The effects of perceived customer value components on behavioral intentions

This study investigates the relationships between perceived benefit and sacrifice components, perceived customer value and behavioral intentions. The purpose of the study is to analyze the factors that affect the perceived customer value within the scope of benefit and sacrifice components and reveal the effects of perceived benefit and sacrifice components and perceived customer value on consumers' behavioral intentions in the field of intercity passenger transportation. It is supposed to contribute to theory and practice through conceptualizing of the perceived customer value within the scope of benefit and sacrifice components and revealing the effects of these variables on customers' behavioral intentions within the multi-dimensional and holistic perspective. For this purpose, empirical evidence was gathered from 552 consumers that purchased services from the companies operating in the field of intercity passenger transportation in Zonguldak. The results show that within the scope of benefit components functional, emotional and social benefits have a significant effect on perceived customer value and within the scope of sacrifice components monetary cost has a significant effect on perceived customer value. On the other hand, within the scope of sacrifice components it has been determined that time/effort cost has an insignificant effect on perceived customer value. However, it has been confirmed that benefit components are more effective on repurchase and word of mouth intentions, and monetary cost and emotional benefit components are more effective on pay more and complaining intentions. Besides, it has been stated that perceived customer value has a strong effect on consumers' behavioral intentions. In the context of these results, it is supposed that the companies which want to increase customer loyalty should offer superior value to consumers. Keywords: Perceived Customer Value, Perceived Benefits, Perceived Sacrificies, Behavioral Intentions