Assessment of the concept of value from a consumer perspective in marketing and design: a conceptual revision
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2012v10n17.1148Keywords:
Marketing, design, value, consumerAbstract
From a descriptive and reflexive perspective, this article seeks to characterize, classify and analyze the concept of value in marketing and design, identifying their elements in common and differences and those that do not consider their interrelationship and importance. First, there is an approach to the concept of value, then an exploration of the same from both disciplines, identifying the main conceptual pillars to compare them and analyze them as a whole. In conclusion it was determined that the characterization, identification and classification of the concept of value contributes enormously to the research of value in both areas and that the gap between these concepts comes from conceptual differences and especially from the importance given to each one.
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References
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Ariely, D., & Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature reviews. Neuroscience, 11(4), 284.New York, USA.
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Berger, P., & Nasr, N. (1998). Customer lifetime value: Marketing models and applications. Journal of Interactive Marketing, 12(1), 1730. London,UK.
Berry, L. (1995). Relationship marketing of services - growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245. Ruston, USA
Bloch, P. (1995). Seeking the ideal form: Product design and consumer response. The Journal of Marketing, 59(3), 16-29. Chicago, USA.
Bonsiepe, G. (1993). Las 7 columnas del diseño. Editorial UAM-Unidad Azcapotzalco, 1. Axcapotzalco, Mexico.
Borle, S., Singh, S., & Jain, D. (2008). Customer lifetime value measurement. Management science, 54(1), 100. Hanover, USA.
Bowman, C., & Ambrosini, V. (2010). How value is created, captured and destroyed. European Business Review, 22(5), 479-495.
Brown, T. (2009). Change by design: how design thinking transforms organizations and inspires innovation: HarperBusiness. New York, USA.
Bruce, M., & Daly, L. (2007). Design and marketing connections: creating added value. Journal of marketing management, 23(9-10), 929-953. Morehead, USA.
Carson, S., Devinney, T., Dowling, G., & John, G. (1999). Understanding institutional designs within marketing value systems. The Journal of Marketing, 63, 115-130. Chicago, USA.
Christopher, M. (1991). Relationship marketing: bringing quality customer service and marketing together. Butterworth Heinemann. Oxford, UK.
Cronin Jr, J., Brady, M., & Hult, G. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218. Tucson, USA.
Dahan, E., & Mendelson, H. (2001). An extremevalue model of concept testing. Management science, 47(1), 102-116.Hanover, USA.
Desai, P., Kekre, S., Radhakrishnan, S., & Srinivasan, K. (2001). Product differentiation and commonality in design: Balancing revenue and cost drivers. Management science, 47(1), 37-51. Hanover, USA.
Duarte, N. (2008). Slideology: The Art and Science of Presentation Design. Taschenbuch, O’Reilly Media, 978-0596522346. Sebastopol, USA.
Duque, E. (2005). Revisión del concepto de calidad del servicio y sus modelos de medición. Revista Innovar, 15, 25. Bogotá, Colombia
Fugate, D. L. (2008). Marketing services more effectively with neuromarketing research: a look into the fu
Gallarza, M. G., Gil Saura, I., & Holbrook, M. B. (2011). The value of value: Further excursions on the meaning and role of customer value. Journal of Consumer Behaviour, 10(4), 179191.
Gallego, J. (2007). Economía del conocimiento e innovación. In M. Palacio, R. Domínguez & H. Cardona (Eds.), Ética, Innovación y Estética. Instituto tecnológico metropolitano. Medellín, Colombia.
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Gil, I., & Molina, M. E. R. (2009). Valor de la relación, compromiso, TIC y lealtad en el canal de comercialización. Innovar. Revista de Ciencias Administrativas y Sociales(33), 77-90. Bogotá, Colombia
Glosten, L., Jagannathan, R., & Runkle, D. (1993). On the relation between the expected value and the volatility of the nominal excess return on stocks. Journal of finance, 48(5), 1779-1801. Aldan, USA.
Gómez-Senent Martínez, E., & Capuz Rizo, S. (1999). El proyecto y su dirección y gestión. Universidad Politécnica de Valencia. Valencia, España.
Grönroos, C. (1997a). Keynote paper From marketing mix to relationship marketingtowards a paradigm shift in marketing. Management decision, 35(4), 322-339.
Grönroos, C. (1997b). Value-driven relational marketing: from products to resources and competencies. Journal of marketing management, 13(5), 407-419. Scotland, UK.
