Customer value affects a customer's relationship with a firm before and after a sale, as it measures the perceived benefits of a product or service over its cost. It is not necessarily dependent on low price, and actually becomes more important as competition increases, as customers have more options to choose from. Costs exceeding benefits would decrease customer value, not increase it.

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Customer Value

Question 362

Multiple Choice

Customer value

A) is greater if costs exceed benefits.
B) becomes less important as competition increases.
C) is the same thing as low price.
D) affects a customer's relationship with a firm before and after a sale.
E) none of these responses is correct.

Correct Answer: