Business, Management and Accounting
8 years ago

Customer education boosts perceived value, shifts power from companies to consumers.

Sinergie Italian Journal of Management
Effects of customer education in terms of customer perceived value: the role of customer evaluation skills
Angelo Bonfanti, Federico Brunetti

Paper Summary

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The article explores how educating customers can impact how they value a product or service. By teaching customers about a product, they can better understand its benefits and make informed decisions. The study suggests that customer education can influence how customers perceive the value of a product, based on their knowledge levels and evaluation skills. This can help reduce information gaps between companies and customers, giving customers more power in their purchasing decisions. Strengthening customer education can benefit companies by improving customer satisfaction and loyalty.