Driven by more demanding customers, global competition, and slow-growth economies and industries, many organizations search for new ways to achieve and retain a competitive advantage. Past attempts have largely looked internally within the organization for improvement, such as reflected by quality management, reengineering, downsizing, and restructuring. The next major source for competitive advantage likely will come from more outward orientation toward customers, as indicated by the many calls for organizations to compete on superior customer value delivery. Although the reasons for these calls are sound, what are the implications for managing organizations in the next decade and beyond? This article addresses this question. It presents frameworks for thinking about customer value, customer value learning, and the related skills that managers will need to create and implement superior customer value strategies.

Customer value: The next source for competitive advantage

The authors examine how the practice of personal selling and sales management is changing as a result of the increased attention on long-term, buyer-seller relationships and identify some implications of these changes. Changes in the traditional personal selling and sales management activities are needed to support the emergence of the part-nering role for salespeople. For salespeople in the part-nering role, the personal selling shifts from a focus on influencing buyer behavior to managing the conflict inherent in buyer-seller relationships. The emphasis on building relationships rather than making short-term sales and the use of sales teams dictates changes in the way firms select, train, evaluate, and compensate salespeople and members of sales teams. In this article, the authors have suggested some issues concerning the emerging partnering role for salespeople that deserve the attention of scholars interested in personal selling and sales management research.

Personal Selling and Sales Management: A Relationship Marketing Perspective

Most research in customer asset management has focused on specific aspects of the value of the customer to the company. The purpose of this article is to propose an integrated framework, called CUSAMS (customer asset management of services), that enables service organizations (1) to make a comprehensive assessment of the value of their customer assets and (2) to understand the influence of marketing instruments on them. The foundation of the CUSAMS framework is a careful specification of key customer behaviors that reflect the length, depth, and breadth of the customer-service organization relationship: duration, usage, and cross-buying. This framework is the starting point for a set of propositions regarding how marketing instruments influence customer behavior within the relationship, thereby influencing the value of the customer asset. The framework and propositions provide the impetus for a research agenda that identifies critical issues in customer asset management.

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The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research

The goal of this article is to provide deeper insights into the construct of customer orientation at the individual level. The article has three main objectives: First, this study provides a two-dimensional conceptualization of customer orientation that distinguishes between attitudes and behaviors. Second, it explores direct and indirect effects of customer-oriented attitudes on customer satisfaction. Third, the authors propose and examine a positive moderating effect of empathy, reliability, and expertise on the link between customer-oriented attitude and customer-oriented behavior and a negative moderating effect of salespeople’s restriction in job autonomy. The analysis is based on dyadic data that involve judgments provided by salespeople and their customers across multiple manufacturing and services industries in a business-to-business context. Results support the authors’ two-dimensional conceptualization of customer orientation. The authors also find that customer-oriented attitudes have a direct effect on customer satisfaction. The four proposed moderating effects are also in evidence.

An attitude-behavior model of salespeople’s customer orientation

He received his Ph.D. in marketing from the University of Illinois. His research has primarily been concentrated in three conceptual areas of marketing: channels of distribution, legal aspects of marketing, and international marketing. His articles have appeared in theJournal of Marketing, Journal of Marketing Research, Journal of Macromarketing, Journal of Retailing, Journal of Marketing and Public Policy, Journal of Marketing Channels, Law and Society Review, and others.

Relationship marketing and distribution channels: Exploring fundamental issues

A framework for business-to-business interaction is proposed that integrates approaches to bargaining from social psychology and economics to provide a conceptual paradigm emphasizing long-term exchange relationships rather than individual transactions. The authors propose a classification of negotiation behavior along two continuous dimensions and examine the mechanics of the dyadic negotiation process that translate negotiation behavior into long-term relationships. They suggest that exchange relationships are formed by achieving mutually beneficial outcomes from a series of exchange transactions and that there is a bi-directional link between negotiation behavior and exchange relationships mediated by negotiation outcomes. The framework also explores the determinants of negotiation behavior in dyadic negotiations between businesses in terms of organizational, individual, and “other party” influences. Propositions are developed, using both role theory and economic bargaining theory, to support the overall framework. Finally, the classification of negotiation behavior is revisited to examine the evolution of exchange relationships over time.

The dynamics of long-term business-to-business exchange relationships

Hospitals are continuously facing pressures to mitigate the gap between patient's expectations and the quality of services provided. Now with Medicare reimbursements tied to Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) scores, institutions are attempting interventions to increase satisfaction scores. However, a standard framework to understand patient values and perceptions and subsequently translate it into reliable measures of patient satisfaction does not exist, particularly in the inpatient settings. This article highlights opportunity for the addition of qualitative customer value research to augment the information providers gain from HCAHPS scores and provide additional indicators that can be used in improving the patient experience. In this article, patient laddering interviews and hierarchical value mapping are reviewed as methodologies to understand patient core satisfaction values during their hospital stay. A systematic literature search was performed to identify articles addressing laddering interviews and hierarchical value mapping as applied to health care. Inclusion criteria involved studies relating to health care and using laddering interviews. Exclusion criteria included non-health-care studies. Only 3 studies were found eligible for this review. Our systematic review of literature revealed only few studies which may help to guide us to improve patient experience using laddering interviews. These interviews can help compose a personalized bedside survey which may be more meaningful than current widely used HCAHPS survey.

https://journals.sagepub.com/doi/pdf/10.1177/2374373520942425

Using Laddering Interviews and Hierarchical Value Mapping to Gain Insights Into Improving Patient Experience in the Hospital: A Systematic Literature Review

Amy S. Cathey

Papers

The dynamics of long-term business-to-business exchange relationships

Using Laddering Interviews and Hierarchical Value Mapping to Gain Insights Into Improving Patient Experience in the Hospital: A Systematic Literature Review