customer value change in marketing relationship

8/8/2019 Customer Value Change in Marketing Relationship

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C u sto m e r V a lu e C h a n g ein Indus tr ia l Market ingR e l a t i o n s h i p sA C a l l for N e w S t r a t e g i e s a n d R e s e a r c h

D a n i e l J. F l i n tR o b e r t B . W o o d r u f fS a r a h F i s h e r G a r d i a l

Relat ionship marke t ing i s c r i t i ca l to both r esearcher s andprac t it ioner s ' because i t addres ses i s sues a im ed a t r e ta in ingcus tomers . S t ra tegic cus tomer re tent ion i s prob lemat ic a nd re -qui res in format ion f ro m cus tomers concerning: (1) wha t theyvalue (need) now , (2) the i r sa t is fac t ion w i th suppl i er s ' abi l i ti e sto de l i ver that va lue , and (3) ho w the i r percept ion s o f va lue arechanging. Current l y there i s li t tl e theore t i ca l under s tand ing o fand thus l e ss than per fec t normat ive a dv ice for deal ing w i th ,the th i rd i ssue. Thi s ar t ic l e addres ses th i s gap by present ing an

Add re s s c o r r e s ponde n c e to Da n ie l J . F l in t , 310 S toke ly Ma n a ge m e nt Ce n te r ,De pa r tm e n t o f M a rke t ing , L og is t i c s , a nd T ra ns por ta tion , Un ive r s i ty o f T e nne s -s e e , Knoxv i l l e , T N 37996 .

ar gum e n t f o r de v e l op ing a c us t om e r v a l ue c hange t he or y andpropos ing a mo de l that incorporates those event s l i ke ly to t rig-ger cha nges in three form s o f va lue: va lues, des i r ed value , a ndv a l ue j udge m e n t s . T he c onc e p t s p r e s e n t e d bu i l d on c ur r e n tbus ines s e f for ts to predic t w hat cus tomers w i l l wa nt in the fu-ture, as we l l as on cu s tomer sa t i s fac tion a nd value r esearch . Elsevier Science Inc., 1997

I N T R O D U C T I O NR e t a i n i n g i m p o r t a n t c u s t o m e r s i s c r u c i a l t o b u s i n e s s

s u c c e s s . T h o s e s u p p l i e r s w h o d e v e l o p s t r o n g r e l a t i o n -s h i p s w i t h th e i r c u s t o m e r s o v e r t h e lo n g - t e r m , w h e r e c u s -

Industrial MarketingManagement26,163-175 (1997) E l s e v i e r S c i e n c e In c . , 1 9 976 5 5 A v e nu e o f t h e A m e f i c a s , N e w Y o r k , N Y 1 0 0 1 0

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T r ig g er e v e n t s in i t i a te c h a n g e .o n c u r r e n t b u s i n e s s p r a c t ic e , a s w e l l a s c u s t o m e r v a l u ean d sa t i s f ac t io n r e sea r ch .W E A K N E S S O F C U R R E N T P R A C T IC E

Su p p l i e r s h av e sev e r a l o p t io n s to d ea l w i th ch an g in gc u s t o m e r n e e d s . O n e i n v o l v e s a t t e m p t i n g t o p r e d i c t w h a tc u s t o m e r s w i l l w a n t b y a n a l y z i n g m a c r o e n v i r o n m e n t a lt r en d s [ 2 8 , 3 3 ] . An o th e r i s t o c r ea t e p o ten t i a l f u tu r e sce -n a r i o s b a s e d o n e x e c u t i v e i n t e r p r e t a t i o n o f b o t h m a c -r o e n v i r o n m e n t a l a n d m a r k e t - b a s e d ( e . g . , c u s t o m e r u s es i t u a t i o n , c o m p e t i t i v e i n n o v a t i o n , e m e r g i n g m a r k e t s )f o r c e s e x p e c t e d t o c h a n g e c u s t o m e r s ' n e e d s [ 52 ]. T h i r d ,b u s i n e s s h a s a l s o b e e n e n c o u r a g e d t o c r e a t e o p e r a t io n ss y s t e m s t h a t c a n r e s p o n d t o c h a n g e f a s t e r t h a n t h e c o m -p e t i t i o n . Se r v ice r e sp o n se lo g i s t i c s [ 2 5 ] an d co m p o n en t so f m ass cu s to m iza t io n [ 3 2] r e f l ec t t h i s ap p r o ach . F in a l ly ,s u p p l i e r s h a v e b e e n e n c o u r a g e d t o d r i v e c h a n g e t h e m -selves [ 16].

A l l f o u r o f t h e s e r e sp o n s e s t o c h a n g i n g c u s t o m e rn e e d s s u f f e r f r o m a m a j o r w e a k n e s s . T h e y a l l l a c k a c o n -c e p t u a l a n d t h e o r e t i c a l u n d e r s t a n d i n g o f e x a c t l y h o wc u s t o m e r v a l u e c h a n g e t a k e s p l a c e . A t b e s t, t h e y p r e s e n ts e ts o f f o r c e s t h a t a r e t h o u g h t t o i m p a c t w h a t c u s t o m e r sv a l u e . B u t h o w d o t h e s e f o r c e s m a n i f e s t t h e m s e l v e s ?H o w d o c h a n g e s o c c u r i n d e p e n d e n t l y a n d t o g e t h e r t o a l-t e r c u s t o m e r s ' p e r c e p t io n s o f v a l u e ? W i t h o u t a t h e o r e t i-c a l u n d e r s t a n d i n g o f h o w t h e f o r c e s o p e ra t e , h o w i s asu p p l i e r su p p o sed to se e c h a n g e t o r e s p o n d t o i t? H o w i san ex ecu t iv e ex p ec ted to d e t e r m in e th e m o s t l i k e ly ch an g escen a r io s? Ho w i s a co m p an y su p p o sed to in f lu en ce th o sech an g in g en v i r o n m en ta l f o r ces an d d r iv e v a lu e ch an g es?

A n s w e r s t o t h e s e q u e s t i o n s r e q u i r e c o n c e p t u a l i z i n gv a l u e c h a n g i n g p r o c e s s e s . T o w a r d t h i s e n d , t h e n e x t s e c -t i o n p r e sen t s a b as i c m o d e l , wh ich in co r p o r a t e s a sp ec t so f c u s t o m e r s a t i s fa c t i on a n d v a l u e t h e o r y , t o g u i d e t h e r e -m a i n d e r o f t h e a r t ic l e.V A L U E C H A N G E O V E R V I E W

F i g u r e 1 i s a g e n e r a l c o n c e p t u a l m o d e l d e s c r i b in g h o wv ar io u s t r i g g e r ev en t s a r e l i k e ly to d r iv e ch an g es in p e r -

c e p t i o ns o f v a l u e . T h e s e p e r c e p t io n s o f v a l u e d i r e c t l y i m -p ac t cu s to m er s ' s a t i s f ac t io n wi th su p p l i e r s , wh ich , i ntu rn , in f luences custo me r re ten t ion . The m odel represen ts aco m b in a t io n o f i d eas p r e sen ted in cu s to m er sa t i s f ac t io nan d v a lu e l i t e r atu r e. W e b eg in w i th a d i scu ss io n o f t r i g g e rev en t s , f o l lo wed b y a d i scu ss io n o f t h e th r ee r e l ev an tf o r m s o f v a lu e th a t ch an g e , an d th en cu s to m er sa t is f ac tio n .T R I G G E R E V E N T S A N D V A L U E C H A N G E

R ece n t ly , au th o r s [ 1 4 , 5 1 , 5 2 ] h av e sp ec i f i ca l ly ca l l edf o r r e sea r ch o n c r i t i c a l i n c id en t s o r t r i g g e r ev en t s t h a t im -p ac t sa t i s f ac t io n an d m o r e b r o ad ly , t h e en t i r e p o s tp u r -ch ase ev a lu a t io n p r o cess . O th e r s [ 3 1 ] h av e in d ica t ed th a tce r t a in ev en t s w i l l t r i g g e r s t r en g th en in g o r d i s so lu t io n o fsu p p l i e r - cu s to m er r e l a t io n sh ip s . Th i s a r t i c l e p r o p o sesth a t t r i g g e r ev en t s p l ay a r o l e t h r o u g h o u t t h e su p p l i e r -c u s t o m e r r e l a t i o n s h i p b y a f f e c t i n g t h r e e f o r m s o f v a l u e( i .e . , v a lu es , d e s i r ed v a lu e , , v a lu e ju d g m en t s ) . W e p r o -p o se th a t d i f f e r en t t y p es o f ev en t s w i l l t ri g g e r d i f f e r en tv a lu e ch an g e ex p e r i en ces an d th u s wi l l r e su l t i n d i f f e r en tex p ec ta t io n s o f su p p l i e rs . F i r s t , we d e f in e a t r i g g e r ev en t .The def in i t ion of a t r igger even t p roposed here i s adap tedf rom that p roposed by Gard ia l , Fl in t , and W ood ruf f [14] . I th a s b een ch an g ed to f o cu s o n ch an g es in v a lu es , d e s i r edv a l u e , a n d v a l u e j u d g m e n t s a n d b r o a d e n e d t o i n c o r p o r a tem o r e th an o u t - o f - th e - o r d in a r y ev en t s . Sp e c i f i ca l ly , a t r i g-g e r e v e n t i s a s t i m u l u s i n t h e cu s t o m er ' s en v i r o n m en t t h a ti s p er c e i ved b y t h e cu s t o m e r t o b e r e l eva n t t o h i s~h erg o a ls , w h i c h r e s u l ts i n s o m e f o r m o f c h a n g e i n v a lu e s(p er s o n a l a n d ~o r o r g a n i z a t i o n a l ) , d e s i r ed va l u e , a n d ~o rv a l u e j u d g m e n t s .

