Full Paper - ANZMAC

Theme: Theory & Practice
CREATING CUSTOMER VALUE IN THE
CONTEXT OF SERVICE BUNDLES
Work In Progress
Zins, Andreas H.
Associate Professor at the Institute for Tourism and Leisure Studies,
University of Economics and Business Administration, Vienna - Austria
Address for all correspondence:
Andreas H. Zins
Institute for Tourism and Leisure Studies
University of Economics and Business Administration
Augasse 2-6, A-1090 Vienna, Austria
Phone: +43-1-31336-4999
Fax:: +43-1-3171205
Email: andreas.zins@wu-wien.ac.at
2884

CREATING CUSTOMER VALUE IN THE
CONTEXT OF SERVICE BUNDLES
ABSTRACT
Work In Progress
Following Holbrook’s axiological typology of customer value service quality is
supposed to contribute to the formation of customer value. Yet, to better
understand the antecedents of customer satisfaction and customer loyalty it is
claimed to make major refinements of traditional and classical consumer
behaviour models. A revised preference model for complex services is proposed
and illustrated by the example of a holiday trip. Revisions and adaptations are
suggested in order to integrate already known but so far disconnected issues. The
marketing and research perspective has to turn its focus from attribute or benefit
bundles to the consumption experience. This issue emphasises the means-end
relationship inherent in any consumption activity. Buying and consumption
processes are always accompanied by trade-off evaluations between benefits
sought and disadvantages avoided. Neither service quality models nor perceived
risk models capture this aspect adequately. Finally, it is argued that the product
conceptualisation is to be extended by situational factors and the customer
participation which both are constitutional elements in the process of service
production/consumption.
Keywords: service bundles, customer participation, service quality, customer
value, tourism products.
2885

INTRODUCTION
Whether services are rendered in the presence or the absence of an object or
subject, they offer a bundle of benefits to the customer like products do (Enis and
Roering 1981; Lovelock 1981). The distinction between goods and services has
been discussed for decades (Judd 1968; Blois 1974; Bateson 1977; Shostack
1979), though the key criteria intangibility, inseparability, and variability (Kotler
1980) have not entered the grand consumer behaviour models (e.g. Howard and
Sheth 1969; Engel, Kollat and Miniard 1993) appropriately. Hence, it is claimed
that consumer behaviour models focusing on the evaluation of alternatives and on
post-choice evaluation have to be adapted whenever service components do not
play but a negligible role. This will be illustrated by an example of the tourism
industry where often bundles of tangible and intangible products are marketed and
consumed simultaneously. Holiday or business trips similar to e.g. car
maintenance services, financial services or dental services represent service
bundles which vary in their degree of complexity. Various dimensions of product
complexity can be differentiated (Güthoff 1995) and are influential in pre- and
post-choice evaluation processes.
The holiday preference (and satisfaction) model proposed in this paper tries to
integrate three issues that have been considered separately in the literature so far.
1. Products and services “potentially provide value-creating consumption
experiences.” (Holbrook 1994, p. 21). Quality concepts based on expected and
delivered attribute levels are only one dimension of the value realm. This
perspective is supported by the means-end chain theory (Gutman 1982). 2. The
buying and consumption decisions are always trade-offs between benefits and
disadvantages (Gutman and Reynolds 1983, p. 40). This claim is based on the
underlying exchange process between two agents who both, give up something of
value for obtaining something else of value (Kotler 1991). 3. The social and
physical context of this exchange process shall be incorporated in the
conceptualisation of products and services (Berry 1981; Lovelock 1981; Grove
and Fisk 1983). According to the experiential nature of services it is important to
marketing managers how customer participation (Kellogg et al. 1997; Bitner et al.
1997) and atmospherics (Kotler 1973; Bitner 1992) impact customer satisfaction.
These issues will be discussed in more detail before illustrating the proposed
model.
COMPLEX SERVICES AND CUSTOMER ROLES
Tourism products are predominantly complex product (and service) bundles.
Customers are forced sometimes to choose among a limited number of entirely
pre-packaged tourism products and are sometimes completely free to make
individual arrangements. In some instances they will decide upon product details
far in advance, in other situations they postpone the final decision making until
the immediate consumption. In general, various aspects of the degree and
2886

