The Effect of Perceived Benefit and Sacrifice Components on Perceived Customer Value

Year 2015, Volume: 15 Issue: 3, 379 - 400, 01.08.2015

Ümit Başaran Ramazan Aksoy

Abstract

This study investigates the relationships between perceived benefit and sacrifice components and perceived customer value. The purpose of the study is to analyze the factors that affect the perceived customer value within the scope of benefit and sacrifice components in the field of intercity passenger transportation. It is supposed to contribute to theory and practice through conceptualizing of the perceived customer value within the scope of benefit and sacrifice components. For this purpose, empirical evidence was gathered from 552 consumers that purchased services from the companies operating in the field of intercity passenger transportation in Zonguldak. The results show that within the scope of benefit components functional, emotional and social benefits have a significant effect on perceived customer value and within the scope of sacrifice components monetary cost has a significant effect on perceived customer value. On the other hand, it has been determined that time/effort cost has an insignificant effect on perceived customer value. In the context of these results, it is supposed that the companies which want to increase perceived customer value should focus on the benefit factors and make improvements on them. Also, as a part of sacrifice factors they should give importance particularly to the pricing policies and strategies

Keywords

Perceived customer value, perceived benefits, perceived sacrifices

Algılanan Fayda ve Fedakarlık Bileşenlerinin Algılanan Müşteri Değeri Üzerindeki Etkisi

Abstract

Bu çalışma, algılanan fayda ve fedakarlık bileşenleri ile algılanan müşteri değeri arasındaki ilişkiye odaklanmaktadır. Çalışmanın amacı, şehirlerarası kara yolu yolcu taşımacılığı alanında tüketiciler tarafından algılanan müşteri değeri üzerinde etkili olan faktörleri fayda ve fedakarlık bileşenleri çerçevesinde analiz etmektir. Algılanan müşteri değerinin fayda ve fedakarlık bileşenleri çerçevesinde kavramsallaştırılmasının teoriye ve uygulamaya önemli katkılar sağlayacağı düşünülmektedir. Bu amaç kapsamında çalışma, Zonguldak ili şehirlerarası kara yolu yolcu taşımacılığı alanında faaliyet gösteren işletmelerden hizmet satın almış 552 tüketici üzerinde gerçekleştirilmiştir. Analiz sonucunda, belirtilen işletmelerden hizmet satın almış tüketicilerin algıladıkları müşteri değeri üzerinde algılanan fayda bileşenleri kapsamında fonksiyonel, duygusal ve sosyal faydanın, fedakarlık bileşenleri kapsamında ise parasal maliyetin etkili olduğu belirlenmiştir. Buna karşılık, zaman/çaba maliyetinin algılanan müşteri değeri üzerindeki etkisinin anlamsız olduğu tespit edilmiştir. Bu sonuçlar çerçevesinde müşterileri tarafından algılanan değeri artırmak isteyen işletmelerin, tüketicilere sunulan fayda unsurlarına odaklanarak, bu unsurlar üzerinde iyileştirmeler yapması gerekmektedir. Bununla birlikte, fedakarlık unsurları çerçevesinde özellikle fiyatlama politika ve stratejilerine önem vermeleri önerilmektedir

Keywords

Algılanan müşteri değeri, algılanan fayda, algılanan fedakarlık

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