Algilanan Fayda ve Fedakarlik Bilesenlerinin Algilanan Müsteri Degeri Üzerindeki Etkisi/The Effect of Perceived Benefit and Sacrifice Components on Perceived Customer Value

This study investigates the relationships between perceived benefit and sacrifice components and perceived customer value. The purpose of the study is to analyze the factors that affect the perceived customer value within the scope of benefit and sacrifice components in the field of intercity passenger transportation. It is supposed to contribute to theory and practice through conceptualizing of the perceived customer value within the scope of benefit and sacrifice components. For this purpose, empirical evidence was gathered from 552 consumers that purchased services from the companies operating in the field of intercity passenger transportation in Zonguldak. The results show that within the scope of benefit components functional, emotional and social benefits have a significant effect on perceived customer value and within the scope of sacrifice components monetary cost has a significant effect on perceived customer value. On the other hand, it has been determined that time/effort cost has an insignificant effect on perceived customer value. In the context of these results, it is supposed that the companies which want to increase perceived customer value should focus on the benefit factors and make improvements on them. Also, as a part of sacrifice factors they should give importance particularly to the pricing policies and strategies.