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- Title
GLOVAL ÖLÇEĞİ İLE BELEDİYE HİZMETLERİNDE MÜŞTERİNİN ALGILADIĞI DEĞERİNİN BELİRLENMESİ -KAYSERİ BÜYÜKŞEHİR ÖRNEĞİ
- Authors
Sariyer, Nilsun
- Abstract
The perceived value in marketing has a consequential role in the frame of customer relations management and consumer behavior. The perceived value gets important especially after the stage of consumer satisfaction and consumer retention. Plenty of terms can be seen in the literature used instead of the "perceived value" such as the value of costumer, the value of consumption, the perceived value of costumer, value, obtaining value, net value of costumer. Most of the people who work on this term have created their own definitions. The diversity of the term has brought out different approaches related to the value. The approaches about the perceived value are especially noteworhty. The perceived value dimensions are benefited on the explanation of a customer's attitudes and behaviours while purchasing a good. There are two different approaches about these value dimensions. The ones who support the first approach represent that the perceived value can be explained with one dimension. The sole dimension can be considered as the price or the endured sacrifice. According to this approach, the costumer gets a value after evaluating three processes together; before purchasing, during purchasing and after purchasing. Due to this reason, the perceived value can be determined after the usage. The ones who support the second approach mention the multidimensional structure of the value. The supporters of this approach expresses that the value has the dimensions of functional value, social value, emotional value, logical value, informational value. Although the ones who study on this topic mention about different kinds of the value, they represent the value with more than one dimension. In this approach, the value can be measured in the processes of before purchasing, during purchasing and after purchasing. Thanks to this, the perceived value of the customer can be measured at any time of purchasing. On this topic, the PERVAL scale developed by Sweeney and Soutar is commonly used. This scale is about durable consumer goods. The studies about the scale show that the scale is applicable. According to this scale, the dimensions of the perceived value can be considered with the dimensions of economical value, quality, emotional value and social value. When the studies about the perceived value of the services are analyzed, it is possible to face up with Petrick's SER-PERVAL scale prepared by getting inspiration from the scale of PERVAL. This scale has five dimensions as quality, emotional value, financial price, behavioral price and esteem. Sanchez et all. called GLOVAL developed a scale by naming it with the studies about the perceived value in services. During preparing this scale, PERVAL and SERPERVAL scales have been benefited. The scale which is used in order to determine the perceived value in services, also displays the multi-dimensional structure of the perceived values in services.…
- Subjects
KAYSERI (Turkey); TURKEY; CUSTOMER relations; MUNICIPAL services; SOCIAL values; ANALYSIS of variance; MATHEMATICAL statistics; CUSTOMER satisfaction; PROFESSIONALISM; CONSUMER behavior
- Publication
Gazi University Journal of Economics & Administrative Sciences, 2008, Vol 10, Issue 3, p163
- ISSN
1302-2024
- Publication type
Article