T r i g g e r e v e n t s i n i t i a t e c h a n g e . H o w e v e r , a " t r i g g e r "can b e b o th a s in g u la r ev en t o r t h e cu lm in a t io n o f a se r ie so f ev en t s . T r ig g e r ev en t s can in i t i a t e awar en ess o f i s su est h a t p r e v io u s l y h a v e g o n e u n r e c o g n i z e d . T h e y c a n b e i n -c id en t s t h a t a r e t h e p r o v e r b ia l " l a s t s t r aw" o f a se r i e s o fp r o b lem s . I n a l l c a se s , t h e se ev en t s m u s t t r i g g e r so m e-t h i n g ( e . g . , a w a r e n e s s , a c h a n g e i n v i e w o f t h e m a r k e t ,r eco g n i t io n o f an o p p o r tu n i ty , h e ig h ten ed sen s i t i v i ty t op r o b l e m s w i t h a s u p p l ie r , r e a s s e s s m e n t o f t he v a l u e o f asu p p l i e r) . C e r t a in e v en t s t h a t o c cu r o u t s id e o f t h e p e r f o r -

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V a l u e c o n s i s t s o f v a l u e s , d e s i r e d v a l u e , a n dv a l u e j u d g m e n t s .

i t y ) , s e r v i c e a t t r ibu t e s ( e .g ., s e r v i c e qu a l i t y , s e r v i c e a va i l -a b i l i t y , m a n a g e m e n t p r o c e d u r e s ) , o r i n t e r p e r s o n a l a t -t r i bu t e s ( e .g . , pe r sonne l t u r nove r , qua l i t y , t r a in ing ,a v a i l a b i l i t y ) . S o m e t i m e s t h e s e a t t r i b u t e s c h a n g e i n t e n -t io n a ll y , s o m e t i m e s n o t. T h e y m a y b e c h a n g e d w i th t h ei n t e n ti o n o f a s si s ti n g c u s t o m e r s ( e . g ., c h a n g e i n v o i c i n gp r o c e d u r e s ) y e t i n f a c t c r e a t e m o r e h a s s l e s f o r t h e c u s -t o m e r ( e . g . , r e q u i r e c u s t o m e r t o c h a n g e t h e i r p r o c e d u r e sf o r one su pp l i e r ).

C u s t o m e r - l o c a t e d e v e n t s a r e t h o s e c h a n g e s t h a t o c c u rw i t h i n t h e c u s t o m e r ' s o r g a n i z a t i o n . T h e y c a n b e a t t h es t r a t e g i c , ope r a t i ona l , o r t a c t i c a l l e ve l s . S t r a t e g i c l e ve le v e n t s m i g h t i n c l u d e c h a n g e s i n o w n e r s h i p , c h a n g e s i nt h e f o c u s o f t o p m a n a g e m e n t , o r r e e n g i n e e r in g o f t h e o r -ga n i z a ti on . O pe r a t i ona l l e ve l e ve n t s migh t i nc lude c ha nge sin ma n a ge m e nt te a ms , ope n ing o f ne w f a ci li ti e s, c l os ing o fo l d f a c i l i t i e s , c h a n g e s i n o p e r a t i n g p r o c e d u r e s , c h a n g e sin f i na nc i a l s i t ua ti ons , o r c ha n ge s i n t ype s o f ope r a t i n gs i t u a t i o n s . T a c t i c a l l e v e l e v e n t s a r e m o r e i m m e d i a t e .T he y migh t i nc lude c ha nge s i n a s a l e s r e p r e se n t a t i ve ' spo in t o f c on t a c t , c ha nge s i n t he s t a tus o f e qu ipm e nt , o r

T A B L E 1P o t e n t i a l C l a s s i fi c a t io n s o f T r i g g e r E v e n t sGardial , F l int , Wo odruff Perr ien, Paradis,and Wo odruff [14] and Gardial [52] and Bant ing [31]

Seller caused Macroenvironment SellerProduct Competitor innovation Internal managementServices Customer use situation proceduresContact people New markets Account management

Customer caused PricingStrategic Product offeringOperational MiscellaneousTactical Competitor

Environment caused PricingWeather MarketingOther Customer

Customer behaviorFinancial needsOwnership change

c ha nge s i n a c u r r e n t s i t ua t i on . T he se e ve n t s c a n e a s i l y gounno t i c e d by supp l i e rs w h o a r e no t sync hr on iz e d w i th t he i rc us tome r s ' i n t e r na l ope r a t i ons , p r oc e dur e s , a nd pe r sonne la nd ho w the i r c us tom e r s ' o r ga n i z a t i ons a r e c ha ng ing .

E n v i r o n m e n t a l - lo c a t e d e v en t s o c c u r o u t s id e o f t h e c u s -t o m e r ' s a n d s u p p l i e r' s o r g a n i z at i o n s. T h e y r e p r e s e n t m a c -r oe nv i r onme nta l c ha nge s ( e .g . , r e gu l a to r y i s sue s , t e c hno-log i c a l innova t ions , na tu r a l e ve n t s ), ma r k e t - ba se d c ha n ge ssuc h a s a c t i ons by c us tome r s ' c ompe t i t o r s ( e .g . , p r oduc tinnova t ions , s e r v i c e i nnova t ions , p r i c ing , ma r ke t ing) , a nda c t ions r e la t e d t o c us tom e r s ' r e l a ti onsh ips w i th t he i r c ha n-ne l me mbe r s ( e .g . , ne w supp l i e r s , ne w c us tome r s , ne w a l -l i a nc e s , c ha nge s i n c us tome r s ' ne e ds , ne w ma r ke t s ) . A l -t hough bo th supp l i e r s a nd c us tome r s a r e de a l i ng w i ths i m i la r e n v i r o n m e n t a l d y n a m i c s , t h e p e r c e p t i o n s o f t h o s edyn a m ic s a r e d i f f e r e n t f o r c us tom e r s t ha n f o r supp l i er s .

A l t h o u g h n o t th e s u b j e c t o f m u c h r e s e a r c h y e t , t r i g g e re v e n t s c a n b e c o n c e p t u a l i z e d a s p o s s e s s i n g c e r t a i n c h a r -a c t e r i s t ic s suc h a s p r e d i c t a b i l i t y a nd s t r e ng th .Pred ic tab i l i t y

S o m e e v e n t s w i l l b e p r e d i c t a b l e ; s o m e w i l l n o t . F o re x a m p l e , s u p p l i e r s c a n e a s i l y p r e d i c t w h e n t h e y a r e g o -i n g t o i n t r o d u c e a n e w p r o d u c t b e c a u s e t h e y h a v e t h en e c e s s a r y i n f o r m a t i o n a n d a r e c o n t r o l l i n g t h e e v e n t .H o w e v e r , t h e s u p p l i e r c a n n o t r e l i a b l y p r e d i c t w h e n ah u r r i c a n e w i l l h i t a c u s t o m e r ' s p l a n t a n d s h u t d o w n p r o -d u c t i o n o p e r a t i o n s . H o w e v e r , g i v e n s u c h a n e v e n t , t h es u p p l i e r c a n p r e d i c t w h a t k i n d o f r e s p o n s e s w o u l d b em o s t v a l u a b l e t o th a t c u s t o m e r .Br i e f ly , t he c lose r a supp l i e r i s t o t he i n f o r ma t ion a ndp e o p l e c o n c e r n e d w i t h a n e v e n t , t h e h i g h e r t h e li k e l i h o o do f p r e d i c t i n g t h e e v e n t ' s o c c u r r e n c e . F o r t h is r e a s o n , s u p -p l i e r - l o c a t e d e v e n t s o u g h t t o b e t h e m o s t p r e d i c t a b l e .S u p p l i e r s ' a c t i o n s , g i v e n i m p e n d i n g e v e n t s , o u g h t t o b ep r o a c t i v e a n d a g g r e s s i v e . C u s t o m e r - l o c a t e d e v e n t s a r el i ke ly t o be t he ne x t e a s i e s t t o p r e d i c t . H ow e ve r , t h i s r e -q u i r e s c l o s e i n t er a c t io n w i t h m a n y p e o p l e w i t h i n t h e c u s -t o m e r o r g a n i z a t i o n t o s e n s e c h a n g e w h e n i t i n i t i a l l y b e -

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g i n s. T h e m o s t d i f f i c u lt e v e n t s to p r e d i c t o u g h t t o b et h o s e e v e n t s r e f e rr e d to i n F i g u r e 1 a s " e n v i r o n m e n t a l l yl o c a t e d c h a n g e s , " w h i c h i n c l u d e c u s t o m e r s ' m a c r o e n v i -r onme nta l e ve n t s , c us tome r s ' c ompe t i t o r e ve n t s , a nd c us -t o m e r s ' c h a n n e l m e m b e r e v e n ts . I d e n t i fy i n g a n d r e sp o n d -ing t o t he se e ve n t s r e qu i r e s a c lose ne ss t o i n f o r m a t ion a ndpe op le ma k ing de c i s ions t ha t migh t impa c t a supp l i e r ' sc us tome r s ( e .g . , c us tome r s ' c us tome r s , c us tome r s ' c om-pe t it o r s, r e gu l a to r y de c i s ion- m a ke r s ) .

