Modeling Customer Value Perceptions in Cross-Cultural Business Markets

9 Pages Posted: 22 Jul 2012

Date Written: February 22, 2010


Even as customer value research in business-to-business markets burgeons, scholars still circumscribe its progress to studies performed in domestic, Western markets and call attention to the ongoing lack of consensus for how to model customer value. To advance the validity and usefulness of this emerging core construct in marketing, this study investigates the measurement equivalence and modeling of customer value perceptions with business managers across five culturally-diverse countries. Analyses draw clarity to the divergent modeling of customer value in the literature by exploring alternative measures and model specifications within structural equations modeling (SEM) and partial least squares (PLS). Comparisons of eight models reveal several valid and invalid conceptualizations reported previously in the literature and generate guidance for managers and scholars modeling customer value in various research contexts.

Keywords: Customer value measurement, Cross-cultural, Services

JEL Classification: M30, M31

Suggested Citation

Blocker, Christopher Phillips, Modeling Customer Value Perceptions in Cross-Cultural Business Markets (February 22, 2010). Journal of Business Research, Vol. 64, p. 533, June 2010. Available at SSRN:

Christopher Phillips Blocker (Contact Author)

Colorado State University ( email )

Fort Collins, CO 80523

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