JSM 07 2014 0241 Ok Customer Bisa Potong PDF

Journal of Services Marketing
Intrinsic value dimensions and the value-satisfaction-loyalty chain: a causal model for services
Martina G. Gallarza Francisco Arteaga-Moreno Giacomo Del Chiappa Irene Gil-Saura
Article information:
Downloaded by Trisakti School of Management, STIE Trisakti At 17:12 01 November 2016 (PT)
To cite this document:

Martina G. Gallarza Francisco Arteaga-Moreno Giacomo Del Chiappa Irene Gil-Saura , (2016),"Intrinsic value dimensions and
the value-satisfaction-loyalty chain: a causal model for services", Journal of Services Marketing, Vol. 30 Iss 2 pp. 165 - 185
Permanent link to this document:
http://dx.doi.org/10.1108/JSM-07-2014-0241
Downloaded on: 01 November 2016, At: 17:12 (PT)
References: this document contains references to 102 other documents.
To copy this document: permissions@emeraldinsight.com
The fulltext of this document has been downloaded 520 times since 2016*
Users who downloaded this article also downloaded:

(2016),"Co-creating value with consumers through social media", Journal of Services Marketing, Vol. 30 Iss 2 pp. 141-151 http://
dx.doi.org/10.1108/JSM-03-2014-0112
(2016),"The effect of cues on service quality expectations and service selection in a restaurant setting: A retrospective and
prospective commentary", Journal of Services Marketing, Vol. 30 Iss 2 pp. 136-140 http://dx.doi.org/10.1108/JSM-01-2016-0010
Access to this document was granted through an Emerald subscription provided by emerald-srm:562711 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service
information about how to choose which publication to write for and submission guidelines are available for all. Please visit
www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com

Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of
more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online
products and additional customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics
(COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.
*Related content and download information correct at time of download.
Intrinsic value dimensions and the

value-satisfaction-loyalty chain: a causal
model for services
Martina G. Gallarza
Department of Marketing, University of Valencia, Valencia, Spain
Francisco Arteaga-Moreno
Facultad de Medicina y Odontologa, Universidad Catlica de Valencia San Vicente Mrtir, Valencia, Spain
Giacomo Del Chiappa

Department of Economics and Business, University of Sassari, Sassari, Italy and School of Tourism & Hospitality,
University of Johannesburg, Johannesburg, South Africa, and
Irene Gil-Saura
Department of Marketing, University of Valencia, Valencia, Spain
Abstract
Purpose Within the abundant and not always unanimous body or research on conceptual and methodological approaches to consumer value in
services, there are two areas of relative consensus: the multidimensional nature of value (intra-variable approach) and the existence of causal
relations with other constructs (inter-variable approach). This work aims to contribute additional knowledge in both areas, with a joint approach
in a structural model tested for hospitality services.
Design/methodology/approach The study proposes four scales of intrinsic values (entertainment, aesthetics, ethics and spirituality as
relaxation), based on Holbrooks (1999) value typology, and a casual model to be used to measure the relationships between these four values and
overall perceived value, satisfaction and loyalty. The model is tested with PLS on a sample of 585 hotel guests on the island of Sardinia (Italy).
Findings The psychometric properties of all four value scales, created ad hoc, are tested and approved. Results on the causal model show
contrasted links on the intra-variable approach, entertainment, aesthetics and spirituality (measured as relaxation), are positive antecedents of
perceived value, while the path ethics-overall value is not confirmed. The valuesatisfactionloyalty chain is fully confirmed, with strong linkages.
Research limitations/implications The authors acknowledge the use of a convenience sample, of mainly leisure tourists.
Practical implications The implications for managers are derived on the need of considering extra drivers (intrinsic and therefore fully
experiential) of satisfaction and loyalty.
Originality/value Research on value has been qualified as not univocal and controversial. This study adds knowledge on the use of four less
common value types (intrinsic ones) and sheds light on their nature as antecedents of the well-known valuesatisfactionloyalty chain.
Keywords Loyalty, Satisfaction, Causal model, Perceived value, Intrinsic dimensions of value
Paper type Research paper
1. Introduction
In spite of this importance, perceived value is probably one

of the most controversial and revisited concepts in services
marketing research: it has been described chronologically in
the academic literature as an amorphous concept (Zeithaml
and Bitner, 1996, p. 33), one of the most overused and
misused concepts (Khalifa, 2001, p. 646), presenting a
nebulous differentiation (Boksberger and Melsen, 2011,
p. 230), and consequently, being multifaceted and complex
(Gallarza et al., 2011, p. 183).
Customer value has for long been a cornerstone of consumer

behaviour understanding for service managers and
researchers. Considered in 1994, among further research
needs (Brown et al., 1994, p. 41), 16 years later, Ostrom et al.
(2010, p. 26) chose service value measurement and
optimization as a Research Priority for the Science of
Service where significant opportunities exist to create new
knowledge in this area.
The authors gratefully acknowledge the support of the Spanish Ministry of

Science and Innovation for this study (National R&D Plan ECO2010/
1745 and ECO2013-43353-R). The authors are also deeply thankful to
Morris B. Holbrook for his help in the qualitative phase, in the choice of
indicators according to his conceptual framework on value.
The current issue and full text archive of this journal is available on
Emerald Insight at: www.emeraldinsight.com/0887-6045.htm
Received 18 July 2014

Revised 24 January 2015
18 June 2015
Accepted 25 June 2015

30/2 (2016) 165185
Emerald Group Publishing Limited [ISSN 0887-6045]
[DOI 10.1108/JSM-07-2014-0241]
165
Value-satisfaction-loyalty chain
Martina G. Gallarza et al.
Volume 30 Number 2 2016 165185
Some of the latest contributions to perceived value research

seek to alleviate the often cited ambiguity of the value
concept (Gummerus, 2013, p. 19). Indeed, it must be
acknowledged that the past two decades have witnessed much
significant progress in overcoming the methodological and
measurement difficulties of this variable (see studies such as
those by Mathwick et al. (2001), Sweeney and Soutar (2001),
Petrick (2002), Lin et al. (2005), Martn-Ruiz et al. (2008)
and Leroi-Werelds et al. (2014). Probably, as occurred in the
1980s with service quality and in the 1990s with customer
satisfaction, the study of value has gone from an initial phase
of conceptual development (in the 1980s) to a second phase of
methodological development and measurement (post-2000).
In this present phase of methodological development, we
signal the distinction of two approaches in particular (Gallarza
and Gil-Saura, 2006, p. 438):
1 an intra-variable approach that emphasises the
multidimensional nature of value, and recognises groups
of dimensions through their cognitive, affective and social
nature; and
2 an inter-variable approach that uses structural equations
models (SEMs) to measure the relationships between
perceived value and other variables like service quality,
customer satisfaction and customer loyalty.
to test which of these intrinsic benefits (through direct and

indirect effects) best explain overall perceived value and
customer loyalty (inter-variable approach).
This dual objective is methodologically pursued by providing

a structural model, estimated with PLS, offering intrinsic
value dimensions (play, aesthetics, ethics and spirituality), as
antecedents of overall perceived value, customer satisfaction
and customer loyalty.
The service setting chosen for accomplishing these
objectives is a hospitality experience. Previous works on
hospitality services have addressed the relevance of perceived
value as one of the most salient determinants of purchase
intentions and repeat purchase behavior (Jayanti and Ghosh
(1996, p. 5). Accordingly, for a long time and consistently
over the years, researchers have chosen hospitality for
analysing service value experiences (e.g. in chronological
order, Jayanti and Ghosh, 1996; Oh, 1999; Tam, 2000; Oh,
2003; Al-Sabbahy et al., 2004; Chen and Tsai, 2007;
Nasution and Mavondo, 2008; Cho and Jang, 2008; Sparks
et al., 2008; Hu et al., 2009; He and Song, 2009; Williams and
Soutar, 2009; Kim and Perdue, 2013). The reasons why
hospitality settings are good fieldwork for researching both
inter- and intra-variable approaches to consumer value are
varied, and can all be considered drivers of our own selection:
all tourism services (including hospitality) are highly

multidimensional consumer experiences (Al-Sabbahy
et al., 2004; Gallarza and Gil-Saura, 2006; Snchez et al.,
2006; Sparks et al., 2008), and thus, allow a broader range
of value dimensions to be experienced in a limited lapse of
time;
the tourism product is predominantly an experiential

product (Duman and Mattila, 2005; Otto and Ritchie,
1996; Yuan and Wu, 2008), and intrinsic values are
fundamental for understanding experiential offers
(Holbrook, 1999; Snchez-Fernndez et al., 2009); and
leisure and tourism services have been praised for their

appropriateness for studying relationships between
emotions, satisfaction and loyalty in service experiences
(Chen and Tsai, 2007; Duman and Mattila, 2005; Hu
et al., 2009; Williams and Soutar, 2009; Yuan and Wu,
2008).
In the past decade, various contributions have sought to join

both perspectives in the same study (Babin and Kim, 2001;
Gallarza and Gil-Saura, 2006; Leroi-Werelds et al., 2014; Lin
et al., 2005; Snchez-Fernndez et al., 2009); but, the
spectrum of the results of this dual approach is very broad and
does not always reach consensus. As Boksberger and Melsen
(2011, p. 240) have already stated despite this continuous
debate, no consistent evidence is given for the
operationalization of perceived value and its interdependence
on other marketing constructs. The main discussions cover
issues such as if value dimensions (quality, price, social value
and others) have just a direct effect (Babin and Kim, 2001;
Oh, 2003) or both direct and indirect effects (Brodie et al.,
2009; Carpenter, 2008; Cronin et al., 1997; Gallarza and
Gil-Saura, 2006; He and Song, 2009; Hu et al., 2009; Lin
et al., 2005) on customer satisfaction and/or customer loyalty,
and which value dimensions best predict customers
satisfaction and loyalty (Gallarza and Gil-Saura, 2006;
Snchez-Fernandez et al., 2009).
This work contributes to these two main discussions on this
mixed stream of inter- and intra-variable measurement of
perceived value by focussing on value dimensions that are less
common in the service literature: intrinsic values from
Holbrooks (1999) typology. Intrinsic value occurs when the
consumption experience is viewed as an end in itself, in
opposition to extrinsic value, that stems from a means-end
relationship in the consumption (Holbrook, 1999, p. 10).
Intrinsic dimensions are less studied in perceived value works
because they provide an experiential and phenomenological
approach to consumption (Oliver, 1999; Smith, 1999), which
is more difficult to explore than the more functional and
utilitarian approaches (price, service quality, excellence, time
efficiency, etc.). We therefore propose two objectives:
1 to explore the nature of the experience that results from
the consumption of intrinsic benefits as dimensions of
value (intra-variable approach); and
The outline of the paper covers a conceptual framework that,

first, highlights the relevance of value research for service
marketing literature, and then reviews the inter-variable
perspective (i.e. the study of value and its relations with other
variables) and also addresses the rich and varied study of value
dimensionality, highlighting the scant interest in intrinsic
dimensions. Out of this review, our model is proposed.
The methodology section addresses the construction of the
questionnaire and presents analyses and results. Finally, the
paper ends with the main contributions of the work, of interest
for improving our understanding on how to create and provide
value for consumers in service offerings.
2. Conceptual framework
2.1 Services literature and the value concept
Any marketing researcher interested in services comes,
sooner or later, across the notion of value: its relevance for
service marketing is both epistemological and practical
166
(Holbrook, 1999; Lin et al., 2005; Martn-Ruiz et al., 2008;