T h e g o a l i s t o s y s t e m a t i c a l l y c a p t u r e i n f o r m a t i o n i ne a c h o f t h e e v e n t l o c a t i o n s ( i. e. , s u p p l ie r ' s o w n c o m p a n y ,c u s t o m e r , c u s t o m e r ' s e n v i r o n m e n t ) t o f a c i l i t a t e p a t t e r nr e c o g n i t io n . P l a n s s h o u l d b e d e v e l o p e d t o g u i d e s p e c i fi ca c t io n s t o b e t a k e n g i v e n t h e e m e r g e n c e o f a p a t t e rn o rt h e o c c u r r e n c e o f a n e v e n t . T h e s e w o u l d i n c l u d e e m e r -g e n c y a c t i o n p l a n s , s t a n d a r d o p e r a t i n g p r o c e d u r e p l a n s ,a n d c o n t i n g e n c y p l a n s.

P r e d i c t i ng t hose e ve n t s t ha t a r e p r e d i c t a b l e , a nd be ingpr e pa r e d t o r e spond to t hose e ve n t s t ha t a r e no t , e l imi -n a t e s m u c h o f th e s u r p r i se t h a t d i s ru p t s m a n u f a c t u r e r s 'o p e r a t i o n s . A l t h o u g h m a n y e v e n t s a c t u a l l y h e l p o r g a n i -z a t io n s b y a s s i s t in g t h e m i n t h e ir g o a l a c h i e v e m e n t , m o s tm a n u f a c t u r e r s w o u l d r a th e r s e e th e e v e n t c o m i n g t h a n b esur p r i s e d by i t.S t r eng th

St r e ng th s im ply r e f e r s to t he a b i l it y o f t he e v e n t t o a l t e rc u r r e n t c u s t o m e r o p e r a t i o n s o r i d e a s . A t r i g g e r e v e n t ' sa b i l i ty t o a l te r va r ious f o r ms o f c us tom e r va lue w i l l de -pe nd o n t he op t ions t he c us to m e r ha s a t h i s / he r d i sposa l a sw e l l a s t he s t r e ng th o f t he va lue f o r m in que s t i on . Fo r e x -a mple , a qua l i t y e xc ur s ion on t he pa r t o f a supp l i e r mig h tn o t c h a n g e a c u s t o m e r ' s v a l u e j u d g m e n t o f t h e p r o d u c t i f

t he c us to m e r ha s o the r op t ions ( e .g ., a dd i t i ona l ba c k- upm a t e r ia l , m a c h i n e r y t h a t c a n t o l e ra t e m i n o r f l u c t u a ti o n s )a n d / o r t h e c u s t o m e r h a s a l o n g a n d p o s i t iv e r e l a t io n s h i pw i t h t h e s u p p l ie r . T h e c u s t o m e r m a y a s s e s s t h a t th e s a c r i-f i c e s ( e .g . , l oa d ing o the r ma te r i a l ) a r e no t t ha t g r e a t g ive nthe ove r a l l be ne f i t s t he supp l i e r ' s ma te r i a l de l i ve r s . I ns h o r t, e v e n t s w i ll i m p a c t c u s t o m e r s d i f f e r e n t l y d e p e n d i n gon h ow r e l e va n t t he y a r e to spe c i f i c goa ls a nd t he s t r e ng thof c u r r e n t c us tome r va lue s , p r oc e dur e s , i de a s , a nd j udg-m e n t s . F u r t h e r m o r e , e v e n t s t h a t m i g h t a p p e a r m i n o r t os u p p l ie r s m i g h t i n f a c t b e e x t r e m e l y d i s ru p t i v e t o c u s -t o m e r s . F o r e x a m p l e , a f l o o d i n S t. L o u i s m i g h t n o t e v e nc a t c h t he a t t e n t i on o f a supp l i e r in Bos ton . I t doe s n o t i n i -t i a l l y a p p e a r t o h a v e t h e p o w e r t o h i n d e r t h e s u p p l i e r ' sg o a l a c h i e v e m e n t . H o w e v e r , t h e f l o o d c o u l d b e c a t a -s t ro p h i c t o a c u s t o m e r in S t . L o u i s , d e m a n d i n g r e r o u t i n go f m a t e r i a l , i n v e n t o r y b a c k l o g s , e q u i p m e n t s h u t d o w n s ,a nd l os s o f c us tom e r s . T hus , i n t he fi na l a na lys i s , t hef l o o d d o e s i n f a c t h a v e t h e p o w e r t o i m p a c t t h e B o s t o n i a nsupp l i e r ' s goa l s , t h r ough S t . L ou i s c us tome r s .

G i v e n t h is d i s c u s s i o n o f t r i g g e r ev e n t s , t h e f o l l o w i n gs e c t io n s a d d r e s s t h e r e l e v a n t f o r m s o f v a l u e t h a t t r i g g e re ve n t s a r e l i ke ly t o c ha nge .

V A L U ER e l e v a n t p e r s p e c t i v e s o f v a l u e c a n b e c l a s s i f i e d a s

d e a l i n g w i t h v a l u e s , d e s i r e d v a l u e , a n d v a l u e j u d g m e n t s .A l th ou gh the d i s t i nc t i on a ppe a r s s e m a nt i c , i t i s c r uc i a l t ot h e u n d e r s t a n d i n g o f k e y i s s u e s r e l at e d t o c u s t o m e r re t e n -t i o n . T h e f o l l o w i n g s e c t i o n s a d d r e s s e a c h o f t h e t h r e ev i e w s o f va lue t ha t w i l l ma ke t he i r d i s t i nc t i ons , a s w e l l

TABLE 2T h r e e F o r m s o f V a l u e

Values Desired Value Value JudgmentDe f in i t i o n

L e v e l o f a b s t r a c t i o n

L o c u s o r s o u r c e o f v a l u e

R e la t i o n sh ip t o u seP e r m a n e n c e

I m p l i c i t b e l i e f s t h a t g u id e b e h a v io r

Ab s t r a c t , c e n t r a l l y h e ld , d e s i r e de n d - s t a t e s , h ig h e r o r d e r g o a l s

Sp e c ! f i c to c u s to m e r ( p e r so n o ro r g a n i z a t i o n )

I n d e p e n d e n t o f u se s i t u a t i o n sE n d u r i n g

W h a t c u s t o m e r wants t o h a v e h a p p e n( b e n e f i t s so u g h t )

L e ss a b s t r a c t , l e s s c e n t r a l l y h e ld , l o we ro r d e r g o a l s , b e n e f i t s s o u g h t t o f a c i l it a t eh i g h e r o r de r g o a l a c h i e v e m e n t

C o n c e p tu a l i z e d i n t e r a c t i o n o f c u s to m e r ,p r o d u c t / se r v i c e a n d a n t i c ip a t e d u ses i t u a t i o n s

I n d e p e n d e n t o f u s e s p e c i f i c e x p e r i e n c eM o d e r a t e l y e n d u r i n g

A s s e s s m e n t o f w h a t has h a p p e n e d( b e n e f i t s a n d sa c r i f i c e s )

Ov e r a l l v i e w o f tr a d e - o f f s b e twe e nb e n e f i t s a n d sa c r i f i c e s a c tu a l ly r e c e iv e d

I n t e r a c t i o n o f c u s to m e r , p r o d u c t / se r v i c e ,a n d a sp e c i f i c u se s i t u a t i o n

De p e n d e n t o n sp e c i f i c u se e x p e r i e n c eT r a n s i e n t o v e r o c c a s i o n s

168


7/13

V a l u e i s c r e a t e d b y d e l i v e r i n g b e n e f i t s t h a th e l p c u s t o m e r s a c h i e v e th e ir g o a l s .

a s t h e i r i m p o r t a n c e , c l e a r . T a b l e 2 p r e s e n t s a f r a m e w o r kf o r v i e w i n g t h e s e v a l u e f o r m s .

T h e s e t h r e e f o r m s o f v a l u e a re r e p r e s e n t e d i n F i g u r e 2 ,w h i c h r e p r e s e n t s a n e x t e n s io n o f F i g u r e 1 . I n t h is m o r e c o m -p r e h e n s i v e m o d e l , t r i g g e r e v e n ts a r e h y p o t h e s i z e d t o d r i v ec h a n g e s i n v a l u e s , d e s i re d v a l u e , a n d v a l u e j u d g m e n t s . A d -d i t io n a l l y , t h e m o d e l d e p i c t s c h a n g e p r o c e s s e s . T h i s m o d e lc a n b e c o n t r a s t e d w i t h a t r a d i t i o n a l p r o c e s s m o d e l w h e r er e s e a r c h e rs w o u l d s e e k v a r i a t io n w i t h i n e a c h c o n s t r u c t ( e .g . ,d e s i r e d v a l u e , d i s c o n f m n a t i o n , s a t i sf a c t io n ) a c r o s s r e s p o n -d e n t s . T h e m o d e l i n F i g u r e 2 r e p r e s e n t s c h a n g e s w i t h i ne a c h c o n s t r u c t s p e c i f i c to a p a r t i c u l a r c u s t o m e r . T h e v a ri -a t i o n t h a t is s o u g h t is v a r i a t i o n w i t h i n e a c h c o n s t r u c t , w i t h i n

(those that arechanges in u s esituation)

Change inValueJudgment(benefit/sacrificetradeof0

Customer Loca tedTrigger Eventschanges in p eopleor people's, o u t l o o k )

EnvironmentallyLocated TriggerEvents

Change in IDesired IValue(as a standard)

Change inValues &DesiredEnd-States

F I G URE 2 .

f Discon- tfirmation

I Chan ge n SatisfactionRe s pon s e

CustomerRetentionT r i g g e re d v a l u e c h a n g e m o d e l .

a s p e c i f i c c u s t o m e r , a c r o s s t i m e . R e s e a r c h d e s i g n s t e s t -i n g s u c h a m o d e l w o u l d n e e d t o: ( 1 ) c a p t u r e r e sp o n d e n t s 'r e f l e c t i o n s o n v a l u e a t v a r i o u s p o i n t s i n t i m e , o r ( 2 ) b e l o n g i -t u d i n a l , c a p t u r i n g v a l u e p e r c e p t i o n s o v e r t i m e f r o m t h es a m e s e t o f r e s p o n d e n t s . W i t h t h i s i n m i n d , t h e s p e c i f i cf o r m s o f v a l u e a n d h o w t h e y m i g h t c h a n g e a r e a d d r e ss e d .