structure of complexity have been outlined (Güthoff 1995). The effects of
complexity on service quality and customer satisfaction have been investigated
only selectively: e.g. number of bundle elements (Danahar and Mattsson 1998)
and duration of services (Czepiel et al. 1985, Danahar and Mattsson 1994, 1998;
Geva und Goldman 1989) whereas criteria such as “multiple individuals
involved”, “heterogeneity of bundle elements”, and “degree of individuality of the
product” are still open for research.
For marketing purposes it is essential to know what elements in a product and
service bundle play a key role in the customer’s decision-making process.
Bundling strategies in a competitive environment – first systematically outlined
by Guiltinan (1987) – have their focus on product development and finding
optimal prices. Similar problems in the tourism and hospitality context have been
discussed by Kinberg and Sudit (1979), Green and Wind (1984), Sheldon and
Mak (1987), and Bojanic and Calantone (1990). Nevertheless, their research
approach is limited predominantly to the financial evaluation of quite a few
product attributes and does not incorporate the instrumental role of those
attributes in creating value and satisfaction to the customer.
Therefore, it is essential to identify the various roles customers may play in the
production process. Bitner et al. (1997) distinguish between three different roles:
the customer as productive resource, the customer as contributor to quality,
satisfaction and value, and the customer as competitor to the service organisation.
According to these roles, different abstract levels of customer participation may
occur: low level: only customer presence required (e.g. airline travel, fast-food
restaurant), moderate level: customer inputs required (e.g. hair cut, advertising
campaign), high level: customer co-creates service products (e.g. weightreduction
programme, management seminar). Related issues have been raised
addressing organisational socialisation by Bowen and Schneider (1985), Kelley et
al. (1992), Lusch, Brown and Brunswick (1992) or the intrinsic attraction of selfservice
by Bateson (1983, 1985) and Dabholkar (1996) or the relationship
between satisfaction and failure attribution by Bitner (1990), Folkes (1988) and
Hubbert (1995).
If we take the experiential nature of services seriously (Lovelock 1979) we cannot
separate the service’s personnel and environment from the consumer (Bateson
1979). The situation in which the service consumption takes place involves
several dimensions. Kotler (1973) addressed the physical setting by
“atmospherics” including all perceptions of the five human senses. When Grove
and Fisk (1983) discussed the dramaturgical perspective of service exchange
processes both, the physical and social settings were integrated. Bagozzi (1975)
emphasised the idea of symbolic exchange which is not limited to the core
elements of products and services but extends to the physical environment as well
as to the social interaction. Bitner (1992) proposed three dimensions of the socalled
“servicescapes”: ambiente condition, spatial layout and functionality, and
2887

signs and symbols which contribute to the achievement of organisational and
marketing goals.
The following Figure 1 shall illustrate and demonstrate that the specific situation
and the consumer are constitutional elements of any service oriented industry.
Figure 1: Extended product conceptualisation
Supplier
Retailer
delivery, usage rights
influence
Product
Service
contribution - experience - evaluation
Situation
influence
contribution - consumption
experience - evaluation
influence
Consumer
At the phase of evaluating product (travel) alternatives the potential traveller may
consult previous experiences, recommendations and stories from others,
catalogues, brochures, videos, media reports and other sources (Schmoll 1977,
Mathieson and Wall 1982, Moutinho 1987, Goodall 1991). He/She has some –
more or less- vague perceptions about the particular travel elements
(transportation, accommodation, catering, guides, sporting and recreation
facilities). Nevertheless, the customer, first, anticipates his/her contribution to the
entire production process and the consumption situation and, later, influences the
realisation. In contrast, the supplier/retailer sells implicitly not only the travel
products and services but a situation as well: implicitly (e.g. climatic conditions)
or explicitly (e.g. the atmosphere of a club resort). Consequently, evaluative
processes – pre- or post-experience – on the part of the consumer are not restricted
to the product and service attributes in a narrow sense.
Adopting such an extended conceptualisation of products and services the
question is raised to which degree traditional cognitivistic approaches (e.g. multiattribute
attitude models) for modelling choice and post-choice evaluation seem to
be appropriate and efficient. According to Güthoff (1995) the various service
quality models (e.g. Grönroos 1984, Corsten 1986) proposed in the literature are
2888

