An Integrated Approach to Customer Value: A Comprehensive-Practical Approach

Nataša Golik Klanac


The paper presents a comprehensive and practical approach to studying value from the customer point of view i.e. customer value (CV). It builds on three approaches to CV: the benefit-sacrifice, the means-end and the experiential. The developed integrated approach presents a more complete view on CV and its components than current approaches, offering a more meaningful guidance for marketing management activities.


Customer value; Integrated approach; Benefit-sacrifice; Means-end; Experiential approach

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