Smith, 1999). On the one hand, epistemologically, the value
concept is placed at the very heart of marketing thought when
understanding products, as need satisfiers. Holbrook (1999,
p. 9) strongly believes in the conceptualization of all product
offerings as performing services in their capacity to create
need-or want-satisfying experiences, through creating
customer value. In this spirit, he proposes that all marketing
should be considered services marketing. Accordingly, his
conceptualization of value dimensionality is the one chosen for
our empirical study because of its experiential approach,
found to be particularly useful for understanding services
consumption (Holbrook, 1999; Snchez-Fernndez et al.,
2009; Smith, 1999).
On the other hand, value is a key notion for understanding
the debate on the differences of goods vs services in marketing,
both in its infancy (Shostack, 1977) and in the current times
(Grnroos and Voima, 2013; Gummerus, 2013). To that
extent, in the goods/services continuum, services added to
goods are value drivers (a five-year guarantee on an appliance
is a competitive added functional value), and goods added to
services are also value drivers (the servicescape of a trendy
store is an added aesthetic value). As a consequence, in
practical application of the service literature, both terms
value and service are sometimes described as
interchangeable (offerings of added value offerings with
added services), which semantically does not add clarity to the
already controversial conceptual nature of the value notion.
The notion of value, however, helps to refine seminal theories
for services marketing which are revisited because they are
relevant for building more value-based knowledge.
Furthermore, varied expressions are used in the services
literature to refer to the value concept (see, among others,
service value, customer value, consumer value and perceived
value), In fact, although some differences between customer
and consumer value can be identified (Jensen, 1996; Lai,
1995), in a consumer behaviour context, such as the one in
this work, the notion is more explicitly or precisely referred to
as perceived value (Gallarza et al., 2011, p. 183). This
nomenclature is also the one originally used in the pioneering
work by Zeithaml (1988), which defines perceived value as a
consumer overall assessment. Consequently, perceived
value refers to a holistic measure of value, the one that is
studied in the inter-variable approach, alongside service
quality, customer satisfaction and customer loyalty; value
dimensions refer to the intra-variable approach on value,
which explores value multidimensionality. Both approaches
are reviewed in the following sections, to build our model and
provide the research hypotheses.
concerning linkages and temporal order between these

variables (inter-variable perspective).
First, proposals on this inter-variable perspective followed
the approach of the means-end models of consumer
behaviour; in this trend, Zeithamls (1988) proposal must be
considered a pioneering, seminal work, together with the work
by Monroe (1990), which focuses more on qualityprice
relations in the light of value. Later on, discussions on
differences between service quality and customer satisfaction
dominated the stage for years (Bolton and Drew, 1991; Oliver,
1997), addressing, in most cases, a crucial role for the notion
of value in this relationship (Day and Crask, 2000; McDougall
and Levesque, 2000). Out of this trend, in most empirical
works on value, service quality is generally considered the
most usual antecedent of perceived value, occasionally
accompanied by sacrifice (Brady et al., 2005; Cronin et al.,
2000).
Second, discussions on the direction of the link between
perceived value and customer satisfaction have also been
broadly debated for decades (Brady et al., 2005; Cronin et al.,
2000; Oliver, 1997); the proposal of valuesatisfaction effects
has been the most robust in comparative proposals (Gallarza
et al., 2013). In short, perceived value is considered the most
important and most comprehensive antecedent of customer
satisfaction (Day and Crask, 2000; McDougall and Levesque,
2000; Oliver, 1997, 1999; Parasuraman, 1997; Woodruff,
1997).
Third, the final construct in most means end models are
behaviour intentions as a broad expression used by
Zeithaml et al. (1996) which, as Brady et al. (2005) point out,
refers to a construct that captures different outcome
dimensions (including recommendation, repeat purchase and
willingness to purchase at higher prices). These dimensions
have been associated with customer loyalty for a long time
(Jacoby and Chestnut, 1978; Oliver, 1997); customer loyalty
is therefore assessed in many empirical applications by a
combination of measures of word of mouth and repurchase
intentions (Cronin et al., 2000; Gallarza and Gil-Saura, 2006;
Hu et al., 2009).
After decades of research, it is assumed that any of these
forms of loyalty towards the service provider is dependent on
both levels of perceived value and satisfaction with the service
provision: loyalty considered as a consequence of value and
satisfaction is thus a widespread reality (Cronin et al., 2000;
Gallarza et al., 2011; Leroi-Werelds et al., 2014; Parasuraman
and Grewal, 2000). But, one of the questions raised is whether
these positive effects of value and satisfaction on loyalty are
simultaneous or sequential: the consensus on this issue has not
been reached. On the one hand, some works consider no
direct links between value and loyalty (e.g. Chen and Tsai,
2007; Gallarza and Gil-Saura, 2006; McDougall and
Levesque, 2000), that is, they consider that satisfaction
mediates between them. On the other hand, the contrary
proposal is also common (Hu et al., 2009; Hutchinson et al.,
2009, Oh, 1999; Tam, 2000). Therefore, within the
inter-variable approach, there is no clear consensus on
whether perceived value and customer satisfaction are
simultaneously antecedents of customer loyalty, or if there is a
valuesatisfactionloyalty chain, where customer satisfaction
2.2 Perceived value and its relations with other

variables (inter-variable approach)
Many empirical works have addressed the relationships
between key constructs in services marketing, namely, service
quality, perceived value, customer satisfaction and customer
loyalty. Nevertheless, after decades of research, conflicting
arguments have been made as to their differences, similarities,
linkages, temporal order and overall relationship (Boksberger
and Melsen, 2011, p. 240). We revise here the main issues
167
is merely a mediator between perceived value and customer

loyalty.
Babin et al. (1994) also went deeper into the two-dimensional

nature of the value of a purchase, with subsequent
replications, as Table I shows, mainly in retailing formats
(Carpenter and Moore, 2009; Carpenter, 2008; Jackson et al.,
2011; Stoel et al., 2004). Other post-2000 studies have taken
up again the utilitarian vs hedonic values dichotomy,
pursuing more complex typologies of value, emphasising the
affective elements of value in service settings; see, for example,
in Table I, Duman and Mattilas (2005) work as one of the
scant proposals focusing solely on intrinsic (experiential) value
dimensions (control, novelty and hedonics), and Yuan and
Wus (2008) work which considers experiential dimensions of
marketing (feel, sense, think and quality) with effects on both
functional and emotional value. Others address combinations
of both extrinsic and intrinsic values such as Babin and Kim
(2001), Snchez-Fernndez and Iniesta-Bonillo (2006),
Snchez et al. (2006), Gallarza and Gil-Saura (2006),
Nasution and Mavondo (2008), Williams and Soutar (2009);
all of these works address value dimensionality in hospitality
settings, where this combination of values is fully experienced.
This utilitarian vs hedonic dichotomy of the value concept
enables coverage of broad, very diverse and fresh marketing
experiences (Duman and Mattila, 2005; Gill, 2008; Voss
et al., 2003). In fact, reformulations of this classical typology
of value constantly open the debate on the affective/cognitive
dimensionality of consumption, and on the complementary
nature of services and products, both trends being useful for
modelling marketing problems in advertising, product testing,
brand positioning and/or sales promotions (Chitturi et al.,
2008: Smith, 1999; Voss et al., 2003).
2.3 Dimensions of perceived value (intra-variable

approach)
Concerning the intra-variable approach, that is, when
exploring the notion of value from inside, one of the few areas
of agreement around the notion of value is probably its
multidimensional nature (Boksberger and Melsen, 2011;
Gallarza et al., 2011; Lin et al., 2005). However, while
acknowledging this multidimensional nature, it becomes very
difficult to identify the number and nature of those
dimensions. To evidence the wide variety of proposals, Table I
presents a collection of 27 post-2000 empirical works on
value: it provides information on authors, date, type of
product/service, name of the dimension and the nature of
these dimensions (i.e. extrinsic vs intrinsic, matching
Holbrooks distinction).
This classification allows visualization of the unbalanced
interest for some dimensions: economic and social dimensions
(extrinsic) are more often included across years and authors
(price, quality, social value and sometimes risk), than hedonic
and altruistic dimensions (intrinsic). As stated before, some
types of value [. . .] have received little attention from
consumer researchers, including ethics or morality in
consumption (Smith, 1999, p. 150). Names attributed to
hedonic dimensions can be very diverse and varied across
studies (emotional, hedonic, diversional, symbolic,
experiential, etc.). Some works embrace a narrower
experiential approach (just considering utilitarian and hedonic
values) and others (the minority) look for a broader
perspective, and also envision altruistic dimensions of value.
All this reveals how difficult it is to delimitate value
dimensionality accurately and reliably across authors.
Table I also shows a broad recognition in the literature of
the distinction between utilitarian value and hedonic value.
According to this distinction, the act of purchase and
consumption should not be understood as merely functional
events, they have emotional dimensions that must be grasped
to fully understand consumption. This duality was introduced
in the 1980s, in the works by Holbrook and Corfman (1985)
and Holbrook and Hirschman (1982). Historically, these
contributions represent a milestone in the study of consumer
behaviour, moving away from more utilitarian conceptions of
human behaviour in the market and providing an experiential
and phenomenological perspective of consumption which
included new aspects such as hedonic, symbolic and aesthetic
reasons.
Despite its relative age, hedonic/utilitarian considerations
have interested academics for a long time, as demonstrated by
Sheth et al.s (1991) work, which already distinguished
functional, emotional, epistemic, conditional and social levels.
These dimensions, in turn, have served as the basis for the
important work by Sweeney and Soutar (2001), developing
the PERVAL scale which has subsequently been widely used
in empirical research on value (Chi and Kilduff, 2011; Grace
and O Cass, 2005; Ruiz and Gil-Saura, 2008). Adapting
PERVAL to service research, Petrick (2002) propose a value
scale (SERV-PERVAL), first tested in a tourism setting, but
that was meant to work for all service settings. The study by
2.3.1 Holbrooks (1999) approach to value dimensionality

Holbrook himself has developed and refined this utilitarian vs
hedonic old dichotomy, giving rise to a complex proposal of
the dimensionality of value. He recognises three areas that
permit classification of the different types of value that can
occur in a consumption experience (Holbrook, 1999, p. 12):
extrinsic value vs intrinsic value, self-oriented value vs
other-oriented value and active value vs reactive value. The
combination of these three areas in a 2 2 2 matrix gives
rise to eight types of value: efficiency, excellence, play,
aesthetics, status, esteem, ethics and spirituality.
First, the easier distinction in Holbrooks (1999) framework
is the self vs other orientation of value. As shown in Table I,
many other authors do consider a social dimension when
classifying the types of value derived in consumption (Chi and
Kilduff, 2011; Cho and Jang, 2008; Gallarza and Gil-Saura,
2006; Leroi-Werelds et al., 2014; Mathwick et al., 2002;
Nasution and Mavondo, 2008; Panda-Bajs, 2015; Petrick,
2002; Sanchez-Fernandez et al., 2009; Seo and Lee, 2008).
Second, distinctions between active or reactive values,
where the subject (consumer) acts/reacts on/to the object
(product or service), allow differentiations between, for
instance, play and aesthetics: consumers are actively involved
when enjoying playfulness experiences, and reactively involved
when contemplating an aesthetic value in consumption.
However, empirical works on Holbrooks value types often
skipped the active/reactive dimension, either in the distinction
between status and esteem, reorganized into social value
(Chi and Kilduff, 2011; Gallarza and Gil-Saura, 2006
Sweeney and Soutar, 2001) or between ethics and spirituality,
168
Quality
Monetary price
Behavioural price
Functional value
Customer perceived sacrifices
Utilitarian value
Monetary sacrifice
Fulfilment/reliability
Customer service
Petrick (2002) service (cruise)
169
Martn-Ruiz et al. (2008) service (multiple

contexts) (medical, dry-cleaning, autorepair,
health club, fast food)
Nasution and Mavondo (2008) service (hotel
and catering)
Cho and Jang (2008) service (hospitality:

resorts)
Seo and Lee (2008) service (retailing)
Ledden et al. (2007) service (higher education)
Turel et al. (2007) service (short messaging)
Snchez et al. (2006) service (travel agency)
Gallarza and Gil-Saura (2006) service (Students

Travels)
Duman and Mattila (2005) service (cruise)
Stoel et al. (2004) service (retailing: malls)

Lin et al. (2005) service (e-retailing)
Wang et al. (2004) service (securities firms)
Prestige
Emotional value
Non-monetary sacrifice
Sensation seeking
Hedonic
Experiential shopping value
Diversional shopping value
Service equity (image or Brand equity)
Confidence benefits (trust, relational value)
Emotional
Emotional value
Novelty
Hedonics
Control
Play
Aesthetics
Hedonic value
Web site design
Security/privacy
Emotional value
Visual appeal
Entertainment
Enjoyment
Emotional response
Intrinsic
(continued)
Escapism
Altruistic