V a l u e sB r i e f l y , v a l u e s a r e c e n t r a l , e n d u r i n g b e l i e f s t h a t g u i d eb e h a v i o r i n d e p e n d e n t o f p r o d u c t u s e s i tu a t io n s . T h e y r e -f l e c t p e o p l e ' s d e s i r e d " u l t i m a t e e n d - s t a t e s o f e x i s t e n c e "[ 4 9 ]. R e s e a r c h i n t o p e o p l e ' s v a l u e s [ 2 6 , 38 ] h a s l e d to t h ei d e n t i f i c a t i o n o f c o n s u m e r v a l u e s r e l e v a n t t o m a r k e t e r ss u c h a s t h e l is t o f v a l u e s ( L O V ) [ 1 9 , 4 8 ] a n d t h e v a l u e sa n d l i f e s ty l e s p r o fi l e ( V A L S ) [ 2 7] . I t e m s w i t h i n t h e L O Va r e s e l f - r e s p e c t , s e c u r i t y , w a r m r e l a t i o n s h i p s w i t h o t h e r s ,s e n s e o f a c c o m p l i s h m e n t , s e l f - f u lf i ll m e n t , s e n s e o f b e -l o n g i n g , b e i n g w e l l r e s p e c t e d , f u n a n d e n j o y m e n t o f li fe ,a n d e x c i t e m e n t [ 2 0 ] . T h e s e v a l u e s r e l a t e t o l i f e ' s m a j o rr o l e s su c h a s w o r k , p a r e n t i n g , c o n s u m p t i o n , a n d m a r -r i a g e . V A L S c l a s s i f i e s p e o p l e i n t o l i f e s t y l e g r o u p s s u c ha s s u r v i v o r s , s u s t a i n e r s , b e l o n g e r s , e m u l a t o r s , a c h i e v e r s ,I - a m - m e , e x p e r i e n t i a l s , s o c i e t a l l y c o n s c i o u s , a n d i n t e -g r a t e d . G i v e n t h a t t h i s n o t i o n o f v a l u e s a c c u r a t e l y r e f l e c t sa b s t r a c t c o n c e p t s c u s t o m e r s p o s s e s s t h a t g u i d e t h e i r b e -h a v i o r , t h e v a l u e s w o u l d b e e x p e c t e d t o o p e r a t e i n a ll a s-p e c t s o f d a i l y l i f e , i n c l u d i n g e v a l u a t i o n s o f s u p p l i e r s .

B a d o v i c k a n d B e a t t y [ 2 ] a n d B u r n s a n d W o o d r u f f [ 3 ]p r o p o s e t h a t t h e s e p e r s o n a l v a l u e s c o m b i n e w i t h o r g a n i -z a t i o n a l v a l u e s, t h o s e v a l u e s s h a r e d w i t h in t h e o r g a n i z a -t i o n ( e . g . , c u s t o m e r s e r v i c e , e x c e l l e n c e , s e r v i c e q u a l i t y ,e n t r e p r e n e u r s h i p ) t o f o r m a n e v o k e d s e t o f r o le v a l u e s( e .g . , re s p o n s i b il i ty , h o n e s t y , c o m p e t e n c e , t e a m w o r k , i n -n o v a t i o n ) . T h i s e v o k e d s e t o f v a l u e s g u i d e s p e o p l e ' s b e -h a v i o r s a n d i m p a c t s s t r a t e g y i m p l e m e n t a t i o n [ 2 ] , o fw h i c h r e l a t i o n s h i p s w i t h s u p p l i e r s a r e a p a r t. T h e s e v a l -u e s , p a r t ia l l y f o r m e d b y c u l t u r e , s o c i e t y , a n d p e r s o n a l i t y ,d r i v e c u s t o m e r s ' e v a l u a t i o n s o f t h e c o n s e q u e n c e s o f th e i rb e h a v i o r s [ 1 5 , 3 7 , 4 0 ] , s u c h a s t h e i r c h o i c e o f s u p p l i e r s .

1 6 9


8/13

W e s t i l l d o n o t u n d e r s t a n d t h e e v e n t s t h a tt r i g g e r e v a l u a t i o n s .

T h e s e c o n s e q u e n c e s s e r v e a s c r i t e r i a f o r s e e k i n g c e r t a i nb en e f i t s f r o m s u p p l i e r s ' p ro d u c t s an d s e rv i ce s .

V a l u es , w h e t h e r p e r s o n a l , r o l e , o r o rg an i za t i o n a l , a r ev e r y c l o s e l y r e la t e d t o t h e g o a l s c u s t o m e r s h a v e . D e s i r e den d - s t a t e s f o r i n d i v i d u a l s ( e .g . , h o n es t y , s en s e o f acco m -p l i s h men t ) o r o rg an i za t i o n s ( e . g . , ma k e a p ro f it , p ro v i d ee m p l o y m e n t , c o n t i n u o u s i n n o v a t i o n ) c a n b e v i e w e d a sh i g h e r o rd e r g o a l s . Fo r p u rp o s es o f t h is a r t i c le , v a l u es a r ed e f i n e d a s t h e cen t r a l l y h e l d , en d u r i n g co r e b e l i e f s , d e -s i r e d e n d - st a te s , o r h i g h e r o r d e r g o a l s o f t h e i n d i v i d u a lc u s t o m e r o r c u s t o m e r o r g a n i z a ti o n t h a t g u i d e b e h a v i o r .

A c u s t o m e r f i r m ' s v a l u e s , as w e l l a s t h e v a l u e s o f t h ei n d i v i d u a l s h o l d i n g ce r t a i n p o s i t i o n s w i t h i n t h e cu s t o merf i rm, a r e n o t l ik e l y t o ch an g e v e ry o f t en . W h en t h ey d o , i ti s mo s t l i k e l y d u e t o ch an g es i n th e ac t u a l p eo p l e ru n n i n gt h e o r g a n iz a t i on w h o b r i n g a n e w s e t o f v a l u e s o r d u e t ov i s i o n -a l t e r in g ev en t s i n o n e o f th e i n d i v i d u a l ' s l i f e ( e .g . ,a d i v i s i o n p r e s i d en t a t t en d s an i n s p i r i n g s emi n a r i n i t i a t -i n g a s h i f t f r o m l o w co s t p ro d u ce r t o mark e t i n n o v a t o r ) .I n ad d i t i o n t o t h e h i g h e r o rd e r , mo re ab s t r ac t v a l u esan d g o a l s ( e . g . , e a rn p ro f i t s , b e an en v i ro n me n t a l c i t iz en ,d i s p l a y a n h o n e s t p u b l i c i m a g e ) , c u s t o m e r s a n d o r g a n iz a -t i o n s p o s s e s s g o a l s a t l o w er , l e s s ab s t r ac t l ev e l s . T h es el o w e r o r d e r g o a l s r e f l e c t t h e c u s t o m e r ' s o b j e c t i v e s t h a tmu s t b e me t t o ach i ev e t h e h i g h e r o rd e r g o a l s an d co n s t i -t u t e t h e d i men s i o n s o f d e s i r ed v a l u e .

D e s i re d C u s t o m e r V a l u eFo r p u rp o s es o f t h is a r t ic l e , d e s i r ed cu s t o m er v a l u e i sd e f i n e d i n th e w a y W o o d r u f f a n d G a r d ia l [ 52 ] d e f i n e

c u s t o m e r v a l u e : t h e c u s t o m e r s ' p e r c e p t i o n o f w h a t t h e ywa n t t o h a ve h a p p en ( i. e. , t h e co n s e q u en ces ) i n a s p ec i f ick i n d o f u s e s i tu a t i o n , w i t h th e h e l p o f a p r o d u c t o r s e r v i ceo f f e ri n g , i n o r d e r to a cco m p l i s h a d es i r ed p u r p o s e o rg o a l . T h i s d e f i n i t i o n i mp l i e s t h a t v a l u e i s c r ea t ed b yp ro d u c t s an d s e rv i ce s w h en t h e b en e f i t s t h ey d e l i v e r ( i . e . ,p o s i t i v e c o n s e q u e n c e s ) h e l p c u s t o m e r s a c h i e v e t h e i r

g o a l s i n v a r i o u s s i t u a t i o n s . I n t h i s s en s e , d e s i r ed v a l u e i sw h a t c u s t o m e r s s e e k t o a d h e r e t o t h e i r v a l u e s a n da c h i e v e t h e i r d e s i r e d e n d - s t a te s o f e x is t e n c e . F o r e x a m -p l e , a cu s t o mer mi g h t d e s i r e i n t e r ac t i o n s w i t h s u p p l i e r st o b e h as s l e - f r ee b ecau s e t h i s a t t r i b u t e d e l i v e r s s ev e ra lp o s i t iv e c o n s e q u e n c e s ( e .g . , a ll o w i n g h e r / h i m t o f o c u s o no t h e r ac t i v i t i e s , a s s i s t i n g h e r / h i m i n b e i n g e f f i c i en t a tw o r k ) , w h i c h m a y b e i n c o n g r u e n c e w i th a c o r e p e rs o n a l ,r o l e , an d / o r o rg an i za t i o n a l v a l u e ( e . g . , f ee l i n g a s en s e o fa c h i e v e m e n t ) . O t h e r e x a m p l e s o f b e n e f i t s m i g h t b e t o r e -d u c e c o s t s , m a k e d e c i s i o n s q u i c k l y , k e e p i n t o u c h w i t ht h e mark e t an d i n d u s t ry , b e co mp e t i t i v e , o r s av e t i me .T h es e b en e f i t s a r e c r ea t ed v i a t h e a t t r i b u t e s s u p p l i e r s d e -l i v e r ( e . g . , b e i n g p ro ac t i v e , p ro v i d i n g t i me l y an d accu ra t ei n fo rma t i o n , p ro v i d i n g mark e t i n t e l l i g en ce r ep o r t s , o f f e r -i n g f a i r p r i c i n g , e l i mi n a t i n g t h e n eed fo r cu s t o mer s t of o l l o w u p o n i s s u e s , s o l v i n g p r o b l e m s b e f o r e t h e c u s -t o mer ev en ca l l s ) .

