Customer Value Name Course Professor’s name Institution Date The Meaning of Customer Value According to McMurrian and Matulich (2016 83) Customer Value is the perception of what service or product is worth to a customer versus the possible alternative. When customers get value for a service or product it means they get benefits over what they paid. What customers pay is not only price in the form of interests cheque or cash but also non-price terms such as inconvenience energy effort and time. The benefits that a customer can derive from a service or product are the quality of the service or product and the advantages resulting from the brand of the service product experience or company (Lin 2010 3). For this reason customer value is a multi—faceted concept that consists of various elements including; Cost Customer may derive value from a service or product based on the price pp.104-123. https://doi.org/10.1108/09555341311302639Lin C. 2010 November. The design and realization of the information service system for taxi business based on GPS/GIS. In Logistics Engineering and Intelligent Transportation Systems (LEITS) 2010 International Conference on (pp. 1-4). IEEE. DOI: 10.1109/LEITS.2010.5664982 Martelo Landroguez S. Barroso Castro C. and Cepeda-Carrión G. 2013. Developing an integrated vision of customer value. Journal of Services Marketing 27(3) pp.234-244. doi:10.1108/08876041311330726 McMurrian R.C. and Matulich E. 2016. Building customer value and profitability with business ethics. Journal of Business & Economics Research (Online) 14(3) p.83. https://search.proquest.com/openview/f248b9ade6e151d90ac907f98310e1d9/1?pq-origsite=gscholar&cbl=2026884Mustak M. Jaakkola E. and Halinen A. 2013. Customer participation and value creation: a systematic review and research implications. Managing Service Quality: An International Journal 23(4) pp.341-359. doi:10.1108/MSQ-03-2013-0046 Rogers B. 2015. The social costs of Uber. U. Chi. L. Rev. Dialogue 82 p.85. http://heinonline.org/HOL/LandingPage?handle=hein.journals/uchidial82&div=7&id=&page= Verhoef P.C. and Lemon K.N. 2013. Successful customer value management: Key lessons and emerging trends. European Management Journal 31(1) pp.1-15. doi:10.1016/j.emj.2012.08.001 [...]
INDIVIDUAL PROJECT: You have recently graduated and have secured a role as a Marketing Assistant for EITHER an Online Dating Service OR a Car Sharing Services company (for your report, choose an actual brand as your employer). You are asked by your manager to research and prepare a report on how new Customer Value can be created and existing Customer Value can be advanced in the organisation. In writing this report, focus on value received by customers in terms of Cost, Time, Place, Form, Experience, Performance and Problem Solving. Your report should cover at least the following components: l Define Customer Value and briefly outline each of the elements of Customer Value (cost, time, place, form, experience, performance and problem solving) l Outline how each of these value propositions relate (or do not relate) to your brand's (i.e. your employer's) customers l Define your brand's core service and discuss which value propositions are dominant in your brand's core service l Discuss which value propositions may be built into your brand's supplementary services l Outline how value may be added or created via robust customer research l Outline how technology contributes to the firm's value offering l Write recommendations in order of importance that your manager would take into the presentation Your manager intends to use your report to help prepare a verbal presentation for the firm's founders at an upcoming strategic meeting. This assessment is about developing a report that your manager can use to assist in developing a power point presentation at an upcoming strategic meeting. Your manager is obviously time-poor and needs you to conduct the underlying research and write a report that will lead to a strong and engaging presentation. You are expected to research the topics outlined, sourcing at least seven strong references that are relevant to this topic. There is no one specific answer to this topic and your report will be strongly directed by the references that you source as well as your personal insights in connecting the topic material to the brand. Your manager will be expecting a report that's highly relevant to the topic, well-structured and clearly written. Your manager would like to draw from your report to structure a strong 10 - 15 minute verbal presentation that will engage the firm's two executive founders. The grading of your report will be based on a rubric (see appendix 1). Please refer to the rubric when preparing your report. In regards to this task, note the following: l Your submission should be carefully planned prior to starting writing to ensure relevance to the topic and good sequencing of ideas. l You are expected to consult at least 7 recent, high-quality journal articles on this topic as well as any other sources that you believe are relevant and authoritative. l The work should be correctly referenced throughout the document (Chicago protocol). l A list of references should appear at the end of the document (Chicago protocol). l Your writing should be structured under appropriate headings and sub-headings. l Appropriate use of paragraphs should be evident throughout the document. MKTG3006 Services Marketing Singapore Campus 24 Feb 2018 School of Marketing, Curtin Business School (CBS) Page: 4 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS Curtin Business School (CBS) School of Marketing l Avoid vague or sweeping statements. l Ensure that there’s a logical flow throughout the document. l Do not write in the first person (Don’t use “I”, “we” or “us”). l Edit your work thoroughly before submission.