摘要：Value has important role in the marketing discipline. There are several reasons why value is important in marketing research. Referring to Gallarza et al. (2011), "value plays a role in epistemology marketing as a discipline; value associated with many construct in the marketing discipline; value construct can explain consumer behaviour before and after purchase, even values are also the basis to be able to understand the marketing management”. The same opinion was suggested by Wilson (2003) when commenting on articles Ballantyne et al. (2003). Wilson (2003) said, “They are correct as value is at the heart of exchange relationship.” Nevertheless, Wilson (2003) also criticized, saying. “We discuss a value chain, a value proposition, value for price, managed value, interactive value and emergent value, but never define what value is.” “Customer value” can become a source of competitive advantage (Woodruff, 1997) and plays certain role in the creation of customer satisfaction and loyalty. Many researchers (Abdel, 2008; Tseng et al., 2007; Guenzi O’Cass Slater Troilo et al., 2009; Vera & Trujillo, 2013) agreed that companies compete in offering superior customer value. Consumer will choose the value proposition offered by the company and competitors. In the competition, the company must be careful in selecting the Customer Value Proposition (Breur, 2006) the organization's financial success depends on how to manage value-a customer's perception of what they receive and the cost of providing value to the consumer (Sexton, 2014).
关键词：Value;Perceived Value;Customer Value;Consumer Value