D es i r ed v a l u e can t ak e o n t w o a s p ec t s : v a l u e i n u s e o rp o s s e s s i o n v a l u e [3 , 4 ] . V a l u e i n u s e r e f l ec t s t h e u s e o ft h e p ro d u c t o r s e rv i ce i n a s i t u a t i o n t o ach i ev e a ce r t a i ng o a l o r s e t o f g o a l s. T h e e a r l i e r " h as s l e - f r ee" ex a mp l e i l -lus t ra tes va lue in use . Possess ion value ref l ec t s the inheren tmean i n g o f t h e p ro d u c t o r s e rv i ce to t h e cu s t o me r [3 5 , 3 6 ].Fo r ex amp l e , a cu s t o m er may v a l u e d o in g b u s i n es s w i t h t h eh i g h e s t r a te d s u p p l i e r s i m p l y b e c a u s e o f th e c o m f o r t s / h ef ee l s b y k n o w i n g s / h e i s d ea l i n g w i t h " t h e b es t . "

D e s i r e d v a l u e c a n i n c l u d e m a n y d i m e n s i o n s , e a c ha i med a t h e l p i n g t h e cu s t o mer ach i ev e ce r t a i n g o a l s i nce r t a i n s i t u a t io n s an d each h o l d i n g d i f f e r en t l ev e l s o f r e l-a t i v e i mp o r t an ce i n d i f f e r en t s i t u a t i o n s . Fo r ex amp l e , ap u rch as i n g ag en t may w an t t o f ee l t h a t s / h e i s co n s t an t l yi n t h e i n fo rma t i o n l o o p b e t w een t h e p l an t an d t h e s u p -p l i e r d u r i n g a p l an t emerg en cy , b ecau s e s / h e h as t h eg o a l s o f s o l v i n g t h e p ro b l em as w e l l a s b e i n g s een a s i n -v o l v ed w i t h t h e p l an t w h en t i mes a r e t o u g h . Y e t s / h e a l s omay w an t t o r ema i n a t an a rm ' s d i s t an ce f ro m t h a t i n fo r -ma t i o n l o o p o n a r eg u l a r d a i l y b as i s b ecau s e s / h e h as a

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g o a l o f n o t a p p e a r i n g t o b e m i c r o m a n a g i n g t h e p l a n t ' so p e r a t io n s .

T h e s e m a n y d i m e n s i o n s o f d e s i re d v a l u e c a n b e m o d -e r a t e l y e n d u ri n g . T h e b e n e f i t s c u s t o m e r s s e e k ( e . g. , t i m esav in g s , co s t sav in g s , f ee l t ak en ca r e o f , f ee l t r u s t ed , f ee lth a t t h ey a r e t r ea t ed f a i r ly ) w i l l r em a in im p o r t an t a s l o n gas p eo p le an d s i t u a t io n s r em a in f a i r ly co n s i s t en t . Ho w-ev e r , a s s i t u a t io n s ch an g e , so m ig h t t h e d es i r ed v a lu e d i -m e n s i o n s. N e w d e s i re d v a l ue d i m e n s i o n s m i g h t e m e r g e( e .g . , h e lp in c r ea t in g an en t r ep r en eu r i a l cu l tu r e ) . Or d i -m e n s i o n s m i g h t c h a n g e i n r e l a t i v e i m p o r t a n c e . I n s h o r t ,d e s i r e d v a l u e c h a n g e s a r e c h a n g e s i n w h a t t h e c u s t o m e rwan t s t o h av e h ap p en . Th es e ch an g es can b e a r e sp o n se tom a n y e v e n t s b o t h w i t h i n a n d o u t s i d e o f t h e o r g a n i z at i o n .

W h e r e d e s i r e d v a l u e r e p r e s e n t s w h a t t h e c u s t o m e rw a n t s t o h a v e h a p p e n , v a l u e j u d g m e n t s r e p r e s e n t w h a th a s h a p p e n e d .

Value JudgmentB a s i c a l ly , v a l u e j u d g m e n t s r e f l e c t a n a s s e s s m e n t o f t h e

v a l u e t h a t h a s b e e n r e c e i v e d f r o m a s p e c i f i c p r o d u ct / s e r -v i ce su p p l i e r . Ho wev e r , t h e r e a r e v a r io u s d e f in i t i o n s o fth i s k in d o f v a lu e . So m e o f t h e v a lu e d e f in i t i o n s in c lu d e :t h e p e r c e i v e d w o r t h i n m o n e t a r y t e r m s o f t h e s e t o f b e n e -f i ts r ec e iv ed f o r t h e p r i ce p a id [ 1 ], a t r ad e - o f f b e twe end es i r ab le a t t r i b u te s co m p ar ed wi th sac r i f i ce a t t r i b u te s[ 5 1 ], t h e q u a l i t y r ece iv ed f o r t h e p r i ce p a id [ 5 3 ], an dv a l u e a s a p e r c e p t i o n b y c u s t o m e r s a n d n o t i n h e r e n t i nt h e p r o d u c t i t s e l f [ 9 ] . C o m m o n t h r e a d s b e t w e e n a l l o ft h e s e d e f i n it i o n s a r e th a t v a l u e i s s o m e t h i n g t h e c u s t o m e rd e t e r m i n e s a n d v a l u a t i o n is a p r o c e s s w h e r e c u s t o m e r sm a k e t r a d e - o f f s b e t w e e n b e n e f i t s a n d s a c r i f i c e s a t e v e r yp o i n t o f c o n t a c t w i t h t h e s u p p l i e r ' s p r o d u c t s o r s e r v i c e s[ 4 ] . So m e d e f in e sac r i f i ce s m o n e ta r i l y [ 1 ] . So m e d e f in esac r i f i ce s m o r e b r o ad ly [ 51 ] .

V a l u e j u d g m e n t s a r e d e p e n d e n t o n c u s t o m e r s ' p e r c e p -t i on s o f p r o d u c t a n d s e r v i c e p e r f o r m a n c e w i t h i n s p e c if i cuse s i tua t ions in l igh t o f the i r va lues and goals [52] . Spe-c i f i ca lly , W o o d r u f f an d Gar d ia l [ 5 2] s t a t e t h a t: ( 1 ) p r o d -u c t s a r e a m e a n s t o a c c o m p l i s h i n g a g o a l ( a c h i e v i n gv a lu e in u se o r p o ssess io n v a lu e ) , ( 2 ) v a lu e i s c r ea t edt h r o u g h t h e d e l i v e r y o f c o n s e q u e n c e s , a n d ( 3) c o n s e -q u e n c e s a r e h a p p e n i n g i n u s e s i tu a t io n s . F o r p u r p o s e s o fth i s a r ti c l e , a v a lu e ju d g m en t i s t h e c u s t o m e r ' s a s s e s s -m e n t o f th e v a l u e t h a t h a s b e e n c r e a t e d f o r t h e m b y as u p p l i e r g i ven t h e t r a d e -o f f s b e t w een a l l r e l eva n t b en e f i t sa n d s a cr i f i ce s i n a s p ec i f i c u s e s i t u a t i o n .

T h i s n o t i o n c a n b e e x t e n d e d t o a t e m p o r a l v i e w t o i n-c o r p o r a t e m a n y i n s t a n c e s o f v a l u e c r e a t i o n o v e r t i m e .O v e r t h e l o n g - t e r m , a s e r i e s o f r a pi d r e s p o n s e s a n d p e r -s o n a l a t t e nt i o n i n e m e r g e n c y s i t u a ti o n s m a y c r e a t e a n i m -p r e ss io n th a t t h e su p p l i e r i t se l f i s v a lu ab le w i th in a se t o fs im i l a r s i t u a t io n s . Th i s ex ten s io n i s im p o r t an t b ecau se i tt a k e s t h e c u r r e n t d e f in i t io n s , w h i c h t y p i c a l l y c o n s i d e r as i n g l e p r o d u c t o r s e r v i c e e x p e r ie n c e , a n d e x t e n d s t h e m t oa r e l a ti o n s h i p w h e r e a v a l u e j u d g m e n t o f a p a r t ic u l a r s u p -p l i e r i s b a s e d o n e x p e r i e n c e s o v e r t i m e . F o r e x a m p l e ,DeR o se [ 9 ] s t a t e s t h a t cu s to m er s p e r ce iv e a su p p l i e r a sv a l u a b le w h e n t h e i r e x p r e s s e d a n d i m p l i e d r e q u i r e m e n t sa r e sa t i s f i ed r e l i ab ly , w i th o u t d ev ia t io n , o v e r t h e l i f e o fth e r e l a t io n sh ip . A n d th i s i s d o n e co s t e f f e c t iv e ly b y r e -d u c i n g c u s t o m e r s ' c o s t s , h e l p i n g t h e m a v o i d c o s t s , a n do f f s e t ti n g c u s t o m e r s ' c o s t s b y i n c r e a s i n g t h e i r r e v e n u e o ri m p r o v i n g t h e i r c a s h f l o w .

