Purpose: The aim of this paper is to propose a theoretically grounded conceptual framework regarding the relationships existing between customer education and customer perceived value, mediated by customer evaluation skills. Methodology: This is a conceptual paper whose analytical approach draws heavily on theoretical evidence published in service marketing and management literature. Findings: Customer education is a under-researched concept in the service marketing and management literature. It is a multilevel process aimed at informing and training customers in order to increase their knowledge levels (basic, general, and deep). It affects customer perceived value in terms of benefits (skill of information evaluation, satisfaction and appreciation, perceived risk, purchasing power, and protection of rights and interests), and outlays (economic commitment, product complexity, information accessibility, time employed, cognitive and behavioral effort, and resulting stress). Customer evaluation skill mediates this relationship. Practical implications: Providing to customers a number of aspects and tools for evaluating products reduces information asymmetries between a company and its customers. However, at least in principle, this can reduce the power of the company. Therefore, managers should consider this risk by both creating knowledge about service alternatives and evaluating what information can be offered to customers for increasing their knowledge levels. Managers should not block the development of initiatives aimed at strengthening customers education because they allow companies to obtain a number of advantages. Originality/value: The study contributes to enrichment of analyses of customer education by proposing a conceptual framework primarily considering cognitive dimension of the post-purchase evaluation phase.

Customer Education, Evaluation Skills And Perceived Value: A Theoretical Framework

BONFANTI, Angelo;BRUNETTI, Federico
2014

Abstract

Purpose: The aim of this paper is to propose a theoretically grounded conceptual framework regarding the relationships existing between customer education and customer perceived value, mediated by customer evaluation skills. Methodology: This is a conceptual paper whose analytical approach draws heavily on theoretical evidence published in service marketing and management literature. Findings: Customer education is a under-researched concept in the service marketing and management literature. It is a multilevel process aimed at informing and training customers in order to increase their knowledge levels (basic, general, and deep). It affects customer perceived value in terms of benefits (skill of information evaluation, satisfaction and appreciation, perceived risk, purchasing power, and protection of rights and interests), and outlays (economic commitment, product complexity, information accessibility, time employed, cognitive and behavioral effort, and resulting stress). Customer evaluation skill mediates this relationship. Practical implications: Providing to customers a number of aspects and tools for evaluating products reduces information asymmetries between a company and its customers. However, at least in principle, this can reduce the power of the company. Therefore, managers should consider this risk by both creating knowledge about service alternatives and evaluating what information can be offered to customers for increasing their knowledge levels. Managers should not block the development of initiatives aimed at strengthening customers education because they allow companies to obtain a number of advantages. Originality/value: The study contributes to enrichment of analyses of customer education by proposing a conceptual framework primarily considering cognitive dimension of the post-purchase evaluation phase.
9788890432743
customer education; consumer information; consumer knowledge; customer perceived value; customer expertise; customer evaluation skill; conceptual framework; management
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11562/782565
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