Reputation for quality

Value for money
Self-expressive
shopping value
Social
Social value
Social value
Social value
Social
Social Value
Reputation
Social value
Safety
Fun
Emotional value
Value dimensions (in accordance to Holbrooks classification)

Extrinsic
Social
Hedonic
Perceived monetary price, perceived risk time and

effort spent
Efficiency
Service quality
Functional value (of the travel agency and of the
personnel),
Quality functional value
Price
Value for money
Performance quality value
Functional value
Monetary sacrifice
Utilitarian
Risk avoidance
Reliable shopping value
Efficient shopping value
Service quality
Perceived sacrifice (monetary and non-monetary)
Planning
Educational
Price/value for money
Performance/quality
Efficiency
Economic value
Babin and Kim (2001) service (students travels)
Sweeney and Soutar (2001) product (Consumer

durable goods)
Mathwick et al. (2001) service (catalog and
internet shopping)
Functional
Author and object
Table I Value dimensionality: a selection of post-2000 studies
Social value
Reputation
Utilitarian value
Functional value
Utilitarian value
Functional
Value for money
Functional value
Efficiency
Quality
Price value
Quality value
Utilitarian value
Cognitive attributes
Excellence, efficiency, play,
Quality of (touristic) services

Monetary costs
Non-monetary costs
Carpenter (2008) service (retailing)

Yuan and Wu (2008) service (coffee shops)
Carpenter and Moore (2009) service (retailing)
Williams and Soutar (2009) service (adventure
tourism)
Brodie et al. (2009) service (coffee outlets)
Snchez-Fernndez et al. (2009) service
(vegetarian restaurants)
Chi and Kilduff (2011) product (Casual
sportswear)
Jackson et al. (2011) service (retailing)
Kim and Perdue, (2013) service (hotels)
170
Leroi-Werelds et al. (2014) products (Multi:

toothpaste, soft drink, DVD player and day
cream)
Panda Bajs (2015) service (tourism destination)
Social value
Social value
Social value
Functional
Emotional experience
(Destination) appearance
Hedonic value
Affective attributes
Sensory attributes
Aesthetic value
Hedonic value
Emotional Value
Hedonic value
Emotional value
Novelty value
Symbolic value
Play
Aesthetics
Emotional value
Value dimensions (in accordance to Holbrooks classification)

Extrinsic
Social
Hedonic
Author and object
Table I
Intrinsic
Altruistic
value
Altruistic

combined into an altruistic category (Snchez-Fernndez

et al., 2009, p. 101).
Third, the extrinsic vs intrinsic dichotomy is rooted in the
classical typology of hedonic value vs utilitarian value, but in a
more sophisticated version. Other texts recognise the terms
hedonic, emotional, affective and intrinsic as close or related
(Babin et al., 1994; Gill, 2008). However, in our opinion, the
term intrinsic is both very rich and modern because it is a way
of endorsing Holbrooks seminal idea that value is
experiential and that the consumer is placed in the centre of
the value provision as only a consumption experience can
offer intrinsic value (Holbrook, 1999, p. 10); and because
recent contributions to the discussion on value creation recall
this crucial role of value as an experience (Helkkula et al.,
2012).
However, in spite of its conceptual relevance, Holbrooks
framework has also raised criticism, arising mainly in two
directions. Firstly, methodological shortcomings for its
operationalization denounced both theoretically (Day and
Crask, 2000, p. 42; Oliver, 1999, p. 44) and empirically
(Gallarza and Gil-Saura, 2006, p. 443; Leroi-Werelds et al.,
2014, p. 433; Snchez-Fernndez et al., 2009, p. 101).
Second, discrepancies in its conceptual delimitation have also
been raised, as value types may theoretically overlap (Smith,
1999, p. 14; Wagner, 1999, p. 143) and, although value as a
trade-off between benefits and sacrifices, resulting from
Zeithamls (1988) original work, is a widespread approach in
the service literature, Holbrooks framework is criticised for
his non-consideration of negative inputs (Gallarza and
Gil-Saura, 2006, p. 443; Oliver, 1999, pp. 45-49).
Nevertheless, for the purpose of our study, that seeks to
assess intrinsic values that imply higher levels of abstraction in
the consumers internal valuation process (especially ethics
and spirituality), we do not consider price or any other cost,
following Oliver (1999, p. 50) who states, one can produce a
hierarchical list of the degree to which cost is embedded in the
internal valuation process. At an uppermost level, cost is
irrelevant. Our proposal contributes to the existing
knowledge on value brought by Holbrook (1999) both
theoretically and empirically: first, because it considers the
intrinsic dimensions of value that have been elicited in
previous works in a model as exogenous variables, and second,
because it combines those dimensions with the usual chain of

effects perceived value customer satisfaction customer
loyalty. This is therefore an original and comprehensive
approach as it brings an original experiential focus to service
consumption.
2.4 Model proposition
Methodologically, in previous works, value dimensions are
considered, in structural models, as antecedents of (overall)
perceived value, customer satisfaction and/or customer
loyalty, as in Babin and Kim (2001), Duman and Mattila
(2005), Gallarza and Gil-Saura (2006), Turel et al., (2007) or
Yuan and Wu (2008). We propose the same methodological
procedure in our study, but concentrate on the intrinsic
dimensions of value (Holbrook, 1999) which, as Table I
shows, are less studied in works on perceived value. We
therefore chose as exogenous variables in the causal model the
four intrinsic dimensions in Holbrooks (1999) typology,
(play, aesthetics, ethics and spirituality).
Regarding the chain of effects between constructs of
consumer post-purchase behaviour, in accordance with many
existing works from the services literature (Babin and Kim,
2001; Brady et al., 2005; Chen and Tsai, 2007; Cronin et al.,
2000; Duman and Mattila, 2005; Gallarza and Gil-Saura,
2006), we chose three constructs: perceived value as an overall
assessment (Zeithaml, 1988), customer satisfaction as a
post-consumption outcome (Oliver, 1997) and customer
loyalty as both willingness to repeat purchase and to
recommend (Zeithaml et al., 1996). Therefore, intrinsic value
dimensions and an overall perceived value measure, customer
satisfaction and customer loyalty, are therefore considered
simultaneously in our model as first-order constructs. The
relationships that support the proposal for our model
(Figure 1) are based on nine hypotheses, proposed in the light
of the literature review.
The first exogenous variable in the model is play, a
fundamental underpinning of the experiential approach that
considers fun as a key driver of consumption (Holbrook and
Hirschman, 1982), also further included in the hedonic value
scale from Babin et al. (1994) which considers items of joy.
The play dimension is broadly recognised among service
researchers (Table I), corresponding in other empirical works
Figure 1 Proposed model

Play
H1
Aesthetics
H7
H8
H2
H5
Perceived
Value
H3
Customer
Satisfaction
H9
Ethics
H4
Relaxation
171
H6
Customer
Loyalty
to enjoyment (Mathwick et al., 2001), fun (Babin and

Kim, 2001; Sparks et al., 2008) or more holistically
emotional response, as in the SERV-PERVAL scale by
Petrick (2002, p. 128). This intrinsic dimension, in all these
guises, is considered as conducive to better value perceptions
(Babin and Kim, 2001; Chi and Kilduff, 2011; Gallarza and
Gil-Saura, 2006; Yuan and Wu, 2008):
replicated by others). Regarding the latter, relaxation, works

using emotional value consider aspects such as feeling relaxed
(Chi and Kilduff, 2011, p. 424), a comfortable dimension
among affective attributes (Kim and Perdue, 2013, p. 250) or
directly a relaxation dimension in consumer value models in
leisure settings (Sparks et al., 2008, p. 103).
All these meanings of spirituality are in accordance with an
intrinsic, reactive and other-oriented (at a macro level) value.
Matching the same scheme, we consider this intrinsic
dimension of value to be direct and positive antecedents of
perceived value:
H1.
Play is directly and positively related to perceived value.
The second antecedent of perceived value considered in our

study is aesthetics, which has long been recognized as a driver
for consumption decisions (Baker et al., 2002; Bitner, 1992
Holbrook, 1999; Mathwick et al., 2001; Wagner, 1999).
Visual appeal relies on aspects such as design, physical
attractiveness and beauty, both of the products and of the
layout of the consumption experience. In service literature,
these effects can be labelled as design and ambient (Baker
et al., 2002, p. 120), or servicescape (Bitner, 1992), and
they have direct effects on overall perceptions such as
consumer value, satisfaction and/or customer loyalty (Baker
et al., 2002; Mathwick et al., 2002). In leisure and tourism
settings, relevance of servicescapes has also long been
signalled (Wakefield and Blodgett, 1994), aesthetics being
associated in previous works to sense perception
stimulations (Yuan and Wu, 2008) related to our five senses,
or within sensory attributes an overall atmosphere (Kim and
Perdue, 2013), all leading thus to higher perceived value:
H2.
H4.
Furthermore, in the inter-variable perspective, we address the

relationships between perceived value, customer satisfaction
and customer loyalty. As shown in our literature review, a
particular feature of means end models is that loyalty is
considered to be a consequence of both perceived value and
customer satisfaction. In this sense, among the many
propositions, some consider that perceived value affects
simultaneously customer loyalty and customer satisfaction
(Hutchinson et al., 2009; Oh, 1999; Tam, 2000).
Nevertheless, as the consensus on this issue has not been
reached and has been discussed controversially (Boksberger
and Melsen, 2011, p. 230), we chose to follow works that do
not propose direct links between perceived value and
customer loyalty (Carpenter, 2008; Gallarza and Gil-Saura,
2006; Gallarza et al., 2013; Oh, 1999; Tam, 2000). These
works, like ours, consider that customer satisfaction mediates
between perceived value and customer loyalty. Taking into
account this second evidence, we posit:
Aesthetics is directly and positively related to perceived

value.
The third endogenous construct considered in our model is

ethics, an underlying dimension of interchanges and value
co-production (Arvidsson, 2011), because there is an ethical
dimension of decision-making in the market place (Fritzsche
and Oz, 2007, p. 335). Ethics has been related in previous
works to price transparency and non-deception practices
(Romn, 2007, p. 137). But as a social dimension (Arvidsson,
2011; Holbrook, 1999), ethics should also relate to
perceptions of social justice (Fritzsche and Oz, 2007,
p. 337) and to cooperation: positive returns for the
community as in Romani et al. (2013, p. 197). In sum, these
ethical values enhance the value perception of both the
company and its offerings (Arvidsson, 2011; Romani et al.,
2013; Fritzsche and Oz, 2007), allowing thus to state as third
hypothesis that:
H3.
Spirituality is directly and positively related to

perceived value.
H5.
Perceived value is directly and positively related to

customer satisfaction.
H6.
Customer satisfaction is directly and positively related

to customer loyalty.
Finally, and as a particular contribution of our work, we

propose additional links in the model between intrinsic value
dimensions and customer loyalty. In contrast, no links are
anticipated between the dimensions of value and satisfaction
because as noted above, our view of the inter-variable
perspective advocates for satisfaction as a mediator between
perceived value and customer loyalty. Spirituality has been
limited to a single link in the model (see further explanation on
this scale, adapted into relaxation). The other antecedents of
value, all intrinsic (i.e. presenting an end in themselves, fully
affective and/or emotional), are related to customer loyalty,
understood here as a variable of the same nature (affective and
emotional). We therefore consider, in accordance with some
previous empirical works (Baker et al., 2002; Chitturi et al.,
2008), that hedonic values (play and aesthetics) may have a
positive influence on loyalty behaviour, and also ethics which
influence consumer behaviour, leading to positive relational
outcomes, such as loyalty, positive word of mouth (Romani
et al., 2013, p. 193). Therefore, we posit these final three
hypotheses, corresponding to the three intrinsic values (except
spirituality), as antecedents of loyalty:
Ethics is directly and positively related to perceived