only apt to a limited degree to fully capture the complex service bundles.
However, while these models strongly emphasise the characteristics of the
services including process or interaction qualities, they neither consider explicitly
the situational factors nor the customer contribution. Bitner (1992) shows in her
servicescape framework theoretically that cognitive, emotional and physiological
responses on the part of the customer and on the part of the employee are
conceivable. These responses depend on environmental conditions (three
dimensions of the servicescape) and are moderated by personal traits and
situational factors. Though crowding phenomena are explicitly addressed within
the spatial layout dimension, psycho-social influences deriving from foreign
situations (e.g. different language, different habits and customs, multiple cultures
represented by other consumers and/or employees) do not appear in her
framework.
QUALITY AND VALUE CONCEPTS RECONSIDERED
Reviews of the abundant customer satisfaction literature (e.g. Yi 1991, Anderson
and Fornell 1994) show some evidence that the central – and in numerous cases
unique – source of customer satisfaction is quality. However, there is no product
or service that is valuable by itself but through the value creation with a consumer
(interactionist view). This valuation emerges on different dimensions
(intrinsic/extrinsic, active/reactive, and self-oriented/other oriented) and was
defined as an interactive relativistic preference experience (see Holbrook 1994).
Quality or excellence appears in Holbrook’s value typology as an extrinsic,
reactive and self-oriented value dimension. The quality concepts formulated by
Zeithaml (1988) and Steenkamp (1989) fit into this terminology emphasising the
instrumentality and achievement of usage goals. Yet, the operationalisation of the
quality constructs has shifted either to the higher level abstraction of the service
encounter (e.g. SERVQUAL) or to simple multi-attribute models on the product
level. Both approaches are related but opposed to the attitude model developed by
Ajzen and Fishbein (1977) or the expectancy-value model (Vroom 1964, Witt and
Wright 1992) as they do not make explicit the relationships between product
characteristics and more abstract consumer goals (Gutman 1982, Woodruff and
Gardial 1996).
According to the degree of customer participation and integration in the
production process (Engelhardt et al. 1993) and the interaction with situational
components the consumer perceives the utility or disutility of the entire service
experience or elements thereof. Preference building, decision making as well as
post-experience evaluation can always be expressed by approach and avoidance
criteria. This is consistent with the trade-off perspective between benefits and
disadvantages (Gutman and Reynolds 1983) and the exchange process paradigm
of production and consumption activities (Kotler 1991).
2889

