| Abstract [eng] |
Relevance of the topic. Competitive advantages of successful organizations is mostly explained by logical view, that quality of the service is a contributing factor for customer perceived value. This increases satisfaction level and leads to behavior changes. Finally, the loyalty is being created, which manifest in closer relations and increased profitability of the organization (Cronin, Brady & Hult,2000; Slater & Narver, 1994; Wang, Lo, Chi & Yang, 2004). Customers decisions to purchase a product are determined by its value perception. Customer perceived value usually depends on costs he/ she experiences: (price, service, risk of failure, time expenses) when purchasing product or service. Eggert and Ulaga (2002) claims, that benefits, which customers obtain, is a combination of quality properties and service. Customer perceived value aspect – is the highest price, which can be paid for economical and non-economical features of the product (Khalifa, 2004). However, as Kangal (2013) claims, price which is comprehended by a customer, is not a same price when looking from financial or economical view, but is the psychological value of that price. The solution how to sell – which value to offer – is a very important strategic question, when looking through competitive advantage attitude. Customer is always the one, who determines what is valuable, what is not, so individualistic approach and listening of customer very important (in marketing). Creation of offer with high perception value is the key point to success, and that is why it is very important to understand factors of comprehended value and importance for a long-term relationship. |