value.
The last value dimension considered is spirituality, the most

contested and difficult dimension in Holbrooks classification
(Leroi-Werelds et al., 2014; Snchez-Fernndez et al., 2009).
The two closest forms of spirituality found in previous empirical
works rely on escapism and/or relaxation. For the former, in
retailing formats, escapism as an experiential dimension is
explicitly proposed in Mathwick et al. (2001, 2002). Previous
works that consider hedonic value as a whole also introduce
indicators related to escapism such as truly felt like an escape,
to act on the spur of the moment and also I felt a sense of
adventure (see the original scale from Babin et al. (1994) further
172
H7.
Play is directly and positively related to customer

loyalty.
H8.
Aesthetics is directly and positively related to customer

loyalty.
H9.
Ethics is directly and positively related to customer

loyalty.
escapism, comfort and relaxation as value dimensions in

hospitality (Kim and Perdue, 2013; Sparks et al., 2008).
Second, an initial draft of the questionnaire (on intrinsic
dimensions) was sent to Professor Holbrook for his approval.
His contributions focused on two main aspects. On the one
hand, he addressed the need to include smell and sound
aspects in the aesthetics dimension as well as visual ones. This
broader understanding of aesthetics is rooted in the axiological
theory that considers the meaning of value in a more generic
way (Holbrook, 1999); aesthetics, as a value dimension, has
qualities as sensory features [. . .] which are depicted by
sight, hearing, taste, smell and touch (Wagner, 1999, p. 127).
This is also consistent with literature on experiential
consumption that related to our five senses such as in the
study by Yuan and Wu (2008) with think, feel and sense
experiences in coffee shops, and the sensory attributes related
in Kim and Perdues (2013) work on hotel choices.
On the other hand, Holbrook agreed on the consideration of
indicators for relaxation in the dimension other-oriented,
intrinsic and reactive, as an adaptation of spiritual values, that
Holbrook recognises in his work as characteristic of a
connection with nature and the cosmos (Holbrook, 1999,
p. 23) and which are therefore more difficult to adapt to a
consumption experience [for more on this difficulty, see Oliver
(1999, p. 44) and Day and Crask (2000, p. 42)]. The
spirituality dimension was thus renamed as relaxation. In this
sense, previous experiential approaches to tourism services
also consider physical comfort (Otto and Ritchie, 1996,
p. 169) and relaxation (Kim and Perdue, 2013, p. 250;
Sparks et al., 2008, p. 103) as main dimensions of the service
experience in tourism. Furthermore, considering relaxation as
a value dimension accentuates the distinctions in our model of
active (i.e. play and ethics) versus reactive (i.e. aesthetics and
relaxation) values. When applied to a hospitality experience,
this distinction can be grounded in the notion of
mindlessness (Ryan, 1995, p. 54), a factor that characterizes
many tourism and recreation activities. Reactive values do
imply a more mindlessness attitude (deriving pleasure from
enjoying beauty and relaxation) than active ones (enjoying
active entertainment and contributing to environment and
social causes while consuming).
Third, it was decided to take the three scales for perceived
value, customer satisfaction and customer loyalty from
previous works, because of the important research tradition
around them (inter-variable approach). The perceived value
scale has three indicators and it was previously tested by
Gallarza and Gil-Saura (2006): the first two indicators came
from Cronin et al.s (2000) scale, with an item concerning the
trade-off of consumption as a balance between benefits and
sacrifices. Customer satisfaction is measured with a single
indicator, following the works by Kattara et al. (2008). This
choice is made not to deviate the focus of attention to the
dimensionality of customer satisfaction, which in our
approach is merely a mediator between value dimensions and
customer loyalty. Finally, for the customer loyalty construct,
we took the behavioural intentions scale in Zeithaml et al.
(1996), considering four levels of loyalty: word-of-mouth
intention (three indicators), intention to return (two
indicators), intention to change (two indicators) and
sensitivity to price (two indicators). The drafting of the 34
As mentioned above, our proposal adds as a contribution to

previous works, the twofold objective of exploring
simultaneously in the same model the (less common)
intrinsic dimensionality of perceived value (intra-variable
approximation), together with the direct and indirect effects
of this intrinsic dimensionality (in our case, four value
dimensions) on the well-known chain perceived value
customer satisfaction customer loyalty (inter-variable
approximation).
3. Methodology
3.1 Questionnaire construction
To operationalize the chosen variables, an ad hoc
questionnaire was built following a methodological process
based on three information sources: focus groups,
consultation with an expert and literature review. First, in an
explorative way, as intrinsic dimensions have rarely been
translated into scales (Table I), we have collected qualitative
information through four focus groups with consumers with a
variety of profiles to explore the possibility of experiencing, in
a hotel stay, Holbrooks (1999) intrinsic value dimensions:
play, aesthetics, ethics and spirituality. Other works on
Holbrooks value dimensionality also use qualitative
techniques to generate items (Gallarza and Gil-Saura, 2006;
Leroi-Werelds et al., 2014). To avoid unequal treatment of
each of the four intrinsic dimensions, an introductory
explanation of the value concept as multidimensional was
provided to participants as well as a description of each of the
four dimensions. This approach permitted the collection of
initial information from the statements proposed in the focus
groups, for producing the scales for the four value dimensions
in the model. Table II, provides information on the
composition of the four focus groups (age and gender) and a
selection of the verbatim, organised according to the four value
dimensions.
Play and aesthetics dimensions emerged easily in the group
discussions, and the statements proposed by participants were
consistent with previous revised operationalization of both
dimensions; see, for instance, range of activities in the fun
scale by Sparks et al. (2008, p. 103), and overall hotel
exterior and hotel interior indicators as an overall
atmosphere within sensory attributes in Kim and Perdue
(2013, p. 250). Ethics as a value dimension in hospitality
consumption was harder for the group discussions to grasp,
finding more heterogeneous aspects, that we have regrouped
into collaboration with NGOs, green behaviour, price
transparency and rules compliance; the last two are also
consistent with the few previous works on ethics in value
research (Romn, 2007). Spirituality was expressed in terms
of experiencing comfort, being relaxed and escaping
from routine, also in accordance with previous works on
173
Table II Indicators and sources for the study variables

Variable
Source
Play
Adapted from the Fun

scale in Sparks et al. (2008)
Focus group
No.
Indicator
1
2
3
4
The hotel provides interesting activities for children

The hotel provides activities for the family
The activities organised at the hotel are fun and enjoyable
The hotel provides facilities to help me enjoy my stay more (spa,
swimming-pool, gym . . .)
The hotel provides added services to help me enjoy my stay
more (WIFI, newspapers, . . .)
The hotel furniture is aesthetically attractive
The hotel atmosphere and ambiance are pleasant
The colours on the walls and floors combine well
The hotel architecture is admirable
The smells during my stay are pleasurable (at breakfast and
other meals, in the hall, . . .)
The views from the windows are nice
The hotel respects and cares for the environment (in the laundry,
in the cleaning of the rooms, in the use of electricity and water
. . .)
The hotel makes donations to social causes and projects (NGOs
. . .)
The hotel prices are transparent (non-inclusive services are
correctly advertised . . .)
In this hotel everything works correctly and legally
The hotel follows all the applicable rules and regulations
I go to the hotel mainly to relax and escape from daily reality
and routines
This hotel helps me get away from the routine of everyday life
My stay at the hotel give me a break from my work activities
My stay at the hotel helps me to rest and become fully relaxed
This hotel gives me the opportunity to unwind while I am on
holiday
In general, the value obtained from this tourism experience is
high
Compared to what I have had to sacrifice, the capacity of this
tourism experience to satisfy my desires and needs has been
high
Comparing benefits to sacrifices, I consider this tourism
experience to be a good one
In general, what is your level of satisfaction with this HOTEL?
I will make positive comments about this hotel to other people
I will recommend this hotel to people who ask me for advice
I will encourage my friends and family to come to this hotel
I will consider this hotel as a first option for me to stay in
I will return to this hotel on my next visit to this city
I will come less to this hotel in the next few years ()
In future occasions I will go to another hotel that offers better
prices ()
I will return to this hotel even if prices increase a little
I am ready to pay more than at other hotels because of the
benefits I receive from this hotel
5
Aesthetics
Focus group
Consultation with an expert
Ethics
Focus group
1
2
3
4
5
6
1
2
3
Spirituality (Relaxation)
Perceived Value
Focus group and consultation

with an expert
4
5
1
Adaptation of the Relax

scale in Sparks et al. (2008)
2
3
4
5
Cronin et al. (2000)
1
2
Customer Satisfaction
Customer Loyalty
Gallarza and Gil-Saura (2006)
Kattara et al. (2008)

Zeithaml et al. (1996)
1
1
2
3
4
5
6
7
8
9
Note: In italic type, the indicators that were eliminated after the purging process
indicators (Table IX) refers to the three types of sources used:

focus groups, consultation with an expert and literature
review. All the indicators were positively expressed on a
five-point Likert scale (reversed for the sub-dimension
intention to change) (Table III).
The final questionnaire aims at assessing a fully contextual

service experience, with intrinsic (sensorial, experiential and
emotional) indicators for the value dimensions experienced in
the hospitality setting, and more general ones, related to a
(broader) tourism experience, for perceived value, customer
174
Table III Focus groups results: composition and verbatim
Focus
Focus
Focus
Focus
Focus
groups composition and verbatim

