markt

der markt
DOI 10.1007/s12642-010-0049-0
Journal für Marketing
c a l l f o r pa p e r s

Value to the customer: the cornerstone of marketing?

© Springer-Verlag 2010

Customer value is the fundamental basis for all marketing knowledge on the customer value construct. Rigorous and
activity. (Holbrook 1994, 22) thoughtful empirical, conceptual and theoretical papers as
well as literature reviews, practice papers and case studies
Customer value (i.e. value to the customer) is a concept of are encouraged. Diverse methodologies and approaches are
fundamental concern to marketing scholars and practi- welcomed. A wide range of topics are suitable for this spe-
tioners alike. Customer value is one of the most powerful cial issue and include (but are not limited to) the following:
forces in today’s marketplace and an underlying source of
• Customer value conceptualization
competitive advantage. The importance of the concept is
• Customer value in different industries
recognized by the American Marketing Association which
• Customer value based segmentation
has integrated “customer value” into the definition of mar-
• Cross-cultural issues of customer value
keting. Moreover, the Marketing Science Institute named
• Measuring and modeling customer value
customer value as one of the most important research priori-
• Customer value co-creation
ties for 2010–2012 (see also Katsikeas et al. 2004). Against
• Creating and sharing customer value
this background, the issue at stake is not whether an orga-
• Communicating customer value
nization should compete on customer value, but rather how
• Delivering customer value
to do it.
• Antecedents of customer value
The importance of the customer value concept as a major
• Customer value over time
antecedent to intentional post-consumption concepts (e.g.
• Delivering value through enhanced media and channels
loyalty) as well as actual retention has generated a plethora
• Marketing mix and value creation
of research centered around its composition, sound measu-
• Sustainable customer value
rement and relationship with other constructs (e.g. satisfac-
• Customer value—behavioral intentions link
tion). To date, however, research remains fragmented with a
• Managing customer value for different stakeholders
dispersed and inconclusive base of theoretical and empirical
• Customer value and qualitative methods
knowledge. For example, while customer value has traditio-
• …
nally been conceptualized as a cognitive trade-off, focusing
on functional aspects (e.g. price and utility), recent studies Papers in other areas will also be considered by the editors.
underline its multidimensionality emphasizing the relevance All manuscripts submitted must strictly follow the guide-
of social or hedonic perspectives (e.g. enjoyment). Hence, lines for der markt—Journal für Marketing. These are
different points of view are advocated, and there seems to be available at www.springer.com/dermarkt
no widely accepted way of pulling views together.
Taking into consideration the thought-provoking challen-
ges surrounding this field, scholars increasingly call for a About “der markt—Journal für Marketing”
reappraisal of customer value in terms of its conceptualiza-
tion, measurement and management. The aim of this spe- der markt—Journal für Marketing is one of the leading
cial issue is to provide innovative insights into the existing scientific marketing journals in German-speaking Europe.

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 Call for papers
However, it extends well beyond Austria, Germany and
Switzerland being distributed in many countries in Eastern
as well as Western Europe. The journal has a long tradition
(the first issue dates back to the 1960s), and is published by
one of the most prestigious scientific publishers, Springer-
Verlag GmbH. Leading scholars of the European scientific
marketing community serve on the newly established edito-
rial board, ensuring a rigorous double-blind review process.
Articles are published either in English or in German. The
journal is not restricted to established methods, theories and
approaches to research in marketing. der markt particularly
encourages alternative, unconventional and innovative thin-
king as regards methodology and approaches. While papers
have to adhere to rigorous academic standards, published
manuscripts should also stimulate the transfer of scientific
research to corporate practice.
Guidelines for submission
• All papers will be subject to double blind peer review.
• English and German manuscripts will be selected for
publication.
• Author guidelines are available at http://www.springer.
com/dermarkt
• Submit your manuscript via the online-submission system
available at https://www.editorialmanager.com/dmjm
• Submission deadline: March 31, 2011
• Date of Publication: Autumn (October) 2011
Special issue editors
Prof. Dr. Andreas Eggert
Universität Paderborn
Faculty of Business and Economics
Marketing Department
Warburger Straße 100
33098 Paderborn
Germany
Phone: +49-5251-60-2085
e-mail: andreas.eggert@notes.upb.de
Univ.Ass. Dr. Arne Floh
WU Vienna
Institute for Marketing-Management
Department of Marketing
Augasse 2–6
1090 Vienna
Austria
Phone: +43-1-31336-4626
e-mail: arne.floh@wu.ac.at
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Univ.Ass. Mag. Alexander Zauner, M.A.
WU Vienna
Institute for Marketing-Management
Department of Marketing
Augasse 2–6
1090 Vienna
Austria
Phone: +43-1-31336-4098
e-mail: alexander.zauner@wu.ac.at
Selected key references
Eggert A, Ulaga W (2002) Customer perceived value: A substitute
for satisfaction in business markets? The Journal of Business &
Industrial Marketing, 17 (2/3), 107–18
Eggert A, Ulaga W, Schultz F (2006) Value creation in the relations-
hip life cycle: A quasi-longitudinal analysis. Industrial Marketing
Management, 35 (1), 20–27
Gale BT (1994) Managing customer value: Creating quality and ser-
vice that customers can see. New York, NY: Free Press
Holbrook MB (1994) The nature of customer value, an axiology of ser-
vices in the consumption experience. Thousand Oaks, CA: Sage
Lindgreen A, Wynstra F (2005) Value in business markets: What do we
know? Where are we going? Industrial Marketing Management,
34 (7), 732–48
Parasuraman A, (1997) Reflections on gaining competitive advantage
through customer value. Journal of the Academy of Marketing
Science, 25 (2), 154–61
Parasuraman A, Grewal D (2000) The impact of technology on the
quality-value-loyalty chain: A research agenda. Journal Academy
of Marketing Science, 28 (1), 168–74
Sheth JN, Newman BI, and Gross BL (1991) Why we buy what
we buy: A theory of consumption values. Journal of Business
Research, 22 (2), 159–70
Sinha I, DeSarbo WS (1998) An integrated approach toward the spa-
tial modeling of perceived customer value. Journal of Marketing
Research, 35 (2), 236–49
Sirdeshmukh D, Singh J, Sabol B (2002) Consumer trust, value, and
loyalty in relational exchanges. Journal of Marketing, 66 (1),
15–37
Sweeney JC, Soutar GN (2001) Consumer perceived value: The deve-
lopment of a multiple item scale. Journal of Retailing, 77 (2),
203–20
Ulaga W, Eggert A (2006) Value-based differentiation in business rela-
tionships: Gaining and sustaining key supplier status. Journal of
Marketing, 70 (1), 119–36
Wagner SM., Eggert A, Lindemann E (2010) Creating and appro-
priating value in collaborative relationships. Journal of Business
Research, 63 (8), 840–48
Woodall T (2003) Conceptualising ‘value for the customer’: An attri-
butional, structural and dispositional analysis. Academy of Mar-
keting Science Review, 2003 (12), 1526–794
Woodruff RB, Gardial SF (1996) Know your customer: New appro-
aches to understanding customer value and satisfaction. Cam-
bridge, MA: Blackwell
Zeithaml VA. (1988) Consumer perceptions of price, quality, and
value: A means-end model and synthesis of evidence, Journal of
Marketing, 52 (3), 2–22
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