Perceived risk models predominantly take care about the negative outcome or
consequences of the buying decision or consumption process. In addition to
functional and product risks other criteria such as political, weather, or crowding
( situation) and physical, time, or financial risks ( person/customer) have
been considered in various models (e.g. Kaplan et al. 1974; Mitchell and Boustani
1994; Roehl and Fesenmaier 1992; Stone and Gronhaug 1993; Chaudhuri 1998).
Addressing some of the constitutional domains of the service experience (cf.
Figure 1: product, situation, consumer) the risk approach decides a priori to
concentrate on the negative aspects of the exchange process. Without taking the
benefit side into account different weights for the various instrumentalities of the
service experience cannot be derived.
Hence, two methodological differences exist between quality models of any shape
and perceived risk models: 1. While the former emphasises on the positive aspects
related to the consumption experience the latter focuses on the negative
consequences. 2. The two approaches have different cognitive levels. While
quality models operate either on the attribute level or on intermediate
consumption goals (expected, perceived), risk models concentrate on the negative
instrumentalities of attributes. The integration of both perspectives could give
much more insight into the structure of preference building and satisfaction
generation than separate approaches.
This claim can be consistently embedded in the value framework outlined by
Woodruff (1997, p. 142): “Customer value is a customer's perceived preference
for and evaluation of those product attributes, attribute performances, and
consequences arising from use that facilitate (or block) achieving the customer's
goals and purposes in use situations. …it links together products with use
situations and related consequences experienced by goal-oriented customers. This
definition is anchored in a conceptual framework provided by a means-end type of
model.”
This value framework follows a hierarchical value concept (Rokeach 1973; Kahle
1984; Grunert 1990; Patterson and Spreng 1997) and puts “give” and “get”
components together. “Give” components are – in this extended product
conceptualisation – not limited to the customer’s financial contributions but
include any sacrifice (physical, psychological, time) necessary to achieve the
intended consumption experience.
SYNTHESIS AND IMPLICATIONS
A re-designed framework for measuring and creating customer value for complex
tourism bundles is outlined in Figure 2. It is labelled holiday preference model
though it is not limited to this kind of product classes and could be generalised to
a service preference model. It is based on the following principles discussed in the
previous sections:
2890

1. Extended product conceptualisation: the “delivered” products (and services),
the consumption situation and the consumer, altogether, give gestalt to the
travel experience.
2. Consumers may express their desired level of the attributes or characteristics
of all three domains associated with the relevant alternatives (Spreng,
MacKenzie and Olshavsky 1996). The product domains may have positive or
negative instrumentalities: benefits sought or inconveniences avoided.
3. These evaluative criteria (benefits, disadvantages) are applicable to a
particular product class (e.g. holiday trips) within which product alternatives
can be evaluated.
4. These criteria are dependent from more abstract cognitive levels such as
personal values, motives and the static-dynamic orientation (Wicklund 1986;
Gnoth et al. 1998).
5. Give and get components, both, contribute to a perceived overall value that
differentiates according to the source of contribution (product, situation,
customer) and the product alternative (Woodruff 1997).
6. Combined together, these three value components yield a preference for a
particular alternative. In general, the product with the highest preference
ranking will be chosen. Of course, unforeseen obstacles, personal (time
restrictions, sickness) or supply side factors (unavailability) may bias the link
between preference order and buying act.
Figure 1: Holiday Preference Model
Values
Motives
Static/
dynamic
orientation
Inconveniences
avoided
Benefits
sought
Instrumentality
Product
attributes
Situation
attributes
Consumer
attributes
strength of belief
expectations
Product
value
Situation
value
Consumer
value
Preferences
2891

Several steps of the elaboration of this preference model are not yet finished:
• The conditions of its applicability have to be discussed in detail. It is set out to
be useful in tourism and applicable in other complex service contexts as well.
• The operationalisation of the core evaluative elements (beliefs about
attributes, links to benefits and inconveniences) is still under construction. A
means-end approach (laddering technique) seems to be appropriate.
• The empirical test and application shall deliver the practical evidence for the
superiority of the model.
Despite these present limitations the following advantages should be mentioned:
• The model envisages high unifying power with integrating numerous existing
theories and concepts.
• The framework can be applied for a preference model in the pre-choice
situation as well as for a satisfaction model in the post-choice situation
without changing the basic concepts and conceptual links.
REFERENCES
Ajzen, I. and Fishbein, M. (1977), Attitude-behavior relations: a theoretical
analysis and review of empirical research. Psychological Bulletin, 84,888-918.
Anderson, E.W. and Fornell, C. (1994), A customer satisfaction research
prospectus, in Rust, R.T. and Oliver, R.L. (eds.), Service quality. New Directions
in Theory and Practice, Thousand Oaks, CA, Sage Publications, 241-268.
Bagozzi, R.P. (1975), Marketing as exchange. Journal of Marketing, 30(October),
32-39.
Bateson, J.E.G. (1977), Do we need service marketing. Marketing Consumer
Services: New Insights, Report 77-115, Boston, Marketing Science Insitute.
Bateson, J.E.G. (1979), Why we need services marketing, in Ferrell, O.C., Brown,
S.W. and Lamb, C.W. (eds.), Conceptual and theoretical development in
marketing, Chicago, American Marketing Association, 131-146.
Bateson, J.E.G. (1983), The self-service customer – empirical findings, in Berry,
L.L., Shostack, B.L. and Upah, G.D. (eds.), Emerging perspectives on services
marketing, Chicago, IL, American Marketing Association, 50-53.
Bateson, J.E.G. (1985), The self-service customer: an exploratory study. Journal
of Retailing, 61(3), 49-76.
2892

