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1、-Customer-perceivedvalueisofconcernforconsumerswishingtomakesoundpurchasechoices,forpractitionerswhoarekeentoimprovetheircustomers'perceptionsofvalue,andforresearchersseekingtoclarifytheconceptualunderpinningsofcustomer-perceivedvalueanditsrelationshipwithothermarketingvariable
2、s.Thispapersynthesisestheliteraturefrommarketing,economics,axiologyandpsychologytoprovideaholisticreviewofthecustomer-perceivedvalueconcept.Drawingonthesesourcesfacilitatesdeeperunderstandingandconceptualisationofcustomer-perceivedvalue.Specifically,thepaperseekstounderstandcus
3、tomer-perceivedvalueinbothservicesandnewshoppingcontexts,suchastheonlinesetting.Theimplicationsforresearchersandmanagersareconsidered.Keywords：Customer-perceivedvalue,Axiology,Psychology,Economics,MarketingIntroductionTheproductsandservicesthatconsumerspurchasearetheoutcomesoft
4、heconsumerbuyingprocess,duringwhichindividualsassessthebenefitsandcostsofacquiringtherequiredproductsandservices.Asvaluejudgementsmadeabouttheseitemsduringthisprocessarecentraltoconsumerdecision.---making,valueisofconcern:forconsumerswishingtomakesoundpurchasechoices;forpractit
5、ionerswishingtoimprovetheircustomers'perceptionsofvalue;andforresearchersseekingtoclarifytheconceptualunderpinningsofcustomer-perceivedvalueanditsrelationshipwithothermarketingvariables.Previousworkraisesconcernsaboutthecomplexityanddivergenceoftheconstruct(Rust&Oliver,1994).Ra
6、therthanbeingadistinctconceptinitsownright,customer-perceivedvalueisstronglycorrelatedwithprice,quality,sacrificeandsatisfactionandmoreweaklyrelatedtopersonalvalues(Holbrook,1999;Rokeach,1973).Theconceptcanbeexaminedfromdifferentangles:thecustomer'sviewpoint;theshareholder'sper
7、spective;inrelationtothevaluechain;orfromabusiness-to-businessstandpoint.TheperspectiveadoptedinthispaperreflectsthatofGale(1994),whoseesvalue.---asthecustomer'sviewoftheproduct/serviceofferedbyanorganisationcomparedwiththoseavailablefromcompetingfirms.Customer-perceivedvalueis
8、ofgrowinginterestbothtoresearchersfromdifferentdiscipl
