Other Teaching and Training Material | 2014

Marketing Reading: Creating Customer Value

by Sunil Gupta

Abstract

This Reading explores how firms can create value for their customers. The goal of any business is to delight customers by understanding its customers' needs and to provide products and services to meet those needs. As a result, it is critical to understand what customers value and how firms can offer products and services by creating different types of value for their customers. The purpose of this Reading is to help students understand customers' perspectives on what they value and why. The Reading describes four types of customer value—economic, functional, experiential/psychological, and social. A supplemental Reading looks at how to manage customer expectations.

Keywords: consumer behavior; Consumer marketing; customer experience; Network Effects; service profit chain; total customer value;

Language: English Format: Print Purchase

Citation:

Gupta, Sunil. "Marketing Reading: Creating Customer Value." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8176, 2014.

About the Author

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Sunil Gupta
Edward W. Carter Professor of Business Administration
Chair, General Management Program
Marketing

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