Customer Value Measurement
Sara Leroi-Werelds and Sandra Streukens
Marketing Science Institute
Working Paper, 2011 [11-102]
Although interest regarding customer value has persisted for many years, there is considerable divergence of opinion on how to most adequately conceptualize customer value. The most commonly used value measurement methods include Dodds, Monroe, and Grewal (1991), Gale (1994), Holbrook (1999), and Woodruff and Gardial (1996). Among these, there are substantial differences in terms of dimensionality (one-dimensional versus multi-dimensional), nature of costs and benefits (attribute-based versus consequence-based), and the scope of measurement (relative to competition or not).