Group 1
W 39; M 51; W
Group 2
M 32; W 51; M
Group 3
W 34; M 50; W
Group 4
M 49; W 45; W
Play
Entertainment
Range of activities
Aesthetics
Hotel ambiance, atmosphere,
general physical appeal
Smells
Decoration, furniture
Inside/outside. Architecture
Ethics
Collaboration with NGOs
Green behaviour
25;
56;
50;
40;
M 28
M 33
M 34
W 33
Normally, clients do value comfort and enjoyment, feeling as it they were at home; however, a small minority
value more the functionality of the hotel, because they just use it at night, and they dont care about the sort
of entertainment the hotel can bring. (W 40)
When we visit a hotel, we dont look just for the chance of sleeping, but also of having entertainment by
night (W 33)
There are resorts that offer all type of activities, to keep their customers active, and also relaxed if they
prefer (surf, aerobic at the swimming pool, horse riding, dancing course, SPA, . . .) (W 45)
I like when I can follow fun activities, such as theater, dancing, life-music. Diving . . . (M 49)
When I travel with my family and stay in a hotel, every morning I ask them: ok what is on today? What
would you like to do? (M 49)
I consider that a hotel must have a range of services that makes us feel comfortable: air conditioned, a good
breakfast, lot of TV channels, WIFI . . . (W 39)
I value in a hotel to have WIFI in everyplace, not just in the lobby (M 51)
if I dont like the hotel outside, I dont stay, or if I like the outside, but dont like how the lobby is decorated,
I dont stay (W 39)
When you book on the Internet, you see wonderful pictures of the lobby, the rooms, the views . . . but when
arriving, what you notice is that the best thing the hotel has is its photographer!!! (M 33)
Sometimes aesthetics is in contradiction with the functional aspects: I remember once being in a very modern
and minimalist hotel, where the wash basin was so narrow that I couldnt shave myself (M 50)
It will depend mainly on your mood, that you feel aesthetics or not. I mean, if I travel for business purposes I
am less sensitive to these aspects that if I travel for my pleasure (M 49)
My husband and I sometimes dont come back to a certain hotel, just because the furniture and the smells
were horrible (W 34)
I can leave a hotel, if the smells are bad; it has happened to me already (W 39)
I never choose dark hotels, or over-decorated. I only like clear, open and nearly minimalist decoration
(W 40)
I consider a hotel offers me aesthetics value if it is appealing, and invites me to enter. When the hotels looks
too old, I dont feel like getting inside (W 49)
What I most value is a new hotel, because refurnished or restored hotels are not always comfortable (W 51)
If the hotel needs re-painting, even being clean, it will look dirty (M 28)
I make a difference between the interior and the front of the building. I once was in a hotel with beautiful
outside landscape, but very old furniture and decoration. The atmosphere was unpleasant (M 33)
I dont like hotels overcharged with carpets, rugs, curtains, which are difficult to clean, and are often dirty.
Customers can be allergic to dust. Like sheets, light curtains should be washed after a stay (M 29)
Clients can value a hotel just because of the views, asking for see side view, or mountain view . . . (M 51)
It can be considered as an element of differentiation the fact that the hotel has a green behavior, o that it
collaborates with an NGO (W 33)
When a hotel makes collaboration with an NGO, we can consider it as a higher social value, but just if it is
not done with a lucrative purpose, or for having a higher publicity (W 40)
I consider a good idea to collaborate with an NGO, and give information to this collaboration to the guests.
However, it will always be people who take benefit of it, and this can have a negative impact for those hotels
that really do it with a non profit purpose (W 33)
I find irritating sometimes finding in the bath a sign advising me not to waste water . . . if I dont waste time
at home, why should I waste it at the hotel? (W 28)
I also think it is a good idea that hotels have an ecological behaviour, and the suggestion they make of not
wasting water during our stay
I also find sometimes contradictory and ambiguous when a hotel is presented as supporting local
development in a protected zone, but guests are not allowed to visit the zone . . . (M 34)
(continued)
175
Table III
Price transparency
Rules compliance
Spirituality
Comfort
Relaxation
Escaping from routine
For us, an ethical hotel is also the one that doesnt cheat you in prices (W 51)
In some places, you never know what is included in what you paid, and what is not: bread and butter? I
hate when I see the amount for something I didnt ask for (M 56)
Some hotel allow dogs (that also belong to families . . .); however, I dont find this correct, because there are
tourists which do not respect hygienic rules (allowing the dogs to jump on the bed, for instance) (W 50)
Sometimes I have real problems to distinguish between the ethical part and the lucrative one in a hotel, and
I want them to demonstrate that it is different (M 34)
What I would like to know in a hotel in a foreign country is what is allowed and what is not (loud music,
smoking in cafeteria, . . .) and it is not always clear for me (M 50)
In a hotel, you look for comfort, you would like to say I feel[sic] good in this hotel (W 25)
Even if I spend short time at the hotel, what I want is to feel relaxed, as if I were at home . . . (M 28)
I like feeling comfortable and relaxed when entering the room (W 45)
When there is a hotel chain that I like, is because they guarantee the same level of comfort everywhere, I
know I will feel comfortable (W 51)
What I like the most is having diner lately, after a long day for work, to stay longer in the restaurant, and
dont be stressed because the restaurant closes (M 50)
Some people do value resorts, because they are perfect for relaxing because they dont interact with
residents (M 33)
Even for business travels, I value the fact of finding new things (different TV channels, new types of food . . .)
and I enjoyed being in a different mood that the normal days (M 28)
I make a difference between travelling and staying in a 5-stars hotel, where I enjoy everything, and I forgot
about any trouble (W 40)
cent from Italy and 39.90 per cent from foreign countries) and
7,683,900 overnight stays (58.18 per cent from Italy and
41.82 per cent from foreign countries). Sample distribution is
shown in Table IV.
A broad majority of interviewees (95.4 per cent) included
leisure travellers, mainly lodged in four- (72.9 per cent) and
five-star (17.9 per cent) hotels. The sample contained more
men (52.1 per cent) than women (47.6 per cent) with greater
presence in the range of 36 to 45 years (29.2 per cent) with a
broad majority of secondary (51 per cent) and university (33
per cent) educated people. They are mainly employees (35.3
per cent) working in the services sector (61.3 per cent) and
habitual travellers, as 66.2 per cent of them travel four or more
times a year. They come from 13 different countries, including
Italy (51.3 per cent) followed by the UK (19.8 per cent) and
Germany (7.4 per cent).
satisfaction and customer loyalty. Finally, questions on the

sociodemographic profile of the sample and the type of hotel
were considered.
3.2 Data collection
During the period September-October 2012, data were
collected face to face from domestic and international tourists,
above the age of 18 years old, by three interviewers, in the
reception area of three-, four- and five-star hotels on the island
of Sardinia. With the support of the hotel staff, respondents
were intercepted on the last day of their stay. Consistent with
the dominant research (Zhang et al., 2014), the fact of having
interviewed respondents at the very end of their holiday
ensured their assessment was for their complete, overall
experience at the hotel. The interviewers were trained on how
to approach potential respondents and were asked to collect
data to obtain a fairly heterogeneous sample in terms of age,
gender and nationality. In total, 1,500 respondents were
approached to take part in the survey and 585 valid
questionnaires were obtained (convenience sample), resulting
in a 39 per cent response rate; the non-availability of official
data on the socio-demographic characteristics of people
travelling to Sardinia did not allow the research team to obtain
a stratified sample based on these data.
As with other eminently tourist islands, Sardinia largely
depends on beach tourism, although it also offers many
opportunities for green tourism, including highly experiential
consumption such as historical and archaeological, wine and
gastronomic tourism, adventure and extreme sports tourism.
The secondary data consulted (Servizio della Statistica
Regionale, 2014) show that in 2012, there were 913 hotels in
the region (488 three-star, 243 four-star and 24 five-star
hotels); the overall number of beds was 107,264. In 2012, the
hotel sector counted a total of 1,627,745 arrivals (60.10 per
4. Analysis and results

4.1 Intra-variable approach: value scale psychometric
properties
To validate the proposed multidimensional value scale,
various analyses were performed which provided conclusions
on its psychometric properties: reliability and convergent and
discriminant validity. Tables V and VI show the correlations
between constructs, Cronbachs alpha (), composed
reliability (CR), average variance extracted (AVE), the
correlations between each indicator and its construct (loads)
and between each indicator and all the other constructs
(crossed loads).
On the ad hoc scales, that is, the intrinsic value dimensions,
a purging process was used following the Cronbachs alpha
measurement in which seven indicators were eliminated
(indicated in italics in Table III): aesthetics loses indicators 2,
176
Table IV Sample profile (N 585)
Table IV
(%)
Hotel category
Three stars
Four stars
Five stars
9.2
72.9
17.9
Gender
Male
Female
52.1
47.9
Age (year)
18-25
26-35
36-45
46-55
56-65
66 or more
9.3
22.0
29.2
27.1
9.6
2.8
Educational level
None
Primary
Secondary
Upper secondary
University
Masters/PhD
0.2
0.2
51.0
9.6
33.0
6.1
Job
Employee
Director/manager
Self-employed
Retired
Seasonal worker
Unemployed
Student
Others
35.3
12.6
16.9
6.8
5.9
11.5
9.6
1.4
Activity sector
Agriculture
Industry
Public sector
Services
4.2
21.7
12.7
61.3
Reasons for trip

Leisure
Business
Other
95.4
4.3
0.3
Yearly hotel stays

1
2-4
Over 4
13.3
66.2
20.5
Country of residence
Italy
Switzerland
UK
Spain
Germany
(%)
France
USA
Ireland
Sweden
Belgium
Norway
Austria
Holland
Denmark
Others
3.2
1.7
1.5
1.0
1.0
1.0
0.9
0.9
0.7
2.9
5 and 6; ethics 1, 2 and 3, and relaxation loses the first

indicator. The resulting alphas appear in Table V, all of them
being above the 0.70 threshold (Nunnally, 1978). CR are
considered a more accurate measurement of reliability, as they
avoid the assumption of indicator weighting (tau equivalence)
and, in our case, they are all equal to or above 0.80. Table V
also presents the AVE, and the correlations between
constructs. Comparison of the square root of the AVE (in bold
on the diagonal in Table V, which represents the average
association of each construct with its indicators) with the
correlations between constructs (that is, the elements outside
the diagonal in Table V) indicates that each construct is
more closely related to its own indicators than with those of
the other constructs. The correlations between value
dimensions are not very high, but they all satisfy Sweeney and
Soutars (2001) first criterion: discriminant validity exists
when correlations between constructs are significantly less
than one. Furthermore, all the AVE values exceed the
recommended threshold of 0.50 (Chin, 1998; Fornell and
Larcker, 1981). The reliability and discriminant validity of the
proposed scales are therefore confirmed.
Table VI shows the correlations for each indicator with its
construct (loads) and with the other constructs (crossed
loads).
All the indicators load more on their own construct than on
the others. This preliminary analysis confirms the convergent
validity of our value scales.
4.2 Inter-variable approach: structural model
In the same way and with the same criteria as for the
exogenous variables in the model, the psychometric properties
of the endogenous variables were tested and proved
satisfactory (reliability with very high alphas, and confirmed
convergent and discriminant validity) (Tables VII and VIII).
No indicator was eliminated, except for the intention to
change subscale from Zeithaml et al. (1996) (Item 6 and 7).
This result seems reasonable because all the scales are
extrapolated from the literature, unlike the scales for the
exogenous variables.
The correlations between the three endogenous variables
are very high, especially between value and satisfaction
(0.9089), although of a similar order to other previous works
on the inter-variable perspective (Al-Sabbahy et al., 2004;
Gallarza and Gil-Saura, 2006). As noted in a recent study on
the conceptual and methodological relationships between
these variables, we may be dealing with the idea that:
51.3
3.6
19.8
3.1
7.4
(continued)
177
Table V Reliability and discriminant validity tests on the intrinsic value scales
Alpha
CR
AVE
0.8713
0.9270
0.9805
0.9372
0.9037
0.9536
0.9903
0.9551
0.6526
0.8726
0.9808
0.8420
Play
Aesthetics
Ethics
Relaxation
Table VI Correlations indicators-constructs of intrinsic value dimensions
Items
Play 1
Play 2
Play 3
Play 4
Play 5
Aesthetics 1
Aesthetics 2
Aesthetics 3
Ethics 4
Ethics 5
Relaxation 2
Relaxation 3
Relaxation 4
Relaxation 5
Play
Aesthetics
Ethics
Relaxation
0.8099
0.8191
0.8400
0.7948
0.7737
0.4641
0.4162
0.4946
0.1265
0.1214
0.3689
0.3943
0.4356
0.4476
0.3097
0.3130
0.3749
0.4303
0.4810
0.9288
0.9415
0.9320
0.1758
0.1718
0.4026
0.3700
0.4464
0.4320
0.0878
0.1155
0.1730
0.0984
0.0433
0.1913
0.1672
0.1331
0.9905
0.9902
0.3034
0.2565
0.3747
0.3634
0.2389
0.2313
0.3552
0.4470
0.4456
0.4279
0.4048
0.4310
0.3451
0.3613
0.8953
0.8802
0.9443
0.9486
Play
Aesthetics
Ethics
Relaxation
0.8078
0.4911
0.1252
0.4501
0.9341
0.1755
0.4511
0.9904
0.3566
0.9176
tourism experiences (Gallarza and Gil-Saura, 2006; Tam,

