A Means-end Approach to Investigating the Influence of Perceived Value on Consumers’ Purchase Intentions

Abstract

Customer value has become the focus of firm strategy in the 1990’s (Chan and Marborgue 1997; Slater 1997). Managers can benefit by understanding of the confluence of price, quality, and value on customers’ comparative judgments and intentions to repurchase. A thorough comprehension of these relationships would provide a sound basis for formulating operations and communications strategies (Vantrappen 1992). Recently, there has been a good deal of attention given to the use customer value (Band 1991; Gale 1994) in marketing, but there is still a need to examine the importance of customer value across industries. The purpose of this study is to investigate the influence of customer perceptions of price and quality on value, comparative judgments, and repurchase intentions using means-end theory (Gutman 1982; Reynolds and Gutman 1984) for hotel travel.