Aleksandra Pisnik Korda

The relationships among perceived quality, perceived risk and perceived product value

Perceived value is an extremely important concept in marketing and many authors have dealt with it in recent years. In Slovenia perceived value of product is a rather neglected aspect of the research. Moreover, nobody has empirically researched the impact of individual factors on perceived value of a product. The researched target group was students – the fastest growing segment among the users of mobile phones in Slovenia. In their research the authors focused on two of the perceived value impact factors: perceived product quality and perceived risk. Based on literature and our own findings, their main researched objective was to design the model of relationships among perceived value, perceived quality and perceived risk. After the model had been tested with the method of structural equation modeling (LISREL 8.0), the authors found that statistically significant relationships (positive and negative, direct and indirect) among the concepts researched exist.

Hotel image and guests satisfaction as a source of sustainable competitive advantage

In contemporary marketing research, there is a general consensus in marketing and management theory that intangible resources of the organisation can play crucial role in sustainable competitive advantage creation. In this paper, the relationships between four such intangible resources (hotel image, perceived quality, perceived value and hotel guest satisfaction) are empirically researched. Structural model of guest satisfaction was developed and tested on the sample of 1,020 tourists in Slovenia. Results suggest that the direct impact of perceived quality on guest satisfaction is quite weak. However, perceived quality as well as hotel image impact guest satisfaction indirectly through perceived value. The results indicate the importance of perceived value as mediating variable in service perception models which means that marketing practitioners and managers in the hotel industry should focus their efforts mainly on the perceived value of their offerings.

Direct and indirect effects of perceived price on perceived value of mobile phones

Nowadays many leading companies understand that creating outstanding customer value is necessary to achieving sustainable market success. The main problem discussed in this article is the examination of factors affecting perceived value, emphasizing the relationship between perceived price and perceived value. Based on literature and their own findings, the authors designed a model of relationships between researched factors. This model was tested using structural equation modeling. The results reflected that statistically significant relationships exists and that perceived price has direct as well as indirect efects on perceived product value.RésuméDe nombreuses sociétés importantes ont compris aujourd’hui que la création de valeur pour le client est nécessaire pour obtenir un succès durable sur le marché. Le principal problème discuté dans l’article est l’examen des facteurs qui déterminent la valeur perçue, en insistant sur les relations entre prix perçu et valeur perçue. A partir de la littérature et de leurs propres résultats, les auteurs ont conçu un modèle des relations entres les facteurs étudiés. Ce modèle a été testé par modélisation d’équations structurales. Les résultats révèlent l’existence de relations statistiquement significatives et l’existence d’effets directs et indirects du prix perçu sur la valeur perçue du produit.