2000). The fourth link, which relates ethics with perceived
value, is not significant; H3 cannot therefore be accepted.
After the purging, this dimension corresponds exclusively to
compliance with standards and laws rather than a more
universal ethical sentiment (social causes, environment, etc.).
Regarding ethics, there may initially be a problem with
popular consumer assumptions about marketing practices
being non-ethical, which hinders any attempt to research
ethics from a consumer behaviour perspective. In the
qualitative phase, participants opinions on ethics differed
widely and were less unanimous (see contradiction in some
verbatim on ethics dimension in Table II). As Tadajewski and
Jones (2012, p. 38) clearly stated, marketing practice (is)
frequently bemoaned as excessively egoistical in ethical
orientation in its search for profit, sometimes at the expense of
the consumer. In general, consumers are unfamiliar with
questions about how the service provider can enhance their
ethical value, as they rarely view the marketing interchange
from an ethical point of view. In addition, and in a more
context-specific way, researching ethics on foreign tourists
relying on consumers perceptions of the service providers
collaborations with NGOs and norms compliance is a critical
issue. How likely would foreign leisure tourists (travellers)
know the local rules and regulations of the foreign country? All
these considerations hinder any discussion on our results on
ethics as a value type, and may have damaged the validity of
the ethical value scale.
Second, as regards the relationships between endogenous
variables, both H5 and H6 are accepted with significant, high
links (0.9089 between value and satisfaction and 0.7448
between satisfaction and loyalty). It is well known that
perceived value is conceived of as a conceptual and
methodological antecedent of loyalty (Cronin et al., 2000;
Grace and OCass, 2005; Oliver, 1999). The issue to be
resolved is whether satisfaction does or does not mediate this
relationship. Our results in this regard are consistent with
previous works (Carpenter, 2008; Chen and Tsai, 2008;
Gallarza and Gil-Saura, 2006; Lin et al., 2005; McDougall
and Levesque, 2000), which do not consider direct relations
between value and loyalty. Results in our study advocate for a
clear valuesatisfactionloyalty chain.
[. . .] methodological problems (for example in the number of value

dimensions, the structure of value models and uncertainty over the links
between satisfaction and value) are threatening the reliability of quantitative
approaches to the measurement of value (Gallarza et al., 2011, p. 183).
Table IX shows the estimated coefficients of each proposed

relationship with the significance (all p-values below 0.01,
except in the link ethics-perceived value). Furthermore,
Figure 2 provides the model with the coefficients and R2
(relatively high for the three endogenous variables value,
satisfaction and loyalty: 57.03 per cent, 82.61 and 62.48 per
cent, respectively). PLS does not assume any data
distribution, and so a non-parametric test is used to study the
significance of the coefficients, in this case, estimated with
the Bootstrap method (Efron and Tibshirani, 1986). Eight of
the nine hypotheses were accepted, with links of greater or
lesser intensity, which we comment on below.
First, in keeping with the predictions, play, aesthetics and
spirituality (measured as relaxation) are positive antecedents
of perceived value: H1, H2 and H4 are accepted. Among
these, the strongest link appears between spirituality and value
(0.5188), which, taking into account the sample profile
(leisure tourists), sounds plausible. The rest of these links
are also significant, but of a lower order, with aesthetics as the
second most related (0.2384) before play (0.1392) which,
however, does present very strong relations in other studies of
Table VII Reliability and discriminant validity tests for the endogenous variables
Alpha
CR
AVE
0.9506
NA
0.9242
0.9682
1.0000
0.9386
0.9103
1.0000
0.6878
Perceived value
Customer satisfaction
Customer loyalty
0.9541
0.9089
0.7532
1.0000
0.7415
0.8293
Perceived value
Customer loyalty
178
Table VIII Correlations indicators-constructs for the endogenous

variables
Items
Perceived value 1
Perceived value 2
Perceived value 3
Customer loyalty 1
Customer loyalty 2
Customer loyalty 3
Customer loyalty 4
Customer loyalty 5
Customer loyalty 8
Customer loyalty 9
Perceived
value
Customer
satisfaction
Customer
loyalty
0.9536
0.9376
0.9708
0.9089
0.7620
0.7513
0.7559
0.5997
0.4401
0.4303
0.4936
0.8839
0.8314
0.8850
1.0000
0.7523
0.7368
0.7418
0.5956
0.4294
0.4287
0.4826
0.7093
0.7245
0.7227
0.7415
0.8590
0.9167
0.9144
0.8609
0.7382
0.7333
0.7595
shows that relationships between the antecedents of value and

loyalty as expected, note that in one of the cases (play), the
supposed antecedent of value is a better predictor of loyalty
behaviour than of perceived value; and in another of the cases
(ethics), the value dimension recognised in the theoretical
literature does not predict perceived value, but loyalty.
Furthermore, in contrast to other prior studies (Babin and
Kim, 2001; Gallarza and Gil-Saura, 2006; Tam, 2000), none
of these links between intrinsic values (play, aesthetics, ethics
and spiritualty) and endogenous constructs (perceived value
and customer loyalty) is very high (all below 0.23), with the
exception perhaps of the link between spirituality (as
relaxation) and value (0.5188). This result corresponds to the
motivations of consumers for experiencing a hospitality
experience. These motivations are probably too contextual to
be compared or extrapolated into other service settings. This
sort of finding, which does not always coincide with similar
previous investigations into the dimensions of value (even with
studies conducted in leisure settings) and their relationships
with overall perceived value, customer satisfaction and loyalty,
reveal the complexity of the possible networks in the
combination of inter- and intra-variable approaches.
Third, H7, H8 and H9 are also accepted. Thus, in the

structure as a whole, play is a more important antecedent of
loyalty (0.1557) than value (0.1392). Similarly, aesthetics is
also an antecedent of both, but in this case of value (0.2394)
more than loyalty (0.1411). Ethics, finally reduced to just
norms compliance, is related to customer loyalty (0.1795) and
not to perceived value (the only non-significant link).
The dual nature of some of these antecedent relationships,
as argued in the model proposal and conceptual framework,
5. Conclusions
The multidimensionality of value is one of the few areas of
consensus in the abundant conceptual research into this key
Table IX Estimation of model relationships (confidence interval and significance
IC95 per cent

From
To
Play
Aesthetic
Ethics
Relaxation
Perceived value
Play
Aesthetics
Ethics
Perceived
Perceived
Perceived
Perceived
Customer
Customer
Customer
Customer
Customer
Coefficient
From
To
p-value
0.1392
0.2384
0.0304
0.5188
0.9089
0.1557
0.1411
0.1795
0.5443
0.0754
0.1746
0.0291
0.4264
0.8856
0.0896
0.0707
0.1313
0.4816
0.2099
0.3103
0.0863
0.6003
0.9270
0.2187
0.2148
0.2278
0.6099
0.0001
0.0001
0.2957
0.0001
0.0001
0.0001
0.0002
0.0001
0.0001
value
value
value
value
satisfaction
loyalty
loyalty
loyalty
loyalty
Figure 2 Estimated model

Play
0.156
0.139
Aesthetics
0.141
R2 = 57.0%
0.238
Perceived
Value
0.030
R2 = 62.5%
R2 = 82.6%
0.909
0.180
Ethics
0.519
Relaxation
179
Customer
Satisfaction
0.544
Customer
Loyalty
notion for the epistemology of marketing and the strategic

management of products and services (Boksberger and
Melsen, 2011; Gallarza et al., 2011). However, although
academic studies recognise that value is multidimensional,
neither the number of dimensions nor the criteria for
classifying them are unequivocal. All these issues, in the
research into perceived value, continue to interest researchers,
both conceptually (do some dimensions predominate in the
structure?) and methodologically (what dimensions best
predict other behaviours like overall value, customer
satisfaction and loyalty?).
From the abundant literature into the dimensions of value,
Holbrooks contribution has pioneered the exploration of the
hedonic dimension of consumption (Hirschman and
Holbrook, 1982; Holbrook and Hirschman, 1982). Other
previous studies have emphasised the goodness of Holbrooks
dimensionality of value (Babin and Kim, 2001; Gallarza et al.,
2006; Mathwick et al., 2001, 2002; Snchez-Fernndez and
Iniesta-Bonillo, 2006; Smith, 1999), but this study adds
knowledge to previous ones as we first research the less
common intrinsic dimensions in Holbrooks framework
(namely, altruistic values): and second, we examine
Holbrooks contribution from a dual perspective (inter- and
intra-variable) finding both direct and indirect effects on
customer loyalty.
As regards the intra-variable perspective, the results found
in our study, in addition to proposing four intrinsic value
scales, point to a dual nature of the links between some of
these dimensions (aesthetics and play), as they are related to
both perceived value and customer loyalty. Although the
proposed model is supported and the proposed relationship
structure has been endorsed, with the exception of one of the
hypotheses (ethics-perceived value), the links between the
intrinsic dimensions of value and the endogenous constructs
perceived value and customer loyalty are not very high (except
in the case of spirituality measured as relaxation).
Nevertheless, it is striking and therefore a demonstration of
the richness that means end models can continue contribute
to the study of consumer behaviour, that value dimensions, as
assumed antecedents of value (in this case ethics and play) are
better predictors of loyalty behaviour than of perceived value.
As regards the inter-variable perspective, the structural
model results point once again to the robustness of the chain
of effects valuesatisfactionloyalty as the basis of consumer
behaviour. The strong links found, especially in the first link,
and the high correlation between perceived value and
customer satisfaction invite future consideration of the
conceptual and methodological definitions of these two
variables. From this study, it is worth noting, with marked
emphasis on the affective, hedonic, intrinsic and emotional
dimension of the consumption experience, the role played by
customer loyalty, measured with multidimensional scale
(repeat purchase and recommendation), is capable of
collecting effects not only of satisfaction (as usual) but also of
very particular dimensions like ethics, aesthetics and play.
Several managerial implications can be addressed in the
light of our results. First, hotel managers should address
the role of aesthetics and play more carefully because the
provision of value and willingness to repeat purchase or to
recommend may stem from clearly hedonic aspects (aesthetics
and play) and not only from more functional processes like
quality, efficiency or perceived price). Second, the distinction
between active and reactive values according to Holbrooks
(1999) conceptual framework (i.e. combinations of play and
aesthetics, or ethics and spirituality as escapism or relaxation)
can enhance the value co-creation processes, by assigning
different but complementary roles to the service consumer and
the service provider. Hospitality managers must segment
clients on their active participation in value creation
(highlighting play and ethics as active values), while others
may seek a more reactive participation (where value
facilitators produce value creation when customers look more
for aesthetics and/or relaxation). In this sense, these new roles
can be interpreted consistently with new theoretical
approaches to the concept of mindlessness in tourism
(Ryan, 1995, p. 54), in line with value co-creation processes
(Arvidsson, 2011; Grnroos and Voima, 2013; Gummerus,
2013; Vargo and Lusch, 2012). Third, in accordance with our
inconclusive results on the extended ethics scale (finally
reduced to only rules compliance), we advocate for hotel
managers who express proactive messages of how they are
actively accomplishing corporate social responsibility actions,
and design service processes that explicitly encourage
consumers active ethical behaviour. These behaviours can
bring new intrinsic value drivers and thus value co-creation for
more ethical consumers (for instance, making more visible the
firms partnership with social causes or local communities, or
informing guests on how their responsible water consumption
helps to conserve nature). Limitations ought to be considered
at the end of this work. First, the sample in this study mainly
comprises leisure tourists and so in the duality between
hedonic and functional aspects, the former are more
important. This may have influenced our results,
over-representing the intrinsic aspects of the experience.
Furthermore, the methodological shortcoming of using a
convenience sample should also be mentioned, although the
sample size is big enough for the researched model. As prior
research (Lu et al., 2014) has suggested, as the purpose of this
study was to test the theory by assessing the magnitude and
significance of hypothesized relationships among several
constructs in the proposed theoretical model rather than
generalizing the findings to an overall population, a
representative sample may not be needed and a convenience
sample may be adequate for the purpose of this study. Second,
there have been problems with the measurement of some
scales (namely, ethics and spirituality). For ethics, the final
scale has been reduced to just rules compliance, and, for
spirituality, a critical adaptation was necessary. Thus, we have
had to deal with direct shortcomings in Holbrooks
operationalization for these two altruistic dimensions, as both
lie outside the sphere of ordinary marketplace exchanges
(Snchez-Fernndez et al., 2009, p. 101). Ethics is a
problematic dimension because consumers do not know or do
not care about specific socially responsible practices: in our
case, consumers may feel rather sceptical about the ethical
value offered by the hotel. Third, the only extra value
dimensions considered are intrinsic ones, and thus the
portrayal of the experience investigated might not be
complete. A fourth limitation that ought to be mentioned is
the deliberate choice of a given context (hospitality). Although
180
tourism-related services are often fields for works on value, as

