Understanding the customer value of an on-line newspaper
With the advent of Internet, a subject seems peculiar to marketing: understanding the “brand new” on-line consumer behavior. Oneway of doing such thing is to explore the customer value as means to comprehend what consumers valorize and than deliver it. Customer value is ...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2003 |
| País: | Brasil |
| Institución: | Fundação Getulio Vargas (FGV) |
| Repositorio: | Revista de Administração de Empresas |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.periodicos.fgv.br:article/37421 |
| Acceso en línea: | https://periodicos.fgv.br/rae/article/view/37421 |
| Access Level: | acceso abierto |
| Palabra clave: | On-line consumer customer value means-end chains laddering competitive advantage Consumidor on-line valor do cliente cadeias de meios-fim vantagem competitiva |
| Sumario: | With the advent of Internet, a subject seems peculiar to marketing: understanding the “brand new” on-line consumer behavior. Oneway of doing such thing is to explore the customer value as means to comprehend what consumers valorize and than deliver it. Customer value is the consumer’s perception of product attributes and how these can provide benefits that help him reach his goals. The theory of means-end chains is a way of thinking systematically about this representation. The method most widely used to reach means-end chains is called laddering. A sample of 78 readers of a mainstream on-line newspaper was assessed. Its users’ main customer values offered important conclusions. It wasidentified that readers are mainly concerned about their personal objectives, interaction with others as well as interested in social matters. Based on this, managerial implications are discussed. Suggestions for future researches are also presented. |
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