One more time: How do you create value for customers? - The case of the Value Creation Model

Abstract

This article uses a survey to identify the impact of hygiene factors on the Value Creation Model. The study indicates that customers highly value hygiene factors. As customer value is central to the Value Creation Model, this can influence the model´s results. Combining research on customer value with hygiene factors, this study shows the importance of the concepts to generate revenue. This study uses a survey to find that customers do in fact value hygiene factors as important. As the Value Creation Model does not examine how attributes create value, a classification of such attributes is therefore necessary. It is therefore suggested that an additional step should be introduced to the Value Creation Model´s methodology. Hence, the use of the Value Creation Model as a strategic management tool can, in its present form, be questioned. It is suggested that further research should be conducted to determine the value of the model in practice. Keywords: The Value creation model; hygiene factors; satisfiers; customer value; customer satisfaction; management accounting techniques.