Customer benefits and value creation in streaming services marketing: a managerial cognitive capability approach
基于管理认知动态能力，研究了流媒体服务中顾客感知的功能、体验、财务和心理社会利益对工具价值和终极价值的影响，通过GLM和fsQCA分析揭示了不同利益组合如何驱动价值创造，帮助管理者理解不同顾客的价值驱动因素。
Abstract Customer value analysis and management is a key theoretical and empirical issue in marketing management and strategic management. However, little is known about the influence of customer benefit on customer value from the microfoundations of the dynamic capabilities perspective. Currently, a boom in online video and music streaming services is changing the entertainment industry structure. Thus, marketing managers in the fast‐growing streaming services industry should have dynamic managerial capabilities to anticipate other service elements that customers consider valuable. Based on managerial cognitive dynamic capabilities, this research explored the influences of customer‐perceived functional benefit, experiential benefit, financial benefit, and psychosocial benefit on perceived instrumental and terminal values. General linear model (GLM) and fuzzy‐set qualitative comparative analysis (fsQCA) were conducted to gain a more nuanced understanding of how different customers’ perceived benefits have different impacts on perceived value. The findings illuminate complex benefit configurations that drive perceived instrumental and terminal values and contribute to the development of value creation and its drivers. The proposed framework can help managers develop managerial cognitive dynamic capabilities by increasing their understanding of the impact of different perceived benefits on value creation for different types of customers.