Fiscal Policy and Growth: The Case of the Spanish Regions

The role of customer value has been recognized by firms over time as an instrument that can stimulate market share and profit optimization. Customer values for a new product of firms in competitive markets are shaped more by habits, reinforcement effects and situational influences than strongly-held attitudes. A basic premise of the paper is that the focus should be on maximizing total customer value and customer satisfaction, factors which are inter-dependent in the decision making process towards buying new products. The framework of analysis is a proposed model which integrates all aspects so as to maximize the potential of the organization and all its subsystems to create and sustain satisfied customers. The discussion in the paper focuses on customer value gaps in the process of marketing new products and explores the possible situations that may lead to lower customer value. The model discussed in the study has been subject to empirical testing through analysis of data collected from 369 respondents to a study conducted in 11 retail auto (or self-) service stores located in Mexico City.