The value of value: Further excursions on the meaning and role of customer value

Grounded on fundamental marketing principles, the concept of customer value has been revisited and refined by academicians and practitioners for the last 30 years. However, research devoted to achieving a consistent theoretical and conceptual development of valuerelated concepts has proceeded apace without ever reaching full closure. The present essay seeks reasons behind remaining deficiencies in value-related research and offers a review intended to move our understanding of customer value toward what promises to become a more enlightened future. The topic of value is approached by theoretical analysis and conceptual development. First, ‘‘the challenge’’ of value research is presented: th…