Thematic analysis of definitions of the consumer value category in the context of the continuum of customer behavioral reactions: time to change the paradigm?

Abstract

Consumer behavior is a continuum of acts that can be observed as a change in the physical and mental, external and internal states of a person. The category of consumer value of a service is the basis for building descriptive, graphic and mathematical models of service and consumer behavior and can reflect all stages of the chain of customer behavior. On the one hand, none of the modern studies that measure consumer value reveal the entire chain of customer behavior: from his needs, expectations, perception of the market offer, reaction to the service provided, satisfaction with the service to his repeat purchases and the formation, for example, of the income of the service provider. Without such analysis, it is impossible to reliably manage customer behavior and predict the results of the service provider's activities. On the other hand, the category of consumer value remains the most valuable practical basis for understanding the relationship between customer satisfaction and the results of the service provider's activities. This led us to the opinion that the modern paradigm of consumer value of service needs to be changed. An objective verification of such a point of view on the current state of the theory of consumer value of service is the main goal of this work.Methodology. There were 50 selected publications, where there is an original definition and (or) understanding of the category of consumer value. The scientific discussion reflected in these texts is decomposed into separate topics using the thematic analysis method. Results. Our work proves that for the most part, researchers and managers focus on the perception of the consumer value of the service that the client has already received. However, in both consumer and industrial markets, it is worth analyzing all stages of consumer and service behavior of the client. Practical significance. In the consumer market, consumer value often appears as a difference between the client's "benefits" and "sacrifices." This concept can also be applied to the industrial market. In addition, in the industrial market, the content of the consumer value of a service should be expanded beyond its purely economic attributes. This will provide the researcher and manager with an understanding and basis for further forecasting the behavior of an industrial client. Scientific novelty. At the end, definitions of consumer value are proposed: expected, market offer, provided, perceived.