V a l u e j u d g m e n t s c a n c h a n g e q u i t e of t e n. A n y i n c i d e n tth a t d r aws a cu s to m er ' s a t t en t io n to th e su p p l i e r i s l i k e lyt o i m p a c t t ha t c u s t o m e r ' s j u d g m e n t o f t h e v a lu e r e c e i v e din th a t p a r t i cu l a r ex p e r i en ce . Th i s m ig h t b e in a p o s i t i v ed i r ec t io n o r a n eg a t iv e d i r ec t io n . Essen t i a l ly , cu s to m er sa r e seek in g , i n an ab s t r ac t sen se , t o en su r e th e b en e f i t st h e y e x p e r i e n c e ( e . g ., e a s e o f d o i n g b u s i n e s s , l a c k o f n e c -e ssa r y f o l lo w- u p , co n s i s t en t m a te r i a l t h r o u g h o u t ) a r ew o r t h t h e s a c r i f i c e s t h e y m a k e ( e . g . , m o n e t a r y , p s y c h o -lo g ica l , tim e) . As th e t r ad e - o f f ap p ea r s t o sh i ft , r eev a lu a -t io n s a r e m ad e . I n th e p o s i t iv e d i r ec t io n , cu s to m e r s m ig h tp e r ce iv e th e i r b en e f i t s a r e i n c r eas in g o r sac r i f i ce s a r e d e -c r e a s i n g . I n t h e n e g a t i v e d i r e c t i o n , c u s t o m e r s m a y p e r -ce iv e th a t sac r i f i ce s a r e i n c r eas in g o r b en e f i t s a r e d e -c r eas in g .

T h e r e f o r e , c h a n g i n g ( i n c r e a s i n g o r d e c r e a s i n g ) t h eb e n e f i ts o r s a c r if i c e s t he c u s t o m e r e x p e r i e n c e s a r e l i k e l yt o a l t e r th e i r v a l u e j u d g m e n t s . A d d i t i o n a l l y , c h a n g e s i nth e sp ec i f i c p r o d u c t o r se r v i ce u se s i t u a t io n ( e .g . , p l an tem er g e n cy a s o p p o sed to n o r m a l o p e r a t io n s ) a re l i k e ly toa l ter va lue judge me nts . Essen t ia l ly , suppl ier - located even tsh av e a h ig h e r l i k e l ih o o d o f ch an g in g v a lu e ju d g m en t s t h and o cu s to m e r o r en v i r o n m en ta l ly lo ca t ed ev en t s. F u r th e r -m o r e , ch an g es in v a lu es an d d es i r ed v a lu e d o n o t d i r ec t lya f f ec t v a lu e ju d g m en t s . I n s t ead , t h ey a l t e r th e cu s to m er ' ssa t i s fact ion wi th th e v a lu e th a t was c r ea t ed ( v a lu e ju d g -m e n t ) t h r o u g h d i s c o n f i rm a t i o n .

A l l t h r e e f o r m s o f v a l u e e v e n t u a l l y a f f e c t c u s t o m e r s 'sa t i s f ac t io n wi th su p p l i e r s ' sp ec i f i c p r o d u c t s an d se r -v i ce s . I n p a r t i cu l a r , ch an g es in d es i r ed v a lu e o r v a lu eju d g m en t s a r e l i k e ly to ch an g e cu s to m er s ' s a t i s f ac t io n

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t h ro u g h a p ro ces s k n o w n a s d is co n f i rma t io n . T h e n ex t s ec -t io n p ro v i d es a b r i e f o v e rv i e w o f s a ti s f ac ti o n r e s ea r ch an d ,in par t i cu lar , d i sconf i rmat ion theory .

C U S T O M E R S A T I S F A C T I O N O V E R V I E WCu s t o mer s a t i s f ac t i o n i s e s s en t i a l l y a r e s p o n s e t o ane v a l u a t i o n o f p e r c e i v e d p r o d u c t o r s e r v i c e p e r f o r m a n c e .

I t i s b a s e d o n c u s t o m e r s ' j u d g m e n t s o f t h e v a l u e th a t h a sb e e n c r e a t e d f o r t h e m [ 52 ] a n d im p a c t s o u t c o m e b e h a v -i o r s s u ch a s w o rd -o f -mo u t h , co mp l a i n i n g , r ep u rch as e i n -t en t i o n s , an d l o y a l t y . T h e l o y a l t y an d i n t en t i o n s o u t -c o m e s a r e w h a t c u s t o m e r r e t e n t i o n r e f e r s t o . C u s t o m e rs a t is f a c ti o n r e s e a r c h i s d o m i n a t e d b y a t h e o r y k n o w n a st h e d i s co n f i rma t i o n p a rad i g m [5 , 2 9 , 4 6 ] . T h e t h eo ry e s -s en t i a l l y s t a t e s t h a t cu s t o mer s a r r i v e a t s a t i s f ac t i o n f ee l -i n g s an d t h o u g h t s a s a r e s u l t o f t h e co mp ar i s o n b e t w eenp e r c e i v e d p e r f o r m a n c e a n d s o m e s ta n d a rd . M o r e s p e c i f i-c a l l y , t h e c u s t o m e r c o m p a r e s a p r o d u c t ' s p e r c e i v e d p e r -fo rm an ce t o a s t an d a rd , o r s e t o f s t an d a rd s , s u ch a s w h a tw as ex p ec t ed . I f t h e fo ca l b r an d ' s p e r fo rma n ce i s seen a se q u a l t o ( c on f i r m i n g ) w h a t w a s e x p e c t e d , t h e c u s t o m e r i ss a t is f i ed . I f t h e fo ca l b r an d ' s p e r fo rm an ce ex ce ed s (p o s i -t i v e l y d i s co n f i rmi n g ) o r f a l l s s h o r t o f ( n eg a t i v e l y d i s co n -f i rmi n g ) ex p ec t a t i o n s , t h e cu s t o mer i s v e ry s a t i s f i ed o rd i s s a t is f i ed , r e s p ec t i v e l y .

R e s e a r c h e r s h a v e d i s c o v e r e d t h a t t he r e a r e m a n y s ta n -d a r d s o f c o m p a r i s o n c u s t o m e r s u s e t o g e t h e r o r i n d e p e n -d en t l y i n ev a l u a t i n g s u p p l i e r s [ 1 3 ] . A d d res s i n g t h e man ys t an d a rd s t h a t h av e b een ex p l o red , a s w e l l a s p r ev i o u sv a r i a t i o n s o n t h e d i s co n f i rma t i o n p a rad i g m, i s b ey o n dt h e s co p e o f th i s a r ti c l e. H o w ev e r , t h e s t an d a rd s t h a t cu s -t o mer s r e l y u p o n t o a s s e s s t h e v a l u e t h ey r ece i v e w i ll i m-p ac t t h e i r s a t i s f ac t i o n w i t h t h a t v a l u e .

T h e d i s co n f i rma t i o n p a rad i g m h as b een a l t e r ed h e re t or e f l ec t ch an g e w i t h i n a cu s t o mer . I t h a s a l s o b een ex -t e n d e d t o i n c lu d e t h e t h r ee f o r m s o f v a l u e c h a n g e a s w e l las t r igger even t s . F igure 2 bas ica l ly p roposes tha t changesi n s a t i s f ac t i o n r e s p o n s es ( i . e . , a f f ec t , co g n i t i o n ) r e s u l tf r o m c h a n g e s i n a s s e s s m e n t s o f th e v a l u e r e c e i v e d ( v a l u eu d g m e n t ) a n d / o r c h a n g e s i n w h a t t h e c u s t o m e r w a n t s t oh a v e h a p p e n ( d e s ir e d v a l u e ). T h e s e v a l u e c h a n g e s i m p a c tt h e l e v el o f d i s c o n f i r m a t i o n p e r c e i v e d b y t h e c u s t o m e r ,t h u s ch an g i n g s a t i s f ac t i o n l ev e l s . T h e man n e r i n w h i chc u s t o m e r s ' s a t is f a c ti o n l e v e l s c h a n g e o v e r t im e c o n t i n u -o u s l y i mp ac t s t h e p ro b ab i l i t y th a t t h ey w i l l b e r e ta i n ed a sa cu s t o mer .

