Why is value the key ingredient for customer loyalty?
Conceptual Pattern for Value
Value is the extent to which a good or service is perceived by its customer to meet his or her needs or wants. It is a quality that renders something useful. Value is based on the worth or importance of something to somebody. Perceived importance or usefulness translates to essential and distinguishing attributes. Value is a motivating force that compels action for its satisfaction. Value is something tangible or intangible that results in a grade or standard that identifies the essential nature of something. Value results in something that is a requirement or is wanted or is necessary but cannot be lacking. (Pattern Engine – Value N=12 © 2014)
If value is understood the meaning of Quality will follow.
First Principle: The purpose of value is to create loyal customers.
Second Principle: The subjective concept of quality is closely tied with the utility or value of the objective physical properties of the thing itself. The subjective concept of quality has to do with what we think, feel or sense as a result of the objective reality. When we consider quality from the subjective viewpoint, comparatively serious difficulties arise. To begin with there are various aspects of the concept of value. We may differentiate between the following four kinds of value; use, cost, esteem and exchange.1
Third Principle: Value is always increased by decreasing costs and by increasing performance if the customer needs, wants and is willing to pay for more performance.2
Fourth Principle: There are nine potential reasons for poor value from the suppliers and or customers perspective; lack of information, wrong beliefs, risk of personal loss, reluctance to seek advice, shortage of time, negative attitudes, changing technology, strict adherence to requirements and poor human relations.3
Fifth Principle: In the context of function “value” means the lowest cost that would provide a function with the qualities and specifications with which the customer wants to operate. 2
Sixth Principle: The analysis of value is the organized creative approach that has for its purpose the efficient identification of unnecessary cost, that is, cost that provides neither quality nor use nor life nor appearance nor customer features. 2
Key Conceptual Patterns
Subjectiveness is a judgment based on individual personal impressions and feelings and opinions rather than external facts or evidence. It pertains to, or is derived from, one’s own consciousness, in distinction from observation. Subjectiveness is a cognitive state resulting in a personal judgment or vague idea. Subjectiveness leads to awareness and immediate knowledge or perception of the presence of any object, state, or sensation but is not founded on proof or certainty. Subjectiveness is held with confidence but not substantiated by positive knowledge. It results in a lasting effect in which confidence is placed about understanding something. (Pattern Engine – Subjectiveness N=12 © 2014)
Judgment based on facts and the observation of phenomena and not influenced by emotions or personal prejudices and free of bias. It is a partiality about a piece of information that is reached by attentive watching. Objectiveness is a statement of verified information that can be shown to be true, to exist, or to have happened about events that have occurred. Objectiveness is about circumstances that exist or performance of what is prescribed. It is not an unfair preference preventing consideration and does not leave the mind indifferent. (Pattern Engine – Objectiveness N=12 © 2014)
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1 Walter Shewhart, Economic Control of Manufactured Product, 1931.
2 Lawrence D. Miles, Techniques of Value Analysis and Engineering, 2nd Edition, 1972.
3 Anil Kumar Mukhopadhtyaya, Value Engineering Mastermind, 2009.