Berry, L.L. (1981), Perspectives on the retailing of services, in Stampfl, R.W. and
Hirschman, E.C. (eds.), Theory in retailing: traditional and nontraditional sources,
Chicago, American Marketing Association, 9-20.
Bitner, M.J. (1990), Evaluating service encounters: the effects of physical
surroundings and employee responses. Journal of Marketing, 58, 95-106.
Bitner, M.J. (1992), Servicescapes: The Impact of Physical Surroundings on
Customers and Employees. Journal of Marketing, 56, 57-71.
Bitner, M.J., Faranda, W.T., Hubbert, A.R. and Zeithaml, V.A. (1997), Customer
contributions and roles in service delivery. International Journal of Service
Industry Management, 8(3), 193-205.
Blois, K.J. (1974), The marketing of services: an approach. Journal of Marketing,
8, 137-149.
Bojanic, D.C. and Calantone, R.J. (1990), A contribution approach to price
bundling in tourism. Annals of Tourism Research, 17, 528-540.
Bowen, D.E. and Schneider, B. (1985), Boundary-spanning-role employees and
the service encounter: some guidelines for management and research, in Czepiel,
J.A., Solomon, M.R. and Surprenant, C.F. (eds.), The service encounter,
Lexington, MA, Lexington Books, 127-148.
Chaudhuri, A. (1998), Product class effects on perceived risk: The role of
emotion. International Journal of Research in Marketing, 15, 157-168
Corsten, H. (1986), Zur Diskussion der Dienstleistungsbesonderheiten und ihre
ökonomischen Auswirkungen. Jahrbuch der Absatz- und Verbrauchsforschung,
32(1), 16-41.
Czepiel, J.A., Solomon, M.R., Surprenant, C.F. and Gutman, E. (1985), Service
encounters: an overview, in the service encounter. , Czepiel, J.A., Solomon, M.R.
(eds.), Managing Employee/Customer Interaction in Service Businesses,
Lexington, MA, Lexington Books.
Dabholkar, P.A. (1996), Consumer evaluations of new technology-based selfservice
options: an investigation of alternative models of service quality.
International Journal of Research in Marketing, 13(1), 29-51.
Danahar, P.J. and Mattsson, J. (1994), Customer satisfaction during the service
delivery process. European Journal of Marketing, 28(5), 5-16.
Danahar, P.J. and Mattsson, J. (1998), A comparison of service delivery processes
of different complexity. International Journal of Service Industry Management,
9(1), 48-63.
2893