There are s ti ll m any u nreso lved i s sues rem ain ing in sa t i s-fac t ion research . Two of them are re levan t to changes in

c u s t o m e r s ' p e r c e p t i o n s o f v a l u e . T h e f i r s t r e l e v a n t i ss u ei s w h en t h e ev a l u a t i o n o ccu r s a t a l l . A l t h o u g h w e h av e am u c h c l e a r e r v i e w o f t h e s a t is f a c ti o n e v a l u a t i o n p r o c e s sd u e t o 2 0 y e a r s o f r e s ea r ch , w e s t il l d o n o t h av e a t h o r -o u g h u n d e r s t an d i n g o f th e ev en t s t h a t t r i g g e r t h e ev a l u a -t io n p ro ces s i t s e lf , d e s p i t e ca l l s f o r i n v e s t i g a t i o n i n t o t h i si s s u e fo r y ea r s [ 8 , 51 ] . T h e s eco n d s a t i s f ac t i o n i s s u e r e l e -v a n t t o v a l u e c h a n g e c o m e s p r i m a r i l y f r o m p r a c ti ti o n e rs .T h e re a r e i n d i ca t o r s t h a t cu r r en t s a t i s f ac t i o n i n s t ru men t s ,a s u s ed i n man y b u s i n es s e s , a r e n o t cap t u r i n g t h e b r ead t han d co mp l ex i t y o f t h e i s s u es t h a t a r e i mp o r t an t t o cu s -t o mer s [3 9 ] , s u p p l i e r s a r e n o t k eep i n g p ace w i t h ch an g esi n t h e s e b ro ad i s s u es [1 2 , 4 4 ] , an d cu s t o mer s w h o a r e" v e ry s a t i s f i ed " can b e u p t o s i x t i mes mo re l i k e l y t o r e -p u rch as e f ro m a s u p p l i e r t h an t h o s e w h o a r e " s a t i s f i ed "[1 7 ] . D u e t o t h e r e l a t i o n s h i p b e t w een v a l u e an d s a t i s f ac -t io n , b e t te r u n d e r s ta n d i n g s o f v a l u e c h a n g e p h e n o m e n amay h e l p ad d re s s t h e s e i s s u es .T h e fo l l o w i n g s ec t i o n s ad d re s s t h e i mp l i ca t i o n s fo rb o t h p r ac t i ce an d r e s ea r ch .

I M P L I C A T I O N SF u t u r e P r a c t ic e

T h e p r o p o s e d c o n c e p t s a n d m o d e l s c a n b e u s e d t og u i d e t h e s e a r c h f o r e v e n t s i n c u s t o m e r s ' e n v i r o n m e n t st h a t a r e l i k e l y to ch an g e t h e i r p e r cep t i o n s o f v a l u e ( i .e . ,v a l u e s , d e s ir e d v a l u e , v a l u e j u d g m e n t s ) . T h r o u g h o b s e r -v a t io n a n d a n a l y s i s o f h o w t h e s e e v e n t s t r ig g e r c h a n g e si n cu s t o me r s ' p e r cep t i o n s o f v a l u e , s u p p l i e r s o u g h t t o b eab l e t o i d en t i fy p a t t e rn s o f ch an g e s p e c i f i c t o t h e i r cu s -t o m e r s . C o m b i n e d w i t h a n u n d e r s t a n d in g o f h o w t h ei rc u s t o m e r s a r e c u r r e n tl y a t t e m p t in g t o r e s p o n d t o c h a n g e st h ey s ee i n t h e i r f u t u r e , s u p p l i e r s o u g h t t o b e ab l e t o ac tp ro ac t i v e l y i n o rd e r t o r e t a i n t h o s e cu s t o mer s . Mo re s p e -c i f ic a l ly , w e r e c o m m e n d s u p p l ie r s f o l l o w t h e g u i d e li n e si n T ab l e 3 .

Reg a rd l e s s o f w h e t h e r a s u p p l i e r r e l i e s o n a t h i rdp a r t y ' s p r e d i c t i o n o f m a c r o t r e n ds t o c a p tu r e c u s t o m e r s 'ch an g i n g n eed s , a t t emp t s t o p r ed i c t ch an g i n g n eed sb a s e d o n a t h o r o u g h e x a m i n a t io n o f f o r c e s e x p e c t e d t oc h a n g e t h o s e n e e d s , o r a t t e m p t s t o d r i v e c h a n g e t h e m -s e l v es , a n u n d e r s ta n d i n g o f h o w v a l u e c h a n g e a c t u a ll yt ak es p l ace an d t h e ev en t s t h a t t r i g g e r i t i s n eces s a ry .Cu r r en t l y , f ew , if an y , co m p an i e s a r e ac t i v e l y c l a s s i fy i n gt h e t r i g g e r ev en t s a s p e r ce i v ed b y t h e i r cu s t o mer s t h a td r i v e ch an g es i n t h e i r v a l u es , w h a t t h ey v a l u e , an d t h e i rv a l u e j u d g m en t s . T ak i n g t h is s t ep w i l l a s s i s t co m p an i e s

1 7 2


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S u p p l i e r s m u s t b e p r o a c t i v e to r e t a i nc u s t o m e r s .

i n r e s p o n d i n g t o t h e e v e n t s m o s t l i k e l y t o i m p a c t t h e i rc u s t o m e r s , t h u s s t r e n g t h e n i n g t h e i r r e l a t i o n s h i p s w i t ht h e m . F u r t h e r m o r e , a l t h o u g h s u p p l i e r - l o c a t e d e v e n t s a r en o t e x p e c t e d t o d r iv e d e s i r e d v a l u e c h a n g e a s m u c h a s t h e ya re v a l u e ju d g m e n t c h a n g e , t h e r e is n o r e a s o n w h y s u p -p l ie r s c a n n o t a c t i v e ly s e e k t o d r i v e d e s i r e d v a l u e c h a n g e .T o d o s o e f f e c t i v e ly h o w e v e r , r e q u i r e s u n d e r s t a n d i n g h o wc e r ta i n k i n d s o f c h a n g e s w i l l i m p a c t o n e ' s o w n c u s t o m e r ss p e c i fi c a l ly . G i v e n t h is u n d e r s t a n d i n g , s u p p l i e r s o u g h t t ob e a b l e t o r a i se t h e i r c u s t o m e r s ' a w a r e n e s s o f o p p o r t u n i -t ie s t h a t e x is t i n th e i r e n v i r o n m e n t a s w e l l a s d e m o n s t r a t et h a t th e y c a n a n d d o c r e a t e v a l u e f o r t h e ir c u s t o m e r s t h a tt h e i r c u s t o m e r s w e r e p r e v i o u s l y u n a w a r e o f .F u t u r e R e s e a r c h

T h e p r o p o s e d m o d e l h a s y e t t o b e e m p i r i c a l l y t e s t e d .N o r h a s a n y q u a l i t a t i v e r e s e a r c h i n t h e m a r k e t i n g l i t e r a -t u r e g e n e r a t e d a n y o t h e r t h e o r i e s s p e c i f i c a l l y a d d r e s s i n gc u s t o m e r v a l u e c h a n g e . F u t u r e r e s e a r c h m u s t t a k e m u l t i -p l e a p p r o a c h e s t o a t t a c k in g t h e p r o b l e m o f v a l u e c h a n g ei n i n d u s t r i a l r e l a t i o n s h i p s . E s s e n t i a l l y , r e s e a r c h i s i n t h ee x p l o r a t o r y s t a ge o f t h e s c i e n t i f ic p r o c e s s w i t h r e s p e c t t ov a l u e c h a n g e . T h e r e f o r e , t w o a p p r o a c h e s c a n b e t a k e n :o n e q u a l i t a t iv e a n d d i s c o v e r y o r i e n t e d , t h e o t h e r p r e l i m i -n a r y t h e o r y t e s t i n g .

I n o n e s e n s e , i n - d e p t h f i e l d i n v e s t i g a t i o n s r e l y i n g o nm a n y q u a l i t a t i v e m e t h o d s ( e . g . , g r o u n d e d t h e o r y , i n t e r -v i e w s , p a r t i c i p a n t o b s e r v a t i o n , p l a n t t o u r s , c a s e s t u d i e s ,e t h n o g r a p h y ) o u g h t t o b e c o n d u c t e d t o d e v e l o p v a l u ec h a n g e t h e o r i e s . A p o t e n t i a l r e s e a r c h q u e s t i o n g u i d i n gt h is k i n d o f r e s e a r c h m i g h t b e: h o w a n d w h y d o k e y d e c i -s i o n - m a k e r s i n c u s t o m e r f i r m s o f i n d u s t r i a l s u p p l y r e l a -t i o n s h i p s c h a n g e t h e i r p e r c e p t i o n s o f v a l u e o v e r t i m e ?A d d i t i o n a l l y , t h e m o d e l p r o p o s e d h e r e o u g h t t o b e te s t e du s i n g m o r e q u a n t i t a t i v e m e t h o d s ( e . g . , s u r v e y s ) . R e c a l lt h a t t h i s m o d e l r e f l e c t s a l o n g i t u d i n a l p e r s p e c t i v e , v a l u ec h a n g e w i t h i n a c u s t o m e r a c r o s s t im e . T h e r e f o r e , t e m p o r a lp e r s p e c t i v e s m u s t b e c a p t u r e d . T o a c c o m p l i s h t h i s , t h ec o n s t r u c t s ( i . e . , s u p p l i e r t r i g g e r e v e n t s , c u s t o m e r t r i g g e re v e n t s , e n v i r o n m e n t a l e v e n t s , v a l u e s , d e s i r e d v a l u e , v a l u e

j u d g m e n t s , s a t i s f a c ti o n , a n d c u s t o m e r r e te n t i o n ) m u s t b ec l e a r ly d e f i n e d a n d o p e r a t i o n a l iz e d . S e v e r a l o f t h e s e w i l lr e q u i r e s c a l e d e v e l o p m e n t . A p o s s i b l e r e s e a r c h q u e s t i o ng u i d i n g s u c h a s t u d y m i g h t b e: w h a t a re t h e i n d e p e n d e n t

T A B L E 3Trigger Track ing Guide l inesG a t h e r i n f o r m a t i on

I d e n t i f y a n d d o c u m e n t i n s t a n c e s o f t r i g g e r e v e n t s u s in g i n t e r n a l l y a v a i l a b l ein f o r m a t io n f o r e v e n t s l o c a t e d i n e a c h o f t h r e e a r e a s d i sc u sse d . Fo re x a m p le , l o o k f o r :

