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R>perform the service process. These technologybasedservicesare “services delivered viatechnological interfaces that enable customers to
produce a service independent of direct serviceemployee involvement” (Meuter et al., 2000,p. 50). Similarly, in the marketing literature there
has occurred a shift in focus towards value cocreatedby the customer (Ramı´rez and Wallin,2000). However, extant service managementmodels have not considered the role of theempowered customer who may perform the
service at various locations and time frames notcontrolled by the service provider. Although timeand location have been implicitly noted as factorsinfluencing customer perceptions, there are notheoretical conceptualizations that include timeand location as explicit value dimensions.
The aim with this paper is to reconceptualize
customer perceived value including a temporal and
Managing Service QualityVolume 14 · Number 2/3 · 2004 · pp. 205-215
q Emerald Group Publishing Limited · ISSN 0960-4529DOI 10.1108/09604520410528626
205
spatial perspective by proposing and measuringfour value dimensions. The aim is thus theorydevelopment. The empirical study points to the
importance of time and location as valuedimensions, and it indicates that current valuemodels need to be broadened.The paper has the following structure. First, itbegins with a presentation of quality and valueliterature to describe dimensions that influencevalue perceptions. Aspects relating to the serviceenvironment and e-service quality are presented toshow the challenges that time and location pose onvalue perceptions. Second, the theoretical reviewresults in aconceptualization of customerperceived value as a function of technical,functional, temporal and spatial dimensions. Thenthird, the discussion continues with an outline ofthe research design and the empirical study.Drawing from structured interviews about onlinebill payments, it is shown that time and locationare considered to be value adding dimensions ofservices. This is attributable to the relative utility ofthe temporal and spatial dimensions incomparison to the technical and functional
dimensions. The paper is concluded withtheoretical and practical implications to servicemanagement and marketing.
Customer perceived valueIt has been suggested that customer perceived
value is formed of the trade-off between benefitand sacrifice (Monroe, 1990). Many of theconceptualizations involve quality as the benefitand price as the sacrifice. The perspective of valuetaken is either a multiplicative or additive functionof benefit and sacrifice (Cronin et al., 1997). In theformer case, value has been seen as the ratio ofbenefit (numerator) to sacrifice (denominator).The additive model recognizes the integrativenature of benefit and sacrifice and denotes thecompensatory trade-off between benefit andsacrifice.
Although the benefit and sacrifice model ofvalue is relevant, it is not used in this study. Inmany https://www.51lunwen.org/business/respects, the benefit and sacrificecomponents do not denote the sources of valuesimilar to the technical and functional qualitydimensions. In contrast, acknowledging theinterdependence of service value and quality(Liljander and Strandvik, 1995), it is argued in thispaper that quality dimensions can be used toconceptualize perceived service value. Much of theresearch on service quality has focused onidentifying dimensions that influence the perceived
quality