Grönroos, C. (2004). The relationship marketing process: communication, interaction, dialogue, value. Journal of Business & Industrial Marketing, 19(2), 99-113.
Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., et al. (2006). Modeling customer lifetime value. Journal of Service Research, 9(2), 139. Haryana, India
Hogan, J. (2001). Expected Relationship Value:: A Construct, a Methodology for Measurement, and a Modeling Technique. Industrial Marketing Management, 30(4), 339-351. Vernon, USA.
Holbrook, M. (1996). Special session summary customer value a framework for analysis and research. Advances in Consumer Research, 23, 138-142. Duluth, USA.
Holbrook, M., & Gardner, M. (1993). An approach to investigating the emotional determinants of consumption durations: why do people consume what they consume for as long as they consume it? Journal of Consumer Psychology, 2(2), 123-142.New York, USA.
Holbrook, M., & Hirschman, E. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140. Madison, USA
Holbrook, M., Sánchez, R., & Iniesta, M. (2009). The conceptualisation and measurement of consumer value in services. International Journal of Market Research, 51(1), 93-113. Oxford, UK.
Igarashi, T., Medina, F., Brattinga, P., & Baur, R. (1993). Mi relación con el Diseño; El diseño, una vision global; El diseño en un mundo finito; Diseño por substracción. In M. Senestrari (Ed.), Ensayos sobre Diseño. Ediciones Infinito. Buenos Aires, Argentina.
Jain, D., & Singh, S. (2002). Customer lifetime value research in marketing: A review and future directions. Journal of Interactive Marketing, 16(2), 34-46. London, UK.
Jonas, W. (2001). A scenario for design. Design issues, 17(2), 64-80. Cambridge, USA
Jones, C. (1982). Métodos de Diseño.Editorial Gustavo Gili. Barcelona, España.
Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is neuromarketing? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199-204.
Lidwell, W., Holden, K., & Butler, J. (2005). Principios Universales de Diseño. Blume. Barcelona, España.
Llompart, R. (2009). La importancia del Diseño de Comunicación Visual desde las enseñanzas artísticas medias y superiores. Paper presented at the Encuentro Latinoamericano de Diseño. Palermo, Argentina.
Maeda, J. (2006). The laws of simplicity: The MIT Press. Cambridge, USA.
Mele, C. (2007). The synergic relationship between TQM and marketing in creating customer value. Managing Service Quality, 17(3), 240-258.
Monroe, K. B. (1979). Price: Making profitable decisions.McGraw-Hill. New York, USA.
Montaña, J. (1991). Diseño de nuevos productos. Temes de disseny, 12. Barcelona, España.
Montaña, J. (2004). Design management in the creation of brands.Barcelona, España
Montaña, J., & Fundación, B. (2001). Diseño: Rentabilidad social y rentabilidad económica. Ministerio de Ciencia y Tecnología. Barcelona, España.
Morgan, R., & Hunt, S. (1994). The commitmenttrust theory of relationship marketing. The Journal of Marketing, 58(3), 20-38. Chicago, USA.
Munari, B., & Rodríguez, C. A. (1989). ¿Cómo nacen los objetos? : Gustavo Gili. Barcelona, España
Naranjo, S. (2000). La equidad de marca “brand equity” una estrategia para crear y agregar valor. Estudios Gerenciales. Cali, Colombia.
Norman, D. (1990). La Psicología de los objetos cotidianos. Editorial Nerea. Madrid, España.
Otto, K. N., & Wood, K. L. (2000). Product design: Prentice Hall Englewood Cliffs, New Jersey.USA
Parasuraman, A. (1997). Reflections on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science, 25(2), 154-161. Ruston, USA.
Parasuraman, A., Berry, L., & Zeithaml, V. (1991). Understanding customer expectations of service. Sloan Management Review, 32(3), 39-48. Cambridge, USA.
Payne, A., & Holt, S. (2001). Diagnosing customer value: integrating the value process and relationship marketing. British Journal of Management, 12(2), 159-182. UK.
Pugh, S. (1991). Total design: integrated methods for successful product engineering: Wokingham, England.
Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19-30.
Renvoisé, P., & Morin, C. (2007). Neuromarketing: Understanding the Buy Buttons in Your Customer’s Brain.Sales Brain LLC, Nashville, USA.
Rodríguez, G. (1997). Manual de diseño industrial: Gustavo Gili , DF, Mexico.
