What is meant by "perceived use value," and what are its main drivers particularly in relation to e-business?
Learning more about this concept and its drivers from an e-business perspective would be helpful.
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Perceived use value (PUV) is the the customer-originated perception of the value of a good or product or service. In other words, the customer's perception of value may be related or unrelated to the actual value of a good or product or service. PUV is the value a customer sees (i.e., perceives) in a product.
To give an illustration, if a customer wants a crystal wine glass and perceives a greater value to a crystal wine glass that is engraved with the family crest, though the crystal wine glasses are identical in real value, the customer will perceive great value in the engraved glass and be willing to pay more for it. In other words, PUV is not related, in this illustration, to the quality of lead crystal or the craftsmanship of the glass: it is related only to a perception (i.e., opinion) of value that the customer holds.
PUV is driven by customer expectation of value derived from various sociocultural factors not excluding personal preference and media influenceability. On the other hand, PUV is a driver of customer satisfaction. According to "Customer satisfaction with services: putting perceived value into the equation" (McDougall and Levesque), key drivers in customer satisfaction are core service quality, perceived use value and relational service quality.
Core service quality is defined as the promise of value from a good or product or service. In e-business, making the promise (core service quality) attractive in a 2-dimensional medium requires excellent professional graphics and videos along with excellently constructed, detailed verbal descriptions.
Relational service quality is defined as the delivery of goods, products or services. In e-business, making delivery (relational service quality) must be timely, expedient, and inexpensive. In e-business, this might mean instantly downloadable goods or it might mean to-the-door delivery of goods and products or it might mean interactive electronic exchange of information for services.
PUV, which is individual perception of value that is customer originated, will be driven in e-business in part by the presentation of core service quality and available relational service quality. This will complement (go along with) the PUV drivers of socioculturally embedded preferences and media influenceability.
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