of free mobile educational applications (EduApps) which are paramount in learning-based digital start-ups and are essential for the implementation of circular economy (CE). The purpose of the present study is to identify dimensions of CPV specifically for EduApps and propose a conceptual model that would assist the digital start-up decisions which in turn can be a catalyst in navigating to a CE.Design/methodology/approachThe study uses the Netnography approach by analyzing online user-generated content. A total of 13,147 reviews posted on the Google play store after using top free education apps were coded using ATLAS.ti 9 software.FindingsMajor dimensions of context-specific CPV are identified as technical value, content value, pedagogical value, gamification value and learning value. Subdimensions and items are extracted for each of these dimensions.Practical implicationsThe larger subscriber base drives sponsorships, advertisements and donations which underpin the business model of free EduApps. This can be obtained through an attractive value proposition. Identifying context-specific value dimensions would aid entrepreneurs in optimal value mix development decisions. The proposed framework can be utilized by both researchers (for scale creation, comparative studies and quantitative studies) and practitioners (for entrepreneurial decisions on better value propositions).Originality/valueCPV successfully describes consumer decision-making, but less attention is paid to linking the theory to the setting of mobile learning apps, where the bulk of research is focused on techniques like TAM, UTAUT, etc. In addition, studies identifying CPV from mobile apps with a specific focus on EduApps are sparse. Extant literature in this context is either based on a foundation of in-store business value dimensions or dominated by technical aspects when focused on the context of mobile apps. The current study bridges this gap.

Antecedents and consequences of consumer hope for digital payment apps services

PurposeThis study aims to examine the impact of customer brand value dimensions on relationship marketing dimensions through consumer hope in the context of digital payment applications (apps) services. The study considers the role of consumer engagement using a moderated mediation, and applies customer perceived value, affect theory of social exchange and relationship marketing theories.Design/methodology/approachThe study is based on data collected from 301 digital payment app users. Structural equation modeling results were analyzed using Smart PLS. The authors performed moderated mediation, with different levels of customer engagement as a moderating variable, using Model 8 of PROCESS. The authors considered customer perceived value dimensions, digital quality value, perceived value, hedonic value and social value as antecedents to consumer hope and explored the role of trust, commitment and continued usage as a consequence of consumer hope.FindingsThree levels of perceived consumer value, digital quality, price value and social value, positively influenced consumer hope, which has positively influenced trust, commitment and continuance usage. Using moderated mediation analysis, consumer hope influenced continuance usage through trust at different levels of engagement, but consumer hope did not influence continuance usage through commitment at different levels of engagement.Originality/valueThe study highlights the role of consumer hope in linking customer value dimensions with relationship marketing dimensions. The study can guide managers to ensure continued usage of digital payment apps, which is a strategic objective. The results are relevant for the digital setting.

Customer-Perceived Value Influence on Luxury Hotel Purchase Intention Among Potential Customers

The purpose of this study is to investigate five dimensions of customer-perceived value that may affect potential customers' intention to stay at luxury hotels. An online survey was conducted in August 2021 to collect data from 252 potential customers of luxury hotels in China. Partial least squares-based structural equation modeling was used to analyze data. The results show that financial value, hedonic value, and green value, respectively, have a positive impact on potential customers' intention to stay at luxury hotels. Neither functional value nor symbolic/expressive value is significantly associated with the potential customer's intention to stay at luxury hotels.

Ethnography Goes Digital: Researching Professionals Using a Qualitative Mobile App

The purpose of this research is to help better understand the effects of a product-harm crisis on crisis and non-crisis brands' customer perceived value and market competitive structure in the auto industry. The research first develops a four-dimensional customer perceived value (CPV) measure, and then uses the measure to collect data before, during and after the 2009-2010 Toyota product-harm crisis. These data are analysed and compared to investigate the impacts of the product crisis. The results show that the crisis can have a negative impact on the crisis brand's CPV, and the impact from experienced customers is different to that from inexperienced customers. Some non-crisis brands with the same country of origin (COO) and similar product attributes to the crisis brand will also be negatively affected by the crisis. Moreover, brands with significantly higher CPV will benefit from the crisis. However, these impacts from the product crisis are short-lived and most of the brand's CPV recovers in the post-crisis period to the pre-crisis level. The crisis also changes the competition rules of the product category by changing the weights of CPV dimensions across the pre-, during- and post-crisis periods. Therefore, all companies need to handle the product crisis carefully, so that they can adjust their strategy accordingly in the dynamic market. These findings have implications for understanding the influences of a product- harm crisis. The managerial implications are also discussed.

Customer value perception: cross-generational preferences for wine

Purpose– A deeper understanding of the key drivers of consumer wine perception is a major challenge in the domain of wine marketing. The purpose of this paper is to examine the various dimensions of customer-perceived value that lead the customers – in general and divided into different age groups – to choose and consume a certain wine.Design/methodology/approach– In the exploratory study context of examining value-related consumer attitudes and behavioural effects, the drivers and outcomes of wine consumption based on a cross-generation sample, PLS path modelling was considered for the empirical tests of our hypotheses.Findings– Though there exist differences between Generation X and Generation Y consumers, the empirical results are supportive of the hypothesized positive relations between financial, functional, individual and social perceptions that influence the desire for and the consumption of wine.Research limitations/implications– For future research, the findings presented in the paper support the importance of enlarging the size of the sample and collecting data in different countries to compare the results on an international level.Practical implications– Successful wine marketing strategies should focus on the customer's subjective expectations and individual value perceptions by addressing the specific value aspects that are highly relevant for consumer loyalty.Originality/value– The study results are valuable for researchers, managers and marketers because they address the question of how to measure and forecast the perceived value with the greatest influence on consumers’ wine choices.

The impact of a product-harm crisis on customer perceived value

The purpose of this research is to help better understand the effects of a productharm crisis on crisis and non-crisis brands’ customer perceived value and market competitive structure in the auto industry. The research first develops a fourdimensional customer perceived value (CPV) measure, and then uses the measure to collect data before, during and after the 2009–2010 Toyota product-harm crisis. These data are analysed and compared to investigate the impacts of the product crisis. The results show that the crisis can have a negative impact on the crisis brand's CPV, and the impact from experienced customers is different to that from inexperienced customers. Some non-crisis brands with the same country of origin (COO) and similar product attributes to the crisis brand will also be negatively affected by the crisis. Moreover, brands with significantly higher CPV will benefit from the crisis. However, these impacts from the product crisis are short-lived and most of the brand's CPV recovers in the post-crisis period to the pre-crisis level. The crisis also changes the competition rules of the product category by changing the weights of CPV dimensions across the pre-, during- and post-crisis periods. Therefore, all companies need to handle the product crisis carefully, so that they can adjust their strategy accordingly in the dynamic market. These findings have implications for understanding the influences of a productharm crisis. The managerial implications are also discussed.