Browsing by Author "Bruce, Helen Louise"

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    Customer perceived value : reconceptualisation, investigation and measurement
    (Cranfield University, 2013-09) Bruce, Helen Louise; Wilson, Hugh
    The concept of customer perceived value occupies a prominent position within the strategic agenda of organisations, as firms seek to maximise the value perceived by their customers as arising from their consumption, and to equal or exceed that perceived in relation to competitor propositions. Customer value management is similarly central to the marketing discipline. However, the nature of customer value remains ambiguous and its measurement is typically flawed, due to the poor conceptual foundation upon which previous research endeavours are built. This investigation seeks to address the current poverty of insight regarding the nature and measurement of customer value. The development of a revised conceptual framework synthesises the strengths of previous value conceptualisations while addressing many of their limitations. A multi-dimensional depiction of value arising from customer experience is presented, in which value is conceptualised as arising at both first-order dimension and overall, second-order levels of abstraction. The subsequent operationalisation of this conceptual framework within a two-phase investigation combines qualitative and quantitative methodologies in a study of customer value arising from subscription TV (STV) consumption. Sixty semi-structured interviews with 103 existing STV customers give rise to a multi-dimensional model of value, in which dimensions are categorised as restorative, actualising and hedonic in type, and as arising via individual, reflected or shared modes of perception. The quantitative investigation entails two periods of data collection via questionnaires developed from the qualitative findings, and the gathering of 861 responses, also from existing STV customers. A series of scales with which to measure value dimensions is developed and an index enabling overall perceived value measurement is produced. Contributions to theory of customer value arise in the form of enhanced insights regarding its nature. At the first-order dimension level, the derived dimensions are of specific relevance to the STV industry. However, the empirically derived framework of dimension types and modes of perception has potential applicability in multiple contexts. At the more abstract, second-order level, the findings highlight that value perceptions comprise only a subset of potential dimensions. Evidence is thus presented of the need to consider value at both dimension and overall levels of perception. Contributions to knowledge regarding customer value measurement also arise, as the study produces reliable and valid scales and an index. This latter tool is novel in its formative measurement of value as a second order construct, comprising numerous first-order dimensions of value, rather than quality as incorporated in previously derived measures. This investigation also results in a contribution to theory regarding customer experience through the identification of a series of holistic, discrete, direct and indirect value-generating interactions. Contributions to practice within the STV industry arise as the findings present a solution to the immediate need for enhanced value insight. Contributions to alternative industries are methodological, as this study presents a detailed process through which robust value insight can be derived. Specific methodological recommendations arise in respect of the need for empirically grounded research, an experiential focus and a twostage quantitative methodology.
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    Identifying hidden consumer needs: a systematic literature review
    (Cranfield University, 2010-08) Bruce, Helen Louise; Goffin, Keith; Szwejczewski, Marek
    A key aspect of innovation is the development of new products (innovative product development). Successful innovative product development generates increased revenue and profit for the innovating company. In order to capitalise on these benefits companies must develop ideas and opportunities for new products. Successful new products are those which meet the needs of consumers and the identification of consumer needs therefore gives rise to opportunities for innovative product development. However, the research methods traditionally employed in consumer needs investigations are ineffective in identifying the more subtle and deeply rooted requirements of the consumer. This results in a series of hidden consumer needs, the identification of which could highlight previously unrecognised opportunities for innovative product development. Within the literature there exists a lack of clarity surrounding the most effective research methods for identifying hidden consumer needs at the idea generation stage of innovative product development and further research is therefore needed to address this gap in knowledge. The aim of this systematic literature review was to investigate the previous studies of hidden consumer needs in order to generate recommendations for the design of future research initiatives which seek to address this lack of clarity. The literature describing the previous studies of interest was systematically located and reviewed, and conclusions were drawn regarding the most frequently and successfully applied research methods. The concept of a research orientation was subsequently developed, which refers to the underlying process of hidden consumer needs identification. The findings from the review give rise to three high level recommendations for future research into the identification of hidden consumer needs at the idea generation stage of innovative product development, which seek to build on the insights arising from this systematic review in respect of the most frequently and successfully applied research methods and the underlying research orientations.