Sanchez-Fernandez, R., & Iniesta-Bonillo, M. (2006). Consumer perception of value: Literature review and a new conceptual framework. Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior, 19, 40. La Verne, USA.
Sánchez-Fernandez, R., & Iniesta-Bonillo, M. (2009). La estética y la diversión como factores generadores de valor en la experiencia de consumo en servicios. Revista Innovar, 19. Bogotá, Colombia.
Sheth, J., & Parvatiyar, A. (1995). Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of Marketing Science, 23(4), 255-271. Ruston, USA.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: a theory of consumption values. Journal of business research, 22(2), 159-170.Nr Reading, UK.
Slater, S., & Narver, J. (1994). Market orientation, customer value, and superior performance. Business horizons, 37, 22-22. Bloomington, USA.
Turnbull, J. (2009). Customer Value-in-Experience: Theoretical foundation and research agenda.
ANZMAC, Sidney, Australia.
Ulrich, K., & Ellison, D. (1999). Holistic customer requirements and the design-select decision. Management science, 45(5), 641-658. Hanover, USA.
Ulrich, K., & Eppinger, S. (2009). Diseño y desarrollo de productos. DF, Mexico.
Ulrich, K., Sartorius, D., Pearson, S., & Jakiela, M. (1993). Including the value of time in design-for-manufacturing decision making. Management science, 39(4), 429-447. Hanover, USA.
Venkatesan, R., & Kumar, V. (2004). A customer lifetime value framework for customer selection and resource allocation strategy. Journal of Marketing, 68(4), 106-125. Chicago, USA.
Veryzer, R., & Borja de Mozota, B. (2005). The Impact of User Oriented Design on New Product Development: An Examination of Fundamental Relationships*. Journal of Product innovation management, 22(2), 128143. Chicago, USA.
Viladas, X. (2010). Diseño Rentable: 10 temas a debate (Vol. 2): Dami Editorial. Barcelona, España
Vinson, D., Scott, J., & Lamont, L. (1977). The role of personal values in marketing and consumer behavior. The Journal of Marketing, 41(2), 4450. Chicago, USA.
Woodruff, R. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. Ruston, USA.
Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22. Chicago, USA.
Anderson, J., & Narus, J. (1998). Business marketing: understand what customers value. Harvard business review, 76, 53-67. Boston, USA.
Ariely, D., & Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature reviews. Neuroscience, 11(4), 284.New York, USA.
Barth, M., Clement, M., Foster, G., & Kasznik, R. (1998). Brand values and capital market valuation. Review of accounting studies, 3(1), 41-68. Berkeley, USA
Berger, P., & Nasr, N. (1998). Customer lifetime value: Marketing models and applications. Journal of Interactive Marketing, 12(1), 1730. London,UK.
Berry, L. (1995). Relationship marketing of services - growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245. Ruston, USA
Bloch, P. (1995). Seeking the ideal form: Product design and consumer response. The Journal of Marketing, 59(3), 16-29. Chicago, USA.
Bonsiepe, G. (1993). Las 7 columnas del diseño. Editorial UAM-Unidad Azcapotzalco, 1. Axcapotzalco, Mexico.
Borle, S., Singh, S., & Jain, D. (2008). Customer lifetime value measurement. Management science, 54(1), 100. Hanover, USA.
Bowman, C., & Ambrosini, V. (2010). How value is created, captured and destroyed. European Business Review, 22(5), 479-495.
Brown, T. (2009). Change by design: how design thinking transforms organizations and inspires innovation: HarperBusiness. New York, USA.
Bruce, M., & Daly, L. (2007). Design and marketing connections: creating added value. Journal of marketing management, 23(9-10), 929-953. Morehead, USA.
Carson, S., Devinney, T., Dowling, G., & John, G. (1999). Understanding institutional designs within marketing value systems. The Journal of Marketing, 63, 115-130. Chicago, USA.
Christopher, M. (1991). Relationship marketing: bringing quality customer service and marketing together. Butterworth Heinemann. Oxford, UK.
Cronin Jr, J., Brady, M., & Hult, G. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218. Tucson, USA.
Dahan, E., & Mendelson, H. (2001). An extremevalue model of concept testing. Management science, 47(1), 102-116.Hanover, USA.
Desai, P., Kekre, S., Radhakrishnan, S., & Srinivasan, K. (2001). Product differentiation and commonality in design: Balancing revenue and cost drivers. Management science, 47(1), 37-51. Hanover, USA.
