Title: Customer perceived value and differences between customer's and firm's perception

Authors: Irena Pandza, Claudio Vignali

Addresses: Faculty of Economics and Business, University of Zagreb, J.F. Kennedy square 6, Zagreb 10000, Croatia. ' The Leslie Silver International Faculty, Leeds Metropolitan University, Civic Quarter, Leeds LS1 3HE, UK

Abstract: Each firm has to identify the factors of perceived value in order to offer the value which customers want, rather than the value which the firm perceived. If the difference between customer|s and firm|s perception exists then the service gap appears and customers do not receive the service which they wanted. The purpose of this paper is to analyse how service provider should create its offer based on customer perceived value and which dimensions of the offer should be improved for attracting more customers and maintaining the existing ones and which gaps should be avoided. In addition to the theoretical framework in this paper is presented an example of the venues| providers in UK. Venues| providers have to recognise all important factors of customers| perception in order to offer the value which consumers want.

Keywords: customer perceptions; perceived value; firm perceptions; conferences and meetings industry; venue providers; service providers; UK; United Kingdom.

DOI: 10.1504/IJBG.2010.035477

International Journal of Business and Globalisation, 2010 Vol.5 No.4, pp.436 - 450

Published online: 30 Sep 2010 *

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