IDEAS home Printed from https://ideas.repec.org/a/zbw/fubjbm/76797.html
   My bibliography  Save this article

Customer's potential value: The role of learning

Author

Listed:
  • Komulainen, Hanna
  • Mainela, Tuija
  • Tähtinen, Jaana

Abstract

Current views on value creation emphasize the role of the customer, mutual investments, and value co-creation. Nevertheless, at present the customer-focused research concentrates on value expectations and value experiences as outcomes but disregards the analysis of potential value that is dependent on the customer's activity and learning in the process. The present study explores customer perceived value as a multidimensional phenomenon incorporating expected, realized, and potential dimensions. Using a real-life experiment, the study shows the role of customer learning particularly in realizing the potential value of novel technological services. To understand and achieve the potential value, customers need first to unlearn their current practices, second, to learn how to use the novel service, and third, to envision the best ways to use the novel service. Hence, a sacrifice made in the present day (i.e. learning efforts) will increase the potential value-in-use in the future.

Suggested Citation

  • Komulainen, Hanna & Mainela, Tuija & Tähtinen, Jaana, 2013. "Customer's potential value: The role of learning," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 6(1), pages 1-21.
    • Handle: RePEc:zbw:fubjbm:76797
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/76797/1/751117188.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    2. Andreas Eggert & Wolfgang Ulaga, 2002. "Customer perceived value: a substitute for satisfaction in business markets?," Post-Print hal-00484980, HAL.
    3. Wolfgang Ulaga, 2003. "Capturing value creation in business relationships: A customer perspective," Post-Print hal-00484963, HAL.
    4. Peter J. Lane & Michael Lubatkin, 1998. "Relative absorptive capacity and interorganizational learning," Post-Print hal-02311860, HAL.
    5. Blocker, Christopher P., 2011. "Modeling customer value perceptions in cross-cultural business markets," Journal of Business Research, Elsevier, vol. 64(5), pages 533-540, May.
    6. Liu, Annie H. & Leach, Mark P. & Bernhardt, Kenneth L., 2005. "Examining customer value perceptions of organizational buyers when sourcing from multiple vendors," Journal of Business Research, Elsevier, vol. 58(5), pages 559-568, May.
    7. Dubois, Anna & Gadde, Lars-Erik, 2002. "Systematic combining: an abductive approach to case research," Journal of Business Research, Elsevier, vol. 55(7), pages 553-560, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rifat Sharmelly & Anton Klarin, 2021. "Customer Value Creation for the Emerging Market Middle Class: Perspectives from Case Studies in India," JRFM, MDPI, vol. 14(10), pages 1-18, September.
    2. Zheng Ma & Alla Asmussen & Bo Nørregaard Jørgensen, 2018. "Industrial Consumers’ Smart Grid Adoption: Influential Factors and Participation Phases," Energies, MDPI, vol. 11(1), pages 1-20, January.
    3. Le Hau & Pham Thuy, 2012. "Impact of service personal values on service value and customer loyalty: a cross-service industry study," Service Business, Springer;Pan-Pacific Business Association, vol. 6(2), pages 137-155, June.
    4. Brzustewicz, Paweł & Escher, Iwona & Hatami, Akram & Hermes, Jan & Keränen, Anne & Ulkuniemi, Pauliina, 2022. "Emergence of social impact in company–NGO relationships in corporate volunteering," Journal of Business Research, Elsevier, vol. 140(C), pages 62-75.
    5. Susan Geertshuis & Otto Krickl, 2013. "Value Judgements and Continuing Education," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 2(1), pages 123-141.
    6. Klanac, Nataša Golik, 2013. "An integrated approach to customer value: A comprehensive-practical approach," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 6(1), pages 22-37.
    7. Sánchez-Fernández, Raquel & Iniesta-Bonillo, M. à ngeles, 2009. "Efficiency and quality as economic dimensions of perceived value: Conceptualization, measurement, and effect on satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 425-433.
    8. Nudurupati, Sai Sudhakar & Bhattacharya, Arijit & Lascelles, David & Caton, Nicholas, 2015. "Strategic sourcing with multi-stakeholders through value co-creation: An evidence from global health care company," International Journal of Production Economics, Elsevier, vol. 166(C), pages 248-257.
    9. Srivardhini K. Jha & Charles Dhanaraj & Rishikesha T. Krishnan, 2018. "From Arbitrage to Global Innovation: Evolution of Multinational R&D in Emerging Markets," Management International Review, Springer, vol. 58(4), pages 633-661, August.
    10. Agustinus A. Toryanto & Hasyim, 2017. "Networking Quality and Trust in Professional Services," European Research Studies Journal, European Research Studies Journal, vol. 0(3A), pages 354-370.
    11. Blocker, Christopher P., 2011. "Modeling customer value perceptions in cross-cultural business markets," Journal of Business Research, Elsevier, vol. 64(5), pages 533-540, May.
    12. Steinmo, Marianne & Rasmussen, Einar, 2018. "The interplay of cognitive and relational social capital dimensions in university-industry collaboration: Overcoming the experience barrier," Research Policy, Elsevier, vol. 47(10), pages 1964-1974.
    13. Komppula, Raija & Gartner, William C., 2013. "Hunting as a travel experience: An auto-ethnographic study of hunting tourism in Finland and the USA," Tourism Management, Elsevier, vol. 35(C), pages 168-180.
    14. Alessia Anzivino & Marta Galli & Roberta Sebastiani, 2021. "Addressing Tensions and Paradoxes in Sustainable Wine Industry: The Case of the Association “Le Donne Del Vino”," Sustainability, MDPI, vol. 13(8), pages 1-19, April.
    15. Dimitratos, Pavlos & Plakoyiannaki, Emmanuella & Pitsoulaki, Antigoni & Tüselmann, Heinz Josef, 2010. "The global smaller firm in international entrepreneurship," International Business Review, Elsevier, vol. 19(6), pages 589-606, December.
    16. Balboni, Bernardo & Marchi, Gianluca & Vignola, Marina, 2017. "Knowledge transfer in the context of buyer–supplier relationship: An analysis of a supplier's customer portfolio," Journal of Business Research, Elsevier, vol. 80(C), pages 277-287.
    17. Professor Anil Keskar & More Pranay, 2018. "Relationship Value –A Study of Various Published Articles," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 9(2), pages 96-112, May.
    18. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2020. "A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL)," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    19. Clément Dubreuil & Delphine Dion & Stéphane Borraz, 2023. "For the Love of the Game: Moral Ambivalence and Justification Work in Consuming Violence," Journal of Business Ethics, Springer, vol. 186(3), pages 675-694, September.
    20. Bhatti, Waheed Akbar & Larimo, Jorma & Servais, Per, 2020. "Relationship learning: A conduit for internationalization," International Business Review, Elsevier, vol. 29(3).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:fubjbm:76797. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: http://jbm-online.net/index.php/jbm/index .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.