shown in our introduction, and Table I has evidenced, this
election has influenced the choice of our variables when
reframing relaxation as a form of spirituality, and in the items
chosen for play, aesthetics and ethics, fully related to hotel
experience. Although this contextualization is rooted in
Holbrooks conceptualization of consumer value as situational
(Holbrook, 1999, pp. 6-7), methodologically, this situational
nature of value damages the validity of its scales. Nonetheless,
it is very difficult (and even contrary to theory) to avoid this
situation-specific nature of value judgements, when providing
instruments for measuring it. In our approach, we have coped
with this issue by combining hospitality-oriented
measurement items for the four value dimensions, but more
general tourism-experienced ones for the overall perceived
value, customer satisfaction and customer loyalty scales
(extrapolated from broad general studies). Nevertheless,
replications of our value scales are obviously difficult to
envisage in other service experiences.
Several future orientations of research are open at the end of
the current study. First, a broad and comprehensive approach
to our results should look for the effects of sociodemographic
and psychographic variables (value variations across subjects),
in order to further progress in the research priority signalled by
Ostrom et al. (2010, p. 26) by specifying service value
measurement and optimization for different segments, and
thus provide a sounder understanding of the intra-variable
approach on value. Specifying differences in metrics of value
dimensions across gender, age, personality and lifestyle, both
in the scores and in the intensity of the linkages between value
dimensions and perceived value, can provide hospitality
managers with valuable knowledge for matching value offers
to value-conscious customers. Second, integrating service
value costs into the model could bring further knowledge on
the optimization of value in improved service design. Our
approach has focused on intrinsic values, and has been
operationalized free of costs, following Holbrook (1999,
p. 187) and Oliver (1999, p. 50). However, price, quality and
other functional aspects of the experience, which are also
relevant for service consumers, could be brought into the value
equation. The price effect could have been considered
statistically in our study as a control variable, or with
multi-group SEMs. Accordingly, in a trade-off approach to
value, managers should control for how an extremely high
price (extrinsic value) can cancel out any positive effect of
play, aesthetics, ethics or relaxation (intrinsic values).
Methodologically, in the intra-variable approach, future works
could address value metrics with conjoint analyses, or
hypothesize SEM proposals with negative links between cost
dimensions and an overall perceived value. Third, to further
progress in the aforementioned need to adopt a contingency
approach and contextualize empirical approaches on
perceived value, further research could also enable
comparisons of the linkages of our model with different sort of
services. We encourage a search for deeper knowledge on
relationships between intrinsic values and customer loyalty
across, for instance, search, experience and credence services,
in line with results from Mazaheri et al. (2012). Both the
robustness of the model and some of the results related to the
predominance of one value dimension over the others could
be clarified. Fourth, future works should better address ethics,

both conceptually and empirically. For tourism and leisure
settings, we recall that any form of sustainable tourism can be
considered as an other oriented value (Gallarza and Gil-Saura,
2006, p. 441) and thus as a form of altruistic value to be
integrated into the experiential value perception. All of these
issues open avenues for further progress inside service settings
in understanding the complex processes of creating and
attributing value.
References
Al-Sabbahy, H., Ekinci, Y.Y. and Riley, M. (2004), An
investigation of perceived value dimensions: implications
for hospitality research, Journal of Travel Research, Vol. 42
No. 3, pp. 226-234.
Arvidsson, A. (2011), Ethics and value in customer
co-production, Marketing Theory, Vol. 11 No. 3,
pp. 261-278.
Babin, B.J. and Kim, K. (2001), International students travel
behavior: a model of the travel-related consumer/
dissatisfaction process, Journal of Travel and Tourism
Marketing, Vol. 10 No. 1, pp. 93-106.
Babin, B.J., Darden, W.R. and Griffin, M. (1994), Work
and/or fun: measuring hedonic and utilitarian shopping
value, Journal of Consumer Research, Vol. 20 No. 4,
pp. 644-656.
Baker, J., Parasuraman, A., Grewal, D. and Voss, G.B.
(2002), The influence of multiple store environment cues
on perceived merchandise value and patronage intentions,
Journal of Marketing, Vol. 66 No. 2, pp. 120-141.
Bitner, M.J. (1992), Servicescapes. The impact of physical
surroundings on customers and employees, Journal of
Marketing, Vol. 56 (April), pp. 57-71.
Boksberger, P.E. and Melsen, L. (2011), Perceived value: a
critical examination of definitions, concepts and measures
for the service industry, Journal of Services Marketing,
Vol. 35 No. 3, pp. 229-240.
Bolton, R. and Drew, J. (1991), A multistage model of
customers= assessments of service quality and value,
Journal of Consumer Research, Vol. 17 No. 4, pp. 375-384.
Brady, M.K., Knight, G.A., Cronin, J.J. Jr, Tomas, G., Hult,
M. and Keillor, B.D. (2005), Removing the contextual
lens; a multinational, multi-setting comparison of service
evaluation model, Journal of Retailing, Vol. 81 No. 3,
pp. 215-230.
Brodie, R.J., Whittome, J.R.M. and Brush, G.J. (2009),
Investigating the service brand: a customer value
perspective, Journal of Business Research, Vol. 62 No. 3,
pp. 345-355.
Brown, S.W., Fisk, R.P. and Bitner, M.J. (1994), The
development and emergence of services marketing
thought, International Journal of Service Industry
Management, Vol. 5 No. 1, pp. 21-48.
Carpenter, J.M. (2008), Consumer shopping value,
satisfaction and loyalty in discount retailing, Journal of
Retailing and Consumer Services, Vol. 15 No. 5, pp. 358-363.
Carpenter, J.M. and Moore, M. (2009), Utilitarian and
hedonic shopping value in the US discount sector, Journal
of Retailing and Consumer Services, Vol. 16 No. 1, pp. 68-74.
181
Chen, C.F. and Tsai, D.C. (2007), How destination image

and evaluative factors affect behavioural intentions?,
Tourism Management, Vol. 28 No. 4, pp. 1115-1122.
Chen, C.F. and Tsai, M.H. (2008), Perceived value,
satisfaction and loyalty of TV travel product shopping:
involvement as a moderator, Tourism Management,
Vol. 29, pp. 1166-1171.
Chi, T. and Kilduff, P.P.D. (2011), Understanding
consumer perceived value of casual sportswear: an empirical
study, Journal of Retailing and Consumer Services, Vol. 18
No. 5, pp. 422-429.
Chin, W.W. (1998), The partial least squares approach to
structural equation modelling, in Marcoulides, G.A. (Ed.),
Modern Methods for Business Research, Lawrence Erlbaum
Associates, Mahwah, NJ, pp. 295-336.
Chitturi, R., Raghunathan, R. and Mahajan, V. (2008),
Delight by design: the role of hedonic versus utilitarian
benefits, Journal of Marketing, Vol. 72 No. 3, pp. 48-63.
Cho, M.H. and Jang, S.S. (2008), Information value
structure for vacation travel, Journal of Travel Research,
Vol. 47 No. 1, pp. 72-83.
Cronin, J.J., Brady, M.K., Brand, R.R., Hightower, R., Jr and
Shemwell, D.J. (1997), A cross-sectional test of the effect
and conceptualization of service value, The Journal of
Services Marketing, Vol. 11 No. 6, pp. 375-391.
Cronin, J.J., Brady, M.K. and Hult, G.T.M. (2000),
Assessing the effects of quality, value and customer
satisfaction on consumer behavioural intentions in service
environments, Journal of Retailing, Vol. 76 No. 2,
pp. 193-218.
Day, E. and Crask, M.R. (2000), Value assessment: the
antecedent of customer satisfaction, Journal of Consumer
Satisfaction, Dissatisfaction and Complaining Behavior,
Vol. 13, pp. 42-50.
Duman, T. and Mattila, A.S. (2005), The role of affective
factors on perceived cruise vacation value, Tourism
Efron, B. and Tibshirani, R. (1986), Bootstrap methods for
standard errors: confidence intervals and other measures of
statistical accuracy, Statistical Science, Vol. 1 No. 1,
pp. 54-77.
Fornell, C. and Larcker, D.F. (1981), Evaluating structural
equation models with unobservable variables and
measurement error, Journal of Marketing Research, Vol. 28
No. 1, pp. 39-50.
Fritzsche, D.J. and Oz, E. (2007), Personal values influence
on the ethical dimension of decision making, Journal of
Business Ethics, Vol. 75 No. 4, pp. 335-343.
Gallarza, M.G., Arteaga, F. and Gil-Saura, I. (2013), The
quality-value-satisfaction-loyalty chain: relationships and
impacts, Tourism Review, Vol. 68 No. 1, pp. 3-20.
Gallarza, M.G. and Gil-Saura, I.G. (2006), Value
dimensions, perceived value, satisfaction and loyalty: an
investigation of university students travel behavior,
Tourism Management, Vol. 27 No. 3, pp. 437-452.
Gallarza, M.G., Gil-Saura, I.G. and Holbrook, M.B. (2011),
The value of value: further excursions on the meaning and
role of customer value, Journal of Consumer Behaviour,
Vol. 10 No. 4, pp. 179-191.
Gill, T. (2008), Convergent products: what functionalities

add more value to the base?, Journal of Marketing, Vol. 72
No. 2, pp. 46-62.
Grace, D. and O Cass, A. (2005), An examination of the
antecedents of repatronage intentions across different retail
store formats, Journal of Retailing and Consumer Services,
Vol. 12 No. 4, pp. 227-243.
Grnroos, C. and Voima, P. (2013), Critical service logic:
making sense of value creation and co-creation, Journal of
the Academy of Marketing Science, Vol. 41 No. 2,
pp. 133-150.
Gummerus, J. (2013), Value creation processes and value
outcomes in marketing theory: strangers or siblings?,
Marketing Theory, Vol. 13 No. 1, pp. 19-46.
He, Y. and Song, H. (2009), A mediation model of tourists
repurchase intentions for packaged tour services, Journal of
Travel Research, Vol. 47 No. 3, pp. 317-331.
Helkkula, A., Kelleher, C. and Pihlstrm, M. (2012),
Characterizing value as an experience: implications for
service researchers and managers, Journal of Service
Research, Vol. 15 No. 1, pp. 59-75.
Hirschman, E.C. and Holbrook, M.B. (1982), Hedonic
consumption:
emerging
concepts,
methods,
and
propositions, Journal of Marketing, Vol. 46 No. 3,
pp. 92-101.
Holbrook, M.B. (1999), Consumer Value. A Framework for
Analysis and Research, Routledge, London.
Holbrook, M.B. and Corfman, K.P. (1985), Quality and
value in the consumption experience: Phaedrus rides
again, in Jacoby, J. and Olson, J.C. (Eds), Perceived
Quality: How Consumers View Stores and Merchandise, D.C.
Health and Company, Lexington, MA, pp. 31-57.
Holbrook, M.B. and Hirschman, E.C. (1982), The
experiential aspects of consumption: consumer fantasies,
feelings and fun, Journal of Consumer Research, Vol. 9
No. 2, pp. 132-140.
Hu, H.-H., Kandampully, J. and Juwaheer, T.D. (2009),
Relationships and impacts of service quality, perceived
value, customer satisfaction and image: an empirical study,
The Service Industries Journal, Vol. 29 No. 2, pp. 111-125.
Hutchinson, J., Lai, F. and Wang, Y. (2009), Understanding
the relationships of quality, value, equity, satisfaction and
behavioral intentions among golf travelers, Tourism
Jackson, V., Stoel, L. and Brantley, A. (2011), Mall
attributes and shopping value: differences by gender and
generational cohort, Journal of Retailing and Consumer
Services, Vol. 18 No. 1, pp. 1-9.
Jacoby, J. and Chestnut, R.W. (1978), Brand Loyalty:
Measurement and Management, John Wiley & Sons, New
York, NY.
Jayanti, R. and Ghosh, A. (1996), Service value
determination: an integrative perspective, Journal of
Hospitality and Leisure Marketing, Vol. 3 No. 4, pp. 5-25.
Jensen, H.R. (1996), The interrelationship between
customer and consumer value, Asia Pacific Advances in
Consumer Research, Vol. 2, pp. 60-63.
Kattara, H.S., Weheba, D. and El-Said, O.A. (2008), The
impact of employee behaviour on customers service quality
182
perceptions and overall satisfaction, Tourism and

