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Customer Value Analysis in Financial Services

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abstract This study investigates what creates value for customers and how providers can improve value for their customers. A comprehensive analytical model with a four-step approach is presented and applied in the field of financial services. In a first step, the main customer value drivers are identified and five value dimensions are derived, based on qualitative interviews with customers. These results are then compared to value assumptions made by customer-contact employees, and the gaps between customer and employee perceptions are analyzed. Subsequently, implications for CV management are derived and finally implications of findings for service marketing practice and research are discussed.
   
type working paper (English)
   
keywords Customer Value
   
date of appearance 2007
issuer institution Institut für Versicherungswirtschaft der Universität St. Gallen
series title Working Papers on Risk Management and Insurance
review internal review
   
citation Graf, A., & Maas, P., Institut für Versicherungswirtschaft der Universität St. Gallen (Eds.), (2007). Customer Value Analysis in Financial Services. Working Papers on Risk Management and Insurance.