S u p p l i er - l oc a t e d e v e n t s ( w i t h i n y o u r o w n c o m p a n y )Pr o d u c t s ( e . g ., q u a l i t y e x c u r s io n s / im p r o v e m e n t s , p r i c in g , a v a i la b i l i t y )Se r v i c e s ( e . g . , l o g i s t i c s a t t r ib u t e s , s e r v i c e q u a l i t y , p r o c e d u r e s )Pe r so n n e l ( e . g ., p e r so n n e l t u r n o v e r , t r a in in g , a v a i l a b i l i t y )

C u s t o m e r - l o c a t e d e v e n t sS t r a t e g i c l e v e l ( e . g ., o wn e r sh ip , e x e c u t iv e a t t e n d s c r i t i c a l s e m in a r ,

r e s t r u c tu r e )Op e r a t i o n a l l e v e l ( e . g ., n e w m a n a g e m e n t t e a m s , n e w f a c i l it i e s , f i n a n c e s )T a c t i c a l l e v e l ( e . g. , p u r c h a s in g a g e n t , e q u ip m e n t p r o b l e m s ,

n e g o t i a t i o n p l a n s )E n v i r o n m e n t a l l y l o c a t e d e v e n t s

M a c r o e n v i r o n m e n t ( e . g . , r e g u l a t i o n , t e c h n o lo g y , e q u ip m e n t ,n a tu r a l e v e n t s )C u s to m e r s ' c o m p e t i t o r s ( e . g . , n e w p r o d u c t s a n d se r v i c e s , p r i c in g )C h a n n e l r e l a t i o n s h i p s (e . g ., n e w c u s t o m e r s , p a r t n er s , n e w c u s t o m e r

n e e d s , n e w m a r k e t s )I d e n ti f y a n d d o c u m e n t y o u r r e s p o n s e a s a s u p p l i e r t o t h e s e e v e n t sI d e n ti f y a n d d o c u m e n t y o u r p e r c e p t io n s o f c u s t o m e r s" r e s p o n s e s t o t h e

a b o v e e v e n t sI d e n ti f y a n d d o c u m e n t a n y c h a n g e s i n s h a r e o f t h e i r b u s i n e s s c u s t o m e r s h a v e

a w a r d e d y o uI d e n ti f y a n d d o c u m e n t a n y i n s t a n c e s o f e x p l i c i t s t a t e m e n t s b y

c u s to m e r s o f c h a n g e i n wh a t t h e y n e e d ( t h e b e n e f i t s t h e y d e s i re )M e e t w i th c u s to m e r s a n d o b t a in t h e i r i n s ig h t s o n t h e i s su e s i d e n t if i e d

L o o k f o r p a t t e r n s a n d u se t o p r o j e c t f o r wa r dL o o k a c r o s s t h e i n f o r m a t i on d o c u m e n t e d a n d s e e k p a t t e rn s o f b e h a v i o r a n d

v a l u e c h a n g eUse t h e p a t t e r n s in c o m b in a t i o n w i th p o t e n t i a l e v e n t s ( e x p e c t e d / l i k e ly o r n o t )

t h a t f it t h e c a t e g o r i e s i n F ig u r e 1 to p r e d i c t wh a t c u s to m e r s ' r e sp o n se sm ig h t b e to f u tu r e e v e n t s

D e v e l o p p l a n sT o r e sp o n d t o p o t e n t ia l e m e r g e n c y e v e n t s ( f o r e a c h e v e n t l o c a t i o n )T o r e sp o n d t o sp e c i f i c k in d s o f e v e n t s t h a t a r e n o t e m e r g e n c i e s ( e . g ., m e e t

w i t h n e w o w n e r s , o b t a i n c u s t o m e r i n p u t f o r a n y c h a n g e s p l a n n ed )T o c o l l e c t n e c e ss a r y i n f o r m a t io n f o r v a lu e c h a n g e p r e d i c t i o n a n d r e sp o n se o n

a r e g u l a r b a s i sT o p r e d i c t p o t e n t i a l c h a n g e s o n a r e g u l a r b a s i sT o d r i ve v a l u e c h a n g e s t h a t f it c o r e c o m p e t e n c i e s

1 7 3


12/13

a n d c o m b i n e d e f f e c t s o f v a r i o u s t r i g g e r e v e n t s o n c u s -t o m e r s ' p e r c e p t i o n s o f v a l u e a n d h o w d o t h o s e p e r c e p -t i o n s i m p a c t s a t i s f a c t i o n w i t h a n d l o y a l t y t o s u p p l i e r s ?

S U M M A R YThis ar t i c l e proposed that suppl i er s need to understandh o w t h e i r c u s t o m e r s ' p e r c e p t i o n s o f v a l u e a r e c h a n g i n g t o

d e s i g n s t r a t e g i e s t h a t w i l l k e e p t h e m i n f r o n t o f t h e i rc o m p e t i t i o n i n r e s p o n d i n g t o a n d d r i v i n g t h e f o r c e s o fva lue change , thus re ta in ing current customers . Currentn o r m a t i v e p r o c e d u r e s d e s i g n e d t o a s s is t b u s i n e s s e s i n p re -d i c t in g w h a t t h e i r c u s t o m e r s w i l l n e e d i n t h e f u t u r e ar e n o tb a s e d o n e m p i r i c a l ly b a c k e d t h e o r e t i ca l u n d e r s t an d i n g s o fe x a c t l y h o w c u s t o m e r s ' n e e d s c h a n g e . T h e s t a t e o f t h e a r ti n c u s t o m e r s a t is f a c t io n a n d v a l u e r e s e a r c h h a s a l s o y e t t ot h o r o u g h l y a d d r e ss t h e p r o c e s s e s o f c h a n g i n g c u s t o m e rp e r c e p t io n s o f v a lu e . T h e p r o p o s e d m o d e l , w h i c h b u i l d so n t h i s s a t i s f a c t i o n a n d v a l u e r e s e a r c h , o f f e r s a p l a c e f o rb o t h s u p p l i e r s a n d r e s e a r c h e r s t o b e g i n i n t h e i d e n t i f i c a -t i o n o f e v e n t s a n d p r o c e s s e s t h a t w i l l i m p a c t c u s t o m e r s 'p e r c e p t i o n s o f v a l u e a n d , e v e n t u a l l y , c u s t o m e r r et e n t i o n .

R E F E R E N C E S1 . A n d er s o n , J ames C . , J a in , D ip ak C . , an d C h in tag u n ta , P r ad ee p K . , C u s -

t o m e r V a l u e A s s e s s m e n t i n B u s i n e s s M a r k e ts : A S t a t e - of - P r a c ti c e S t ud y .Journal of Business to Business Marketing 1(1) , 3-30 (1993) .2 . B ad o v ick , G o r d o n J ., an d B ea t ty , S h a r o n E . , S h a r ed O r g an iza t io n a l V a l -u e s : M e a s u r e m e n t a n d I m p a c t u p o n S t r a te g i c M a r k e t i ng I m p l e m e n t a t io n .Journal o f the Academy o f Marketing Science 15(1) , 19-26 (1987) .3 . B u r n s , M ar y J an e , an d Wo o d r u f f , R o b er t B . , V a lu e: A n I n teg r a t iv e P e r -s p ec t iv e , C u r t i s P . H au g v ed t an d D eb o r ah E . R o s en , ed s . , Proceedings ofthe Society for Consumer Psychology, A m e r i c a n P s y c h o l o g i c a l A s s o c i a -t io n , W as h in g to n , D C , 1 9 9 1, p p . 5 9 - 6 4 .4 . B u r n s , M a r y Ja n e , a n d W o o d r u f f , R o b e r t B . , D e l i v e r i n g V a l u e t o C o n s u m -e r s : I m p l i c a t i o n s f o r S t r a t e g y D e v e l o p m e n t a n d I m p l e m e n t a t i o n , 1992American Marketing Association Winter Educator's Conference Proceed-ings, A mer ican M ar k e t in g A s s o c ia t io n , C h icag o , I L , 1 9 9 2 , p p . 2 0 9 - 2 1 6 .5 . C h u r ch i l l , J r ., G i lb e r t A . , an d S u p r en an t , C a r o l , A n I n v es t ig a t io n in to th eD e t e r m i n a n t s o f C u s t o m e r S a t is f a c ti o n . Journal of Marketing Research1 9 , 4 9 1 - 5 0 4 ( 1 98 2 ).6 . D ay , G eo r g e S . , M a r k e t in g ' s C o n t r ib u t io n to th e S t ra t eg y D ia lo g u e . Jour-nal of the Academy o f Marketing Science 20(4) , 323-329 (1992) .7 . D a y , G e o r g e S . , a n d W e n s l e y , R o b i n , A s s e s s in g A d v a n ta g e : A F r a m e -w o r k f o r D iag n o s in g C o mp e t i t iv e S u p er io r i ty . Journal o f Marketing 5 2 ,

1 - 2 0 (1988).8 . D a y , R a l p h L . , T o w a r d a P r o c e s s M o d e l o f C o n s u m e r S a t is f a c ti o n . Con-ceptualization and Measurement of Consumer Satisfaction and Dissat-isfaction M ar k e t in g S c ien ce I n s t i tu t e P r o ceed in g s , ed . H . K e i th H u n t ,153-183 (1976) .9 . D e R o s e , L e w i s J ., M e e t T o d a y ' s B u y i n g I n f l u e n c e s w i t h V a l u e S e ll i n g.Industrial Marketing Management 20, 87-91 (1991) .1 0 . D ick s o n , P e te r R e id , To w ar d a G e n er a l Th eo r y o f C o mp e t i t iv e R a t io n a l -i ty . Journal o f Marketing 5 6 , 6 9 - 8 3 ( 1 99 2 ).

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