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Um alerta para as diferentes formas de abordar os "value outcomes":
"Value outcomesThe value outcome logics concern how an actor determines the value outcome. Three of the four categories of value outcome determination logics, that is, value as means–ends, value as benefits/sacrifices, and value as experience outcomes, are consistent with the previously conducted reviews on customer value literature. The fourth category, value outcome as phenomenological, was identified from the S-D logic literature.
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Value as means–ends. The first approach, value in accordance with mean–end theories inspects product evaluations as chains from the object characteristics to use consequences. According to this view, value can be appreciated at different levels of abstraction, with product attributes at the lowest, attribute performances at the middle, and goals and purposes at the highest level.
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Value as benefits/sacrifices. This research stream views value as a cognitive judgment of utility made by a customer based on inputs (benefits) and outputs (sacrifices). In its simplest form, it is a ratio between service quality (benefit) and costs (sacrifice) or even an assessment of a product being a good buy. The benefits may include several quality dimensions but also relationships, time-to-market, know-how, and social benefits. Sacrifices range from monetary to non-monetary.
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Value as experience outcomes. Value as experience outcomes aims to supplement and enrich the view of customers as logical decision makers by seeing humans as emotional sensation-seekers
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value as an ‘interactive, relativistic preference experience’, meaning that value is an experience based on interaction between a subject and an object as well as relative. The relativism refers to three aspects of value: value is comparative (varying between objects for a certain person), personal assessment (what is valuable for one person need not be that to another), and situational, that is, context specific. Thus, the value of an object is dependent on the context in which the judgment occurs.
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S-D Logic‘value is always co-created with and determined by the customer (value-in-use)’.
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value is created when the customer’s ‘wellbeing has somehow been improved’ and exemplify this with a customer feeling relieved because the service has fulfilled its value proposition and has been integrated in the customer’s life. Overall, the emphasis is on value-in-use and it seems close to value as experiential."
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