Assessing value-in-use: A conceptual framework and exploratory study

Developing approaches for understanding customer perceived value is a priorityfor managers and scholars alike. A conceptual framework for assessment of value-in-use is proposed and explored within the context of a maintenance serviceprovider. In contrast to value models in previous empirical research, theframework includes assessment not just of provider attributes but also of thecustomer's usage processes, as well as customer evaluations of the value-in-usethey obtain. Interviews with members of a cross-disciplinary buying groupprovide support for the framework, including the observations that individualscan assess the quality of their usage processes and that they can articulatevalue-in-use at both organizational and individual levels; the further conceptof network quality also emerges from the data. Assessment of usage processquality as well as service quality evolves as the customer's goals evolve.Practitioners may wish to elicit usage process quality and value-in-use as wellas service quality. Research directions include scale development for both usageprocess quality and value-in-use.