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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. Based on these identified gaps a multitude of implications for managing company CV at the normative, strategic and operational level of management are derived and finally implications of findings for service marketing practice and research are discussed.
   
type journal paper
   
keywords Customer Value, Customer Value Management, Financial Services, Qualitative Study
   
language English
kind of paper journal article
date of appearance 15-8-2008
journal Journal of Financial Services Marketing
publisher Palgrave
volume of journal 13
number of issue 2
page(s) 107-120
review double-blind review
   
citation Maas, P., & Graf, A. (2008). Customer Value Analysis in Financial Services. Journal of Financial Services Marketing, 13(2), 107-120.