Duarte, N. (2008). Slideology: The Art and Science of Presentation Design. Taschenbuch, O’Reilly Media, 978-0596522346. Sebastopol, USA.
Duque, E. (2005). Revisión del concepto de calidad del servicio y sus modelos de medición. Revista Innovar, 15, 25. Bogotá, Colombia
Fugate, D. L. (2008). Marketing services more effectively with neuromarketing research: a look into the fu
Gallarza, M. G., Gil Saura, I., & Holbrook, M. B. (2011). The value of value: Further excursions on the meaning and role of customer value. Journal of Consumer Behaviour, 10(4), 179191.
Gallego, J. (2007). Economía del conocimiento e innovación. In M. Palacio, R. Domínguez & H. Cardona (Eds.), Ética, Innovación y Estética. Instituto tecnológico metropolitano. Medellín, Colombia.
Gil, I., & Gallarza, M. G. (2008). La investigación en valor percibido desde el marketing. Innovar. Revista de Ciencias Administrativas y Sociales(031), 9-17. Bogotá, Colombia.
Gil, I., & Molina, M. E. R. (2009). Valor de la relación, compromiso, TIC y lealtad en el canal de comercialización. Innovar. Revista de Ciencias Administrativas y Sociales(33), 77-90. Bogotá, Colombia
Glosten, L., Jagannathan, R., & Runkle, D. (1993). On the relation between the expected value and the volatility of the nominal excess return on stocks. Journal of finance, 48(5), 1779-1801. Aldan, USA.
Gómez-Senent Martínez, E., & Capuz Rizo, S. (1999). El proyecto y su dirección y gestión. Universidad Politécnica de Valencia. Valencia, España.
Grönroos, C. (1997a). Keynote paper From marketing mix to relationship marketingtowards a paradigm shift in marketing. Management decision, 35(4), 322-339.
Grönroos, C. (1997b). Value-driven relational marketing: from products to resources and competencies. Journal of marketing management, 13(5), 407-419. Scotland, UK.
Grönroos, C. (2004). The relationship marketing process: communication, interaction, dialogue, value. Journal of Business & Industrial Marketing, 19(2), 99-113.
Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., et al. (2006). Modeling customer lifetime value. Journal of Service Research, 9(2), 139. Haryana, India
Hogan, J. (2001). Expected Relationship Value:: A Construct, a Methodology for Measurement, and a Modeling Technique. Industrial Marketing Management, 30(4), 339-351. Vernon, USA.
Holbrook, M. (1996). Special session summary customer value a framework for analysis and research. Advances in Consumer Research, 23, 138-142. Duluth, USA.
Holbrook, M., & Gardner, M. (1993). An approach to investigating the emotional determinants of consumption durations: why do people consume what they consume for as long as they consume it? Journal of Consumer Psychology, 2(2), 123-142.New York, USA.
Holbrook, M., & Hirschman, E. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140. Madison, USA
Holbrook, M., Sánchez, R., & Iniesta, M. (2009). The conceptualisation and measurement of consumer value in services. International Journal of Market Research, 51(1), 93-113. Oxford, UK.
Igarashi, T., Medina, F., Brattinga, P., & Baur, R. (1993). Mi relación con el Diseño; El diseño, una vision global; El diseño en un mundo finito; Diseño por substracción. In M. Senestrari (Ed.), Ensayos sobre Diseño. Ediciones Infinito. Buenos Aires, Argentina.
Jain, D., & Singh, S. (2002). Customer lifetime value research in marketing: A review and future directions. Journal of Interactive Marketing, 16(2), 34-46. London, UK.
Jonas, W. (2001). A scenario for design. Design issues, 17(2), 64-80. Cambridge, USA
Jones, C. (1982). Métodos de Diseño.Editorial Gustavo Gili. Barcelona, España.
Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is neuromarketing? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199-204.
Lidwell, W., Holden, K., & Butler, J. (2005). Principios Universales de Diseño. Blume. Barcelona, España.
Llompart, R. (2009). La importancia del Diseño de Comunicación Visual desde las enseñanzas artísticas medias y superiores. Paper presented at the Encuentro Latinoamericano de Diseño. Palermo, Argentina.
Maeda, J. (2006). The laws of simplicity: The MIT Press. Cambridge, USA.
Mele, C. (2007). The synergic relationship between TQM and marketing in creating customer value. Managing Service Quality, 17(3), 240-258.
