Customer Education, Evaluation Skills And Perceived Value: A Theoretical Framework

Purpose:

The aim of this paper is to propose a theoretically grounded conceptual framework regarding the relationships existing between customer education and customer perceived value, mediated by customer evaluation skills.

Methodology:

This is a conceptual paper whose analytical approach draws heavily on theoretical evidence published in service marketing and management literature.

Findings:

Customer education is an under-researched concept in the service marketing and management literature. It is a multilevel process aimed at informing and training customers to increase their knowledge levels, including basic, general, and deep knowledge. Our research suggests that customer education significantly affects customer perceived value in terms of benefits and outlays.

Benefits include:

1. Skill of Information Evaluation: Educated customers are more adept at critically evaluating information, making informed decisions.

2. Satisfaction and Appreciation: Educated customers tend to have higher levels of satisfaction and appreciation for products or services.

3. Perceived Risk: Education can lower perceived risks associated with a purchase, leading to increased trust.

4. Purchasing Power: Informed customers have a greater sense of purchasing power and confidence in their choices.

5. Protection of Rights and Interests: Customer education can empower individuals to protect their rights and interests effectively.

Outlays include:

1. Economic Commitment: Education can influence the financial commitment customers are willing to make.

2. Product Complexity: Educated customers may be more comfortable with complex products or services.

3. Information Accessibility: Access to relevant information is often improved through customer education.

4. Time Employed: Educated customers may spend less time deliberating and researching, leading to greater efficiency.

5. Cognitive and Behavioral Effort: Reduced effort in understanding the product/service.

6. Resulting Stress: Lower stress levels due to confidence in decision-making.

Customer evaluation skill mediates the relationship between customer education and perceived value. Customers with enhanced evaluation skills can more effectively leverage their knowledge to make better decisions and extract greater value from products and services.

Furthermore, investing in education and vocational training programs is essential for enhancing individuals' skills and qualifications, thereby increasing their competitiveness in the job market. Moreover, a strong emphasis on higher education not only equips individuals with the knowledge and expertise required for their chosen careers but also opens up opportunities for personal growth and development. By fostering a culture of continuous learning, we can empower individuals to pursue their passions and aspirations, while simultaneously contributing to the overall growth and prosperity of society. In this way, higher education becomes a catalyst for social mobility, innovation, and economic progress, ultimately benefitting individuals and communities alike.

Practical Implications:

This study enriches the analysis of customer education by proposing a conceptual framework that primarily focuses on the cognitive dimension of the post-purchase evaluation phase. By shedding light on the significance of customer education and its direct impact on perceived value, this framework offers valuable insights for service marketing and management, emphasizing the importance of an informed and educated customer base in today's competitive marketplace. It also underscores the broader relevance of education and continuous learning in personal, professional, and societal advancement.

Reference:

Angelo, Bonfanti., Federico, Brunetti. (2014). Customer Education, Evaluation Skills And Perceived Value: A Theoretical Framework.  

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