Engel, J.F., Blackwell, R.D. and Miniard, P.W. (1993), Consumer Behavior, 7th
ed., Fort Worth, The Dryden Press.
Engelhardt, W.H., Kleinaltenkamp, M. and Reckenfelderbäumer, M. (1993),
Leistungsbündel als Absatzobjekte. Zeitschrift für betriebswirtschaftliche
Forschung, 45(3), 395-426.
Enis, B.M. and Roering, K.J. (1981), Services Marketing: different products,
similar strategy, in Donnelly, J.H. and George, W.R.(eds.), Marketing of Services,
American Marketing Association, Chicago, 1-4.
Folkes, V.S. (1988), Recent attribution research in consumer behaviour: a review
and new directions. Journal of Consumer Research, 14, 548-565.
Geva, A. and Goldman, A. (1989), Changes in the perception of a service during
its consumption: A case of organised tours. European Journal of Marketing,
23(12), 44-52.
Gnoth, J., Zins, A.H, Lengmueller, R. and Boshoff, C. (1998), The Relationship
between Emotions, Mood and Motivation to Travel: towards a cross-cultural
measurement of flow, paper presented at the Consumer Psychology Conference,
Hilo, August 1998.
Goodall, B. (1991), Understanding holiday choice, in Cooper, C. P. (ed.), Progress
in Tourism, Recreation and Hospitality Management, Vol. 3, London, Belhaven,
58-77.
Green, P.E. and Wind, Y. (1984), Conjoint analysis of price premiums for hotel
amenities. Journal of Business, 57(1/2), 111-132.
Grönroos, C. (1984), A service quality model and its marketing implications.
European Journal of Marketing, 18(4), 36-44.
Grove, S.J. and Fisk, R.P. (1983), The dramaturgy of services exchange: an
analytical framework for services marketing, in Berry, L.L., Shostack, G.L. and
Upah, G.D.(eds.), Emerging Perspectives on Services Marketing, Chicago,
American Marketing Association, 45-49.
Grunert, K. (1990), Kognitive Strukturen in der Konsumforschung. Heidelberg,
Physica.
Guiltinan, J.P. (1987), The price bundling of services: a normative framework.
Journal of Marketing, 51(April), 74-85.
2894

Gutman, J. (1982), A means-end chain model based on copnsumer categorization
processes. Journal of Marketing, 46(Spring), 60-72.
Gutman, J. and Reynolds, T.J. (1983), Developing images for services through
menas-end chain analysis, in Berry, L.L., Shostack, G.L. and Upah, G.D. (eds.),
Emerging Perspectives on Services Marketing, Chicago, American Marketing
Association, 40-44.
Güthoff, J. (1995), Qualität komplexer Dienstleistungen. Konzeption und
empirische Analyse der Wahrnehmungsdimensionen. Wiesbaden, Deutscher
Universitätsverlag.
Holbrook, Morris B. (1994), The Nature of Customer Value: An Axiology of
Services in the Consumption Experience, in Rust, R.T. and Oliver, R.L. (eds.),
Service quality. New Directions in Theory and Practice, Thousand Oaks, CA,
Sage Publications, 21-71.
Howard, J.A. and Sheth, J.N. (1969), The theory of buyer behavior, New York,
Wiley.
Hubbert, A.R. (1995), Customer co-creation of service outcomes: effects of locus
of causality attributions, unpublished doctoral dissertation, Arizona State
University.
Judd, R. (1968), Similarities or differences in product and service retailing.
Journal of Retailing, 43(Winter), 1-9.
Kahle, L.R. (1984), Attitudes and social adaptation: a person-situation interaction
approach, Oxford, Pergamon.
Kaplan, L.B., Szybillo, G.J. and Jacoby, J. (1974), Components of Perceived Risk
in Product Purchase: A Cross-validation. Journal of Applied Psychology, 59(3),
278-91.
Kelley, S.W., Donnelly Jr., J.H. and Skinner, S.J. (1990), Customer participation
in service production and delivery. Journal of Retailing, 66(3), 315-335.
Kellogg, D.L., Youngdahl, W.E. and Bowen D.E. (1997), On the relationship
between customer participation and satisfaction: two frameworks. International
Journal of Service Industry Management, 8(3), 206-219.
Kinberg. Y. and Sudit, E.F. (1979), Country/service bundling in international
tourism: criteria for the selection of an efficient bundle mix and allocation of joint
revenues. Journal of International Business Studies, 10, 51-63.
2895

