Segmentando clientes a partir del valor del servicio. Una aproximación en el contexto de la relación entre empresas

Abstract

The literature on service marketing has claimed that the service process can be the most important antecedent to customer¿s evaluation of the service results; besides during this final assessment, the service value acquires an essential role that helps explaining the reasons why a customer remains. However, the characteristics of this creation process have not been extensively researched, especially in the context of the relationship among firms. The aim of this paper is to propose and test a conceptual outline that explores the relationships between value, satisfaction and the behavioral response of the customer. We will follow Parasuraman¿s approach, who admits that these topics have been scarcely investigated in the business-to-business context. We therefore can get a chance of examine the existing heterogeneity in the market and to find out the potential of this heterogeneity when identifying customers segments. The results of our research highlight that the perceptions that a customer gets from the interactions that take place during the service encounter and the perceived value are the two key elements to explain the heterogeneity of the market and the response of the organizational customer