Powered by Harvard Business Education content, this module aims to help marketers understand customers’ perspectives on what they value and why through an updated discussion of social and experiential value, an expanded discussion of the role of employee loyalty in customer value, and an updated multi-attribute model. Delighting customers is one of the most pursued goals of all businesses. It begins by understanding their needs and providing products and services to meet them. For this reason, it is critical to understand what customers value and how organizations can offer products and services by creating different types of value delivery. The module describes four types of customer value: economic, functional, experiential/psychological, and social and contains links to two Interactive Illustrations as examples of ways customers evaluate and derive value from products: “Multi-Attribute Model for Laptop Preference” and “Economic Value to the Customer.
Learning Objectives
By the end of this module, you can:
- Consumers can derive four kinds of value from a product or service.
- Learn about how consumers can derive economic value from a product or service.
- Learn about how consumers can derive functional value from a product or service.
- Learn how consumers can derive experiential and psychological value from a product or service.
- Learn about how consumers can derive social value from a product or service.
Delivery Method
Online
Credential
Certificate of Compeltion
Number of Credits
1
Duration
The module will be available for 120 days.
