Reviewing customer value literature: Comparing and contrasting customer values perspectives

Purpose: The paper provides a comprehensive and up-to-date literature review of customer value concepts and distinguishes complex customer value from the various perspectives. It structures the themes and dimensions between the various approaches along the customer value main lines in the literature. Design/methodology/approach: The paper reviews current literature and illustrates different types of value representations through a case example. Findings: Based on a comprehensive literature review, a framework how to scholars can structure customer value constructs is presented. Originality/value: In business and management research a conceptual confusion prevails and this paper attempts to clarify different types of customer value to provide a better resolution tool for scholars.