Analysis of the relationship between the concepts of “value”, “consumer value”, “consumer value creation chain” in marketing

Abstract

Object: To identify scientific approaches to the concepts of “customer value” and“customer value chain” in marketing, their relationship. The subject of the research is such questions as what is “value” and “customer value”, how they are formed and measured, how the value chain is formed by customers, what is the ratio of these concepts. Methods: Desk research based on the analysis of secondary information, general scientific research methods – analysis, synthesis, description, analogy, induction, deduction. Results: The proposed article provides an overview of the main scientific approaches to the most commonly used concepts of “value”, “value in marketing”, “customer value”, “customer value chain”. As a result, the correlation of these concepts is determined. Conclusions: The analysis demonstrates that the concepts of “value” and “customer value” in marketing have various definitions, they are multidimensional, the perception of these concepts is diverse, includes many properties and criteria. At the same time, the article attempts to determine the relationship of these concepts. The results of the conducted research will help in the future to determine which aspect should be paid attention to when studying value in marketing, customer value, why it is necessary to allocate the main attention in the customer value chain in companies.