Kotler, P. (1973), Atmospherics as a marketing tool. Journal of Retailing,
48(Winter), 48-64.
Kotler, P. (1980), Principles of Marketing, Englewood Cliff, Prentice-Hall.
Kotler, P. (1991), Marketing Management, 7th ed., Englewood Cliffs, Prentice-
Hall.
Lovelock, C. (1979), Theoretical contributions from services and non-business
marketing, in Ferrell, O.C., Brown, S.W. and Lamb, C.W. (eds.), Conceptual and
theoretical development in marketing, Chicago, American Marketing Association,
147-165.
Lovelock, C. (1981), Why marketing management needs to be different for
services, in Donnelly, J.H. and George, W.R. (eds.), Marketing of Services,
Chicago, IL, American Marketing Association, 5-9.
Lusch, R.F., Brown, S.W. and Brunswick, G.J. (1992), A general framework for
explaining internal vs. External exchange. Journal of the Academy of Marketing
Science, 10, 119-34.
Mathieson, A. and Wall, G. (1982), Tourism: economic, physical and social
impacts, London, Longman.
Mitchell, V.-W. and Boustani, P. (1994), A preliminary investigation into pre- and
post-purchase risk perception and reduction. European Journal of Marketing,
28(1), 56-71.
Moutinho, L. (1987), Consumer behaviour in tourism. European Journal of
Marketing, 21(10),3-44.
Patterson, P.G. and Spreng, R.A. (1997), Modelling the relationship between
perceived value, satisfaction and repurchase intentions in a business-to-business,
services context: an empirical examination. International Journal of Service
Industry Management, 8(5), 414-434.
Roehl, W.S. and Fesenmaier, D.R. (1992), Risk perception and pleasure travel: an
exploratory analysis. Journal of Travel Research, 30(4), 17-26.
Rokeach, M. (1973), The nature of human values, New York, Free Press.
Schmoll, G.A. (1977), Tourism Promotion, London, Tourism International Press.
Sheldon, P.J. and Mak, J. (1987), The demand for package tours: a mode choice
model. Journal of Travel Research, XXV(3), 13-17.
2896

Shostack, L.G. (1979), The service marketing frontier, in Zaltman, G. and
Bonoma, T. (eds.), Review of Marketing 1978, Chicago, American Marketing
Association, 373-388.
Spreng, R.A., MacKenzie, S.B. and Olshavsky, R.W. (1996), A reexamination of
the determinants of consumer satisfaction. Journal of Marketing, 60(July), 15-32.
Steenkamp, J.B.E.M. (1989), Product quality: An investigation into the concept
and how it is perceived by consumers, Assen/Maastricht, Van Gorcum.
Stone, R.N. and Gronhaug, K. (1993), Perceived risk: further considerations for
the marketing discipline. European Journal of Marketing, 27(3), 39-50.
Vroom, V.H. (1964), Work and motivation, New York, Wiley.
Wicklund, R. A. (1986), Orientation to the environment vs. preoccupation with
human potential. In M. Sorrentino & E. T. Higgins (Eds.), Handbook of motivation
and cognition: Foundations of social behaviour, NewYork: Guilford, 64-95.
Witt, S. and Wright, P. (1992), Tourist motivation: life after Maslow, in, Johnson,
P., Thomas, B. (eds.), Choice and demand in tourism, London, Mansell, 33-55.
Woodruff, R.B. (1997), Customer value: the next source for competitive
advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
Woodruff, R.B.and Gardial S.F. (1996), Know your Customer: New Approaches
to Customer Value and Satisfaction, Cambridge, Blackwell.
Yi, Y. (1991), A critical review of consumer satisfaction, in Zeithaml, V.A. (ed.),
Review of Marketing 1990, Chicago, American Marketing Association, 68-123.
Zeithaml, V.A. (1988), Consumer perceptions of price, quality, and value: A
means-end model and synthesis of evidence. Journal of Marketing, 52,2-22.
2897