International Journal of Commerce and Management Research

International Journal of Commerce and Management Research


International Journal of Commerce and Management Research
International Journal of Commerce and Management Research
Vol. 4, Issue 4 (2018)

Understanding Customer Values


Ratikanta Dey

Value is the assessment of all that a customer gets in return for he gives in an exchange. The customer however invests time, efforts and money in his relationship with the bank. The customer therefore expects convenience, efficiency and courtesy when he transacts. In return, sometimes he does not get them as per his expectations and at times it matches and at times it exceeds expectations. The assessment builds up over time as he gets to know what standards of service he is entitled to, what his options are and what customers of other banks pay for. The customer buys and considers value, is decisive and is never a product only. It is utility of a product. Quantifying value is difficult and is relative only. Value is customer-specific because customers differ value they place on different benefits of an offering. The same product and service will not be the same for different customers in terms of value. While functional value- the value of a product's features and functions- is important, it is only one of three dimensions of value. Customers also consider emotional value-the psychological benefits that they get from buying, using and owning products and customers evaluate the economic value, what the product or service benefits are worth in terms of time and money. Value is a trade-off between the total benefits that customers get against the total costs they incur. So there are two ways of increasing customer value; increase the benefits on offer or reduce the customer's costs. Out value propositions are trust and transparency carry low importance in customers' choice of a Banks. Therefore understanding the customers values in providing best of service must match or exceed the expectations in terms of sacrifice or price he pays for the service.
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