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(1997). COMPETITION VC is emphasised, or intensified, or most overtly exposed, in a competitive environment (Woodruff,
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(1999). Conceptualising ‘Value for the Customer’ 32 Tzokas,
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(1996). Conceptualising ‘Value for the Customer’ 40 TABLE C. PRICING FACTORS As VC to the customer increases, so does value to the company (Reichheld,
(1998). Conceptualising ‘Value for the Customer’ 40 TABLE C. PRICING FACTORS THE MARKET AS A CONTEXT Perceptions of VC are partially governed by a ‘reference price’ that is determined by surveying the market (Grewal, Monroe and Krishnan,
(1996). Conceptualising ‘Value for the Customer’ 41 APPENDIX 3 Relationship To Associated Properties (Quality, satisfaction, purchase intentions and re-purchase) Quality is central to the consumption experience, VC is central to preference and choice
(2003). Conceptualising ‘Value for the Customer’ 42
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(1997). Different types of customer look for different types of VC. This is true both within, and between markets (Piercy,
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(1994). PLEASE NOTE … Customers choose one product over another because they believe they will get better VC than they could expect from an alternative (Gale,
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(1996). VC TO THE BUSINESS As VC to the customer increases, so does value to the company (Reichheld,
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