The Dynamic Nature of Customers’ Criteria For Assessing Customer Value: a Longitudinal Investigation

Jeroen Bleijerveld, Universiteit Maastricht, The Netherlands
Dwayne Gremler, Bowling Green State University
Jos Lemmink, Universiteit Maastricht, The Netherlands
Although acknowledging its dynamic nature, current research treats customers’ criteria for assessing customer value as stable. This study investigates how these criteria develop during customers’ patronage of a service provider. More specifically, customers’ means-end structures of assessment criteria are measured longitudinally to investigate how these develop during their relationship with the service provider. The improved understanding of the dynamic nature of customer value criteria offered will benefit customer value theory and measurement, but also service providers looking for a better understanding of customer loyalty / defection decisions.
[ to cite ]:
Jeroen Bleijerveld, Dwayne Gremler, and Jos Lemmink (2008) ,"The Dynamic Nature of Customers’ Criteria For Assessing Customer Value: a Longitudinal Investigation", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 924-925.