DIMENSIONS OF PERCEIVED VALUE AND INFLUENCE IN THE MOUTH-A-MOUTH: THEORETICAL REFLECTIONS AND PROPOSAL OF A MODEL

• Autor(a) principal: Gosling, Marlusa
• Data de Publicação: 2013
• Outros Autores: Lago, João
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REAd (Porto Alegre. Online)
• Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/40162
• topic: valor percebido; lealdade; qualidade de serviços; valor percibido; lealtad; calidad de servicios; perceived value; loyalty; services quality

The recent environment in which the organizations work is highly competitive and the intrinsic differences of products and services get more and more unperceivable and though they can not be seen as an ideal source of sustainable competitive advantage. So, organizations that wish to differentiate themselves must search for alternatives that aggregate value to their products and services, pursuing maintenance and development in the market. However, perceived value is something that is not easily measurable, since it represents the perception on the difference between received benefits and incurred costs (Zeithaml, 1988). The sense in measuring the value perception appears since it really reflects a competitive advantage for the organizations, in terms of increasing consumer’s loyalty and word of mouth. The advantages of having consumers that give positive testimony of the firm include getting higher brand visibility practically without doing a direct investment on promotion. The paper proposes a perceived value model that stimulates the positive word of mouth, describing by a literature review which constructs are relevant and are also reflected by the consumer perceived value. Specifically, it discusses the dimensions of perceived value, such as price, quality, emotional and social perspectives, brand reputation and non monetary cost, based on Sweeney and Soutar (2001) and Petrick (2002). The relationship between perceived value and the propensity to a positive word of mouth is based on several authors, mentioned on the paper.