Monroe, K. B. (1979). Price: Making profitable decisions.McGraw-Hill. New York, USA.
Montaña, J. (1991). Diseño de nuevos productos. Temes de disseny, 12. Barcelona, España.
Montaña, J. (2004). Design management in the creation of brands.Barcelona, España
Montaña, J., & Fundación, B. (2001). Diseño: Rentabilidad social y rentabilidad económica. Ministerio de Ciencia y Tecnología. Barcelona, España.
Morgan, R., & Hunt, S. (1994). The commitmenttrust theory of relationship marketing. The Journal of Marketing, 58(3), 20-38. Chicago, USA.
Munari, B., & Rodríguez, C. A. (1989). ¿Cómo nacen los objetos? : Gustavo Gili. Barcelona, España
Naranjo, S. (2000). La equidad de marca “brand equity” una estrategia para crear y agregar valor. Estudios Gerenciales. Cali, Colombia.
Norman, D. (1990). La Psicología de los objetos cotidianos. Editorial Nerea. Madrid, España.
Otto, K. N., & Wood, K. L. (2000). Product design: Prentice Hall Englewood Cliffs, New Jersey.USA
Parasuraman, A. (1997). Reflections on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science, 25(2), 154-161. Ruston, USA.
Parasuraman, A., Berry, L., & Zeithaml, V. (1991). Understanding customer expectations of service. Sloan Management Review, 32(3), 39-48. Cambridge, USA.
Payne, A., & Holt, S. (2001). Diagnosing customer value: integrating the value process and relationship marketing. British Journal of Management, 12(2), 159-182. UK.
Pugh, S. (1991). Total design: integrated methods for successful product engineering: Wokingham, England.
Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19-30.
Renvoisé, P., & Morin, C. (2007). Neuromarketing: Understanding the Buy Buttons in Your Customer’s Brain.Sales Brain LLC, Nashville, USA.
Rodríguez, G. (1997). Manual de diseño industrial: Gustavo Gili , DF, Mexico.
Sanchez-Fernandez, R., & Iniesta-Bonillo, M. (2006). Consumer perception of value: Literature review and a new conceptual framework. Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior, 19, 40. La Verne, USA.
Sánchez-Fernandez, R., & Iniesta-Bonillo, M. (2009). La estética y la diversión como factores generadores de valor en la experiencia de consumo en servicios. Revista Innovar, 19. Bogotá, Colombia.
Sheth, J., & Parvatiyar, A. (1995). Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of Marketing Science, 23(4), 255-271. Ruston, USA.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: a theory of consumption values. Journal of business research, 22(2), 159-170.Nr Reading, UK.
Slater, S., & Narver, J. (1994). Market orientation, customer value, and superior performance. Business horizons, 37, 22-22. Bloomington, USA.
Turnbull, J. (2009). Customer Value-in-Experience: Theoretical foundation and research agenda.
ANZMAC, Sidney, Australia.
Ulrich, K., & Ellison, D. (1999). Holistic customer requirements and the design-select decision. Management science, 45(5), 641-658. Hanover, USA.
Ulrich, K., & Eppinger, S. (2009). Diseño y desarrollo de productos. DF, Mexico.
Ulrich, K., Sartorius, D., Pearson, S., & Jakiela, M. (1993). Including the value of time in design-for-manufacturing decision making. Management science, 39(4), 429-447. Hanover, USA.
Venkatesan, R., & Kumar, V. (2004). A customer lifetime value framework for customer selection and resource allocation strategy. Journal of Marketing, 68(4), 106-125. Chicago, USA.
Veryzer, R., & Borja de Mozota, B. (2005). The Impact of User Oriented Design on New Product Development: An Examination of Fundamental Relationships*. Journal of Product innovation management, 22(2), 128143. Chicago, USA.
Viladas, X. (2010). Diseño Rentable: 10 temas a debate (Vol. 2): Dami Editorial. Barcelona, España
Vinson, D., Scott, J., & Lamont, L. (1977). The role of personal values in marketing and consumer behavior. The Journal of Marketing, 41(2), 4450. Chicago, USA.
Woodruff, R. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. Ruston, USA.
Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22. Chicago, USA.
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2017-11-21
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Assessment of the concept of value from a consumer perspective in marketing and design: a conceptual revision. (2017). Criterio Libre, 10(17), 193-216. https://doi.org/10.18041/1900-0642/criteriolibre.2012v10n17.1148
