Zeszyt naukowy - całość - Wydział ZarzÄ dzania i Ekonomiki Usług

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Margarita Platace
Professor Elisante ole Gabriel marks out, that value is the customer’s perception
about whole bundle of benefits, being tangible or intangible, which satisfy the
needs of the customer timely, effectively and efficiently 11 .
Value needs to be co-created, though value is considered as a bundle of benefits,
customer has incurred some costs to obtain the value 12 . These costs can be in
form of money, efforts, time, opportunity, costs, etc. Therefore, for the customer to
be satisfied or dissatisfied depends on the net value between the total customer
value and total customer cost. According to Professor Elisante ole Gabriel 13 .
Customer delivered Value (net value) = CV (Customer Value) – CC (Customer
Costs).
In other words
Customer value = quality – price
Customer value is created when customer perceives that the benefit of consuming
products/services exceeds the perspective, benefit is identified as quality, while
sacrifice is represented as a price 14 .
Notions of trade-off = benefit – sacrifices
Several scholars have tried to define the notion. Quinn and Gagon defined
services by saying what they are not: “Services are actually all those economic
activities in which the primary output is neither a product nor a construction” 15 .
A service is a complicated phenomenon, which is normally perceived in
a subjective manner. When customers describe a service, expressions such as experiences,
trust, feelings, and security are used. More communication oriented is
definition by Gronroos: “A service is an activity or series of more or less intangible
nature that, normally, but not necessarily, take place in interactions between the
customer and the service employee and/or physical resources or goods and/or systems
of the service provider which are provided as solutions to customer problems”
16 .
The above definitions state that services are activities or processes characterized
by two central notions: intangibility and simultaneity.
11
E. Gabriel, op.cit., pp. 59–64.
12
P. Kotler, Marketing Management: Analysis, Planning, Implementation and Control,
Englewood Clifs, Prentice-Hall, NJ 1997.
13
E. Gabriel, Choosing an Epistemic Stance, “The African Journal of Finance and Management”
2003, No. 11, pp. 59–64.
14
S.F. Slater, J.C. Narver, Intelligence generation and superior customer value, “Journal of
Academy of Marketing Science” 2000, No. 28, pp. 120–127.
15
J.B. Quinn, C.E. Cagnon, Will services follow manufacturing into decline? “Harvard
Business Review”, Nov–Dec 1986, pp. 95–103.
16
C. Gronroos, Service Management and Marketing: Managing the Moments of Truth in
Service Competition, John Wiley & Sons, 1990.