Intellectual Capital (Ic) and Customer Value in a Retailing Context

Intellectual Capital (IC) is the intellectual capability of an organization; it drives the usage of other productive resources and adds value to the business structure. Although the expanding literature on IC has enhanced our understanding, the effects of IC with relation to consumers have not been explored in the marketing literature. Thus, this study fills this void by approaching the notion of IC from a customer perspective. Customer value also has attracted extensive attention in recent years. However, the lack of agreement among scholars with respect to the conceptualization of customer value has resulted in inconsistent empirical measures. Furthermore, despite extensive research focus on IC and customer value separately, there is a void in the literature as far as investigating the relationship between the two is concerned. Thus, this study also empirically investigates the predictive relationships among the various dimensions of IC and perceived customer value. This dissertation delineates three dimensions of IC (i.e., Human Capital, Structural Capital, and Relational Capital) available to a retail store in creating value for customers. This study tests the psychometric properties of scale items for measuring these three resources in an apparel retailing context. It also tests the effects of IC on customer value using both a student sample and a consumer sample. This study makes several important contributions to the literature and has the potential to improve marketing practices. First, this study revisits the conceptualization of IC in relation to consumer’s perception and to value creation in an apparel retailing context. Second, this study investigates the multidimensional nature of IC and the relative influence of different dimensions on customer value. Lastly, marketing practitioners and retail managers can learn, based on these results, that the types of resources and their utilization affect the perception by consumers of the value of retail stores