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عنوان فارسی مقاله: دیدگاه مشتری نسبت به ارزش دهی به محصولات و خدمات نوآورانه
عنوان انگلیسی مقاله: Customer perspective of value for innovative products and services
مجله/کنفرانس: رویه – علوم اجتماعی و رفتاری_Procedia – Social and Behavioral Sciences
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی
کلمات کلیدی فارسی: ارزش افزوده، ارزش دهی مشتری، ارزش مورد نظر، مدل کانو
کلمات کلیدی انگلیسی: added value; customer value; desired value; Kano model
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.sbspro.2018.03.025
دانشگاه: Politehnica University Timisoara, Pta Victoriei, No.2, 300006, Timisoara, Romania
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2018
ایمپکت فاکتور: 0 در سال 2015
شاخص H_index: 39 در سال 2019
شاخص SJR: 0.158 در سال 2015
شناسه ISSN: 1877-0428
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 7
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: خیر
کد محصول: E12110
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Customer Value Perceptions and Approaches


3- Added Value, a Multidimensional Construct


4- Conclusions


References

نمونه متن انگلیسی مقاله

Abstract


Innovation is an important competitive advantage for market success. Faster, cheaper, better are the keywords of the current competitive environment. For this to occur, products and services need to address customer needs in such a way as to fulfil what they expect but in the same time delight them through unexpected and attractive features. The theory of attractive quality uses the Kano methodology, a value components model, when thinking about product features in this way. Unfortunately, the Kano questionnaire mainly analyses customer satisfaction regarding an existing offer, thus a post purchase evaluation. In the case of new and innovative products or services, we do not have prior consumer value or a “standard” to compare it with. Therefore, we must rely on pre-purchase judgment. But what is desired customer value and with what concepts should it be associated with? The present paper aims to delimit customer value pre-purchase perception from post-purchase perception and determine the terms and key words which best represent the customer’s perspective in this situation. The ultimate goal is to present a first conceptual step into the development of an alternative to the Kano model for the design stage of innovative products and services.


Introduction


Innovation today represents a desired outcome for all corporate products and services. It guarantees that a specific offer will not become easily a commodity. We start product and service innovative design by thinking about customer requirements, what is of value for the customer. Value is the outcome of an evaluative judgement (Sánchez-Fernandez & Iniesta-Bonillo, 2006). Customers develop criteria for preference judgement due to their specific values. Understanding customer demands/needs and determining their differences seem to be the key for first time right design. According to Raharjo (2007), the cost of not having accurate voice of customer is substantially huge since it determines all the subsequent downstream processes. The interesting thing about customers is that not all product/service attributes are viewed as equally important to them; there is a non-linear relationship between performance of quality attributes and overall customer satisfaction (Lin et al, 2010). And service providers or manufacturers must understand the effects of different quality attributes in order to allocate resources to increase customer satisfaction or minimize dissatisfaction (Fynes & De Búrca, 2005).

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