Customer value scale development: Merchandise and differentiation value

摘要

The present study outlines the development of a scale for customer value measurement and begins with a brief discussion of the origins of the customer value construct with two aspects: merchandise and differentiation value. In order to scale development after literature review, the related items were created. In this respect, employing literature on construct of customer value and seeking opinions of marketing experts. After test of validity and reliability in the next step, in order to conduct the main study, students in graduate and Ph.D. program of studies in Tehran area who have at least some experiences of buying the intended products (laptops and perfume and eau de cologne) were used. In total, 278 questionnaires were completed and gathered. In the other step, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used. Final measure was designed consisting of 14 items; 8 items for merchandise value and 6 items for differentiation value. The present research showed that customer value in addition to physical and material aspects and comparison of product prices, also includes feeling and enjoyment associated with purchasing product and in some products, the latter type of value is more prominence.