Companies’ Practices and Customers’ Perception Regarding Drivers of Customer Delivered Value: A Comparative Analysis

With the business world becoming more and more competitive and customers becoming more and demanding day by day, it has become essential for the companies to deliver the maximam value to their customers. And for this purpose, the managers must be in a position to understand the drivers of customer delivered value as a difference in the companies’ practices and customers’ needs will only lead to failure on the part of the companies. The objective of this paper is to carry out a comparative analysis of the companies’ practices and customers’ perception regarding drivers of customer delivered value. Using the definition of customer value, proposed by Kotler and Armstrong (1997), the authors study the companies’ practices and customers’ perception with respect to drivers of customer delivered value. The authors find that companies claim to exceed the customer expectations on almost all the aspects, which is quite astonishing. Because if that was true, we would hardly find any dissatisfied customers, which is untrue. The authors conclude with the recommendation to the companies to be honest so that the customers also perceive the benefits and costs as the companies claim.