Reconceptualizing customer perceived value: the value of time and place

Considering the empowered customer interacting with technology-based self-services, temporal and spatial access can be argued to influence service delivery. However, service management models have not considered the value of the service delivery at various locations and time frames not controlled by the service provider. Consequently, by arguing that time and location are explicit value dimensions, this paper investigates the importance of time and location and contrasts them to traditional value dimensions. A conceptual model of customer perceived value is proposed and empirically investigated. By linking value and quality models, customer perceived value is conceptualized as a function of benefit and sacrifice of technical, functional, temporal and spatial value dimensions. The empirical findings indicate that time and location are perceived as important value dimensions and that they are even more important dimensions than outcome and process elements. Theoretical and practical implications of the findings are discussed.