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| Author: | Flint, D.J. Woodruff, R.B. |
| Title: | The initiators of changes in customers' desired value: results from a theory building study |
| Journal: | Industrial Marketing Management
2001 : MAY, VOL. 30:4, p. 321-337 |
| Index terms: | CAR INDUSTRY CUSTOMERS MARKETING RESEARCH |
| Freeterms: | VALUE |
| Language: | eng |
| Abstract: | This paper presents research findings from a qualitative, grounded theory study of changes in customers' desired value in the U.S. automobile industry. Customer-desired value is distinguished from customer-received value and customer values through a review of the value literature. Within this literature review, the authors note that no marketing research has yet focused on understanding why customers change what they value from suppliers, research that would help marketers predict what customers may value in the future. |
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