Hospitality Research, Vol. 8 No. 4, pp. 309-323.
Khalifa, A.S. (2001), Customer value: a review of recent
literature and an integrative configuration, Management
Decisions, Vol. 42 Nos 5/6, pp. 645-666.
Kim, D. and Perdue, R.R. (2013), The effects of cognitive,
affective, and sensory attributes on hotel choice,
International Journal of Hospitality Management, Vol. 35,
pp. 246-257.
Lai, A.W. (1995), Consumer values, products benefits, and
customer value: a consumption behavior approach,
Advances in Consumer Research, Vol. 22, pp. 381-388.
Ledden, L., Kalafatis, S.P. and Samouel, P. (2007), The
relationship between personal values and perceived value of
education, Journal of Business Research, Vol. 60 No. 9,
pp. 965-974.
Leroi-Werelds, S., Streukens, S., Brady, M.K. and Swinnen,
G. (2014), Assessing the value of commonly used methods
for measuring customer value: a multi-setting empirical
study, Journal of the Academy of Marketing Science, Vol. 42
No. 4, pp. 430-451.
Lin, C.H., Sher, P.J. and Shih, H.Y. (2005), Past progress
and future directions in conceptualizing customer perceived
value, International Journal of Service Industry Management,
Vol. 16 No. 4, pp. 318-336.
Lu, A., Gursoy, D. and Del Chiappa, G. (2014),
Antecedents of ecotourism intentions and willingness to
pay a premium for ecotourism products, Journal of Travel
Research. doi: 10.1177/0047287514541005.
McDougall, G.H.G. and Levesque, T. (2000), Customer
satisfaction with services: putting perceived value into the
equation, The Journal of Services Marketing, Vol. 14 No. 5,
pp. 392-410.
Martn-Ruiz, D., Gremler, D.D., Washburn, J.H. and
Cepeda-Carin, G. (2008), Service value revisited:
specifying a higher-order, formative measure, Journal of
Business Research, Vol. 61 No. 12, pp. 1278-1291.
Mathwick, C., Malhotra, N. and Rigdon, E. (2001),
Experiential value: conceptualization, measurement and
application in the catalog and internet shopping
environment, Journal of Retailing, Vol. 77 No. 1, pp. 3-56.
Mathwick, C., Malhotra, N. and Rigdon, E. (2002), The
effect of dynamic retail experiences on experiential
perceptions of value: an internet and catalog comparison,
Journal of Retailing, Vol. 78 No. 1, pp. 51-60.
Mazaheri, E., Richard, M.O. and Laroche, M. (2012), The
role of emotions in online consumer behaviour: a
comparison of search, experience and credence services,
Journal of Services Marketing, Vol. 26 No. 7, pp. 335-350.
Monroe, K.B. (1990), Pricing, Making Profitable Decisions,
2nd ed., McGraw Hill Book Company, New York, NY.
Nasution, H.N. and Mavondo, F.T. (2008), Customer value
in the hotel industry: what managers believe they deliver
and what customer experience, International Journal of
Hospitality Management, Vol. 27 No. 1, pp. 204-213.
Nunnally, J.C. (1978), Psychometric Theory, 2nd ed., McGraw
Hill, New York, NY.
Oh, H. (2003), Price fairness and its asymmetric effects on
overall price, quality, and value judgements: the case of an
upscale hotel, Tourism Management, Vol. 24 No. 4,

pp. 397-399.
Oh, H. (1999), Service quality, customer satisfaction, and
customer value: a holistic perspective, International Journal
of Hospitality Management, Vol. 18 No. 1, pp. 67-82.
Oliver, R.L. (1997), Satisfaction, A Behavioural Perspective on
the Consumer, McGraw Hill, New York, NY.
Oliver, R.L. (1999), Value as excellence in the consumption
experience, in Holbrook, M.B. (Ed.), Consumer Value: A
Framework for Analysis and Research, Routledge, London,
pp. 43-62.
Ostrom, A.L., Bitner, M.J., Brown, S.W., Burkhard, K.A.,
Goul, M., Smith-Daniels, V., Demirkan, H. and
Rabinovich, E. (2010), Moving forward and making a
difference: research priorities for the science of service,
Journal of Service Research, Vol. 13 No. 1, pp. 4-36.
Otto, J.E. and Ritchie, J.R.B. (1996), The service experience
in tourism, Tourism Management, Vol. 17 No. 3,
pp. 68-174.
Panda-Bajs, I. (2015), Tourist perceived value, relationship
to satisfaction, and behavioral intentions: the example of the
Croatian tourist destination Dubrovnik, Journal of Travel
Parasuraman, A. and Grewal, D. (2000), The impact of
technology on the quality-value-loyalty chain: a research
agenda, Journal of the Academy of Marketing Science,
Vol. 28 No. 1, pp. 168-174.
Parasuraman, A. (1997), Reflections on gaining competitive
advantage through customer value, Journal of the Academy
of Marketing Science, Vol. 25 No. 2, pp. 154-161.
Petrick, J.F. (2002), Development of a multi-dimensional
scale for measuring the perceived value of a service, Journal
of Leisure Research, Vol. 34 No. 2, pp. 119-134.
Romn, S. (2007), The ethics of online retailing: a scale
development and validation from the consumers
perspective, Journal of Business Ethics, Vol. 72 No. 2,
pp. 131-148.
Romani, S., Grappi, S. and Bagozzi, R.P. (2013), Explaining
consumer reactions to corporate social responsibility: the
role of gratitude and altruistic values, Journal of Business
Ethics, Vol. 114 No. 2, pp. 193-206.
Ruiz, E. and Gil-Saura, I.G. (2008), Perceived value,
customer attitude and loyalty in retailing, Journal of Retail
and Leisure Property, Vol. 7 No. 4, pp. 305-314.
Ryan, C. (1995), Researching Tourist Satisfaction, Issues,
Concepts and Problems, Routledge, London.
Snchez-Fernndez, R. and Iniesta-Bonillo, M.A. (2006),
Consumer perception of value: literature review and a new
conceptual framework, Journal of Consumer Satisfaction,
Dissatisfaction and Complaining Behavior, Vol. 19, pp. 40-58.
Snchez-Fernndez, R., Iniesta-Bonillo, M.A. and Holbrook,
M.B. (2009), The conceptualisation and measurement of
consumer value in services, International Journal of Market
Snchez, J., Callarisa, L., Rodriguez, R.M. and Moliner, M.A.
(2006), Perceived value of the purchase of a tourism
product, Tourism Management, Vol. 27 No. 3,
pp. 394-409.
Seo, S. and Lee, Y. (2008), Shopping values of clothing
retailers perceived by consumers of different social classes,
183
Journal of Retailing and Consumer Services, Vol. 15 No. 6,

pp. 491-499.
Servizio della Statistica Regionale (2014), Sintesi statistiche sul
turismo, Internal Report.
Sheth, J.N., Newman, B.I. and Gross, B.L. (1991), Why we
buy what we buy: a theory of consumption values, Journal
of Business Research, Vol. 22 No. 2, pp. 159-170.
Shostack, G.L. (1977), Breaking free from product
marketing, Journal of Marketing, Vol. 2 (April), pp. 73-80.
Smith, N.C. (1999), Ethics and the typology of customer
value, in Holbrook, M.B. (Ed.) Consumer Value: A
pp. 147-158.
Sparks, B., Butcher, K. and Bradley, G. (2008), Dimensions
and correlates of consumer value: an application of the
timeshare industry, International Journal of Hospitality
Management, Vol. 27, pp. 98-108.
Stoel, L., Wickliffe, V. and Lee, K.H. (2004), Attribute
beliefs and spending as antecedents to shopping value,
Journal of Business Research, Vol. 57 No. 10, pp. 1067-1073.
Sweeney, J. and Soutar, G. (2001), Consumer perceived
value: the development of a multiple item scale, Journal of
Retailing, Vol. 77 No. 2, pp. 203-207.
Tadajewski, M. and Jones, D.G.B. (2012), Scientific
marketing management and the emergence of the ethical
marketing concept, Journal of Marketing Management,
Vol. 28 Nos 1/2, pp. 37-61.
Tam, J.L.M. (2000), The effects of service quality, perceived
value and customer satisfaction on behavioural intentions,
Journal of Hospitality and Leisure Marketing, Vol. 6 No. 4,
pp. 31-43.
Turel, O., Serenko, A. and Bontis, N. (2007), Use
acceptance of wireless short messaging services:
deconstructing perceived value, Information and
Vargo, S.L. and Lusch, R.F. (2012), The nature and
understanding of value: a service-dominant logic
perspective, in Vargo, S.L. and Lusch, R.F. (Eds), Toward
a Better Understanding of the Role of Value in Markets and
Marketing (Review of Marketing Research), Emerald,
Bingley, Vol. 9, pp. 1-12.
Voss, K.E., Spangenberg, E.R. and Grohmann, B. (2003),
Measuring the hedonic and utilitarian dimensions of
consumer attitude, Journal of Marketing Research, Vol. 40
No. 3, pp. 310-320.
Wagner, J. (1999), Aesthetic value: beauty in art and
fashion, Morris, B.H. (Ed.), in Consumer Value: A
pp. 126-146.
Wakefield, K.L. and Blodgett, J.G. (1994), The importance
of servicescapes in leisure service settings, Journal of
Services Marketing, Vol. 8 No. 3, pp. 66-76.
Wang, Y., Lo, H.P., Chi, R. and Yang, Y. (2004), An
integrated framework for customer value, and customerrelationship-management performance: a customer-based
perspective from China, Managing Service Quality, Vol. 14
Nos 2/3, pp. 169-182.
Williams, P. and Soutar, G.N. (2009), Value, satisfaction
and behavioral intentions in an adventure tourism context,
Annals of Tourism Research, Vol. 36 No. 3, 413-438.
Woodruff, B.R. (1997), Customer value: the next source for

competitive advantage, Journal of the Academy of Marketing
Science, Vol. 25 No. 2, pp. 139-153.
Yuan, Y.H. and Wu, C.K. (2008), Relationship among
experiential marketing, experiential value, and customer
satisfaction, Journal of Hospitality and Tourism Research,
Vol. 32 No. 3, pp. 387-410.
Zeithaml, V.A. (1988), Consumer perceptions of price,
quality, and value: a means-end model and synthesis of
evidence, Journal of Marketing, Vol. 52 No. 3, pp. 2-22.
Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1996),
The behavioural consequences of service quality, Journal
of Marketing, Vol. 60 No. 2, pp. 31-46.
Zeithaml, V.A. and Bitner, M.J. (1996), Services Marketing,
McGraw Hill, New York, NY.
Zhang, H., Fu, X., Cai, L.A. and Lu, L. (2014), Destination
image and tourist loyalty: a meta-analysis, Tourism
Management, Vol. 40, pp. 213-223.
Further reading
Srensen, F. and Jensen, J.F. (2015), Value creation and
knowledge development in tourism experience encounters,
Tourism Management, Vol. 46, pp. 336-346.
About the authors

Martina G. Gallarza (PhD) lectures in the Marketing
Department of the Universidad de Valencia (SPAIN). She
formerly taught at the Universidad Catlica de Valencia,
where she was the Dean of the Business Faculty. Her research
interests include consumer behaviour, non-profit marketing
and services marketing. Her particular research areas focus on
perceived value related to satisfaction and loyalty. She has
published several articles in the Annals of Tourism Research,
Tourism Management, International Journal of Culture, Tourism
and Hospitality Research, Tourism Review, Journal of Consumer
Behaviour and International Journal of Voluntary and Nonprofit
Organizations. Martina G. Gallarza is the corresponding
author and can be contacted at: martina.gallarza@uv.es
Francisco Arteaga-Moreno is an Associate Professor of
Statistics and Econometrics at the Universidad Catlica de
Valencia (Spain). He holds an MSc in Mathematics and a
PhD in Statistics. His research focuses on statistical
techniques for quality and productivity improvement,
especially those related to multivariate statistical projection
methods. He has published articles in several international
journals, such as the Journal of Chemometrics, Chemometrics and
Intelligent Laboratory Systems, Applied Stochastic Models in
Business and Industry, Industrial Management & Data Systems,
Tourism Review and Total Quality Management and Business
Excellence, among others.
Giacomo Del Chiappa, PhD, is an Assistant Professor of
marketing at the Department of Economics and Business,
University of Sassari (Italy) and Associate Researcher at
CRENoS. He is also a senior research fellow, School of
Tourism and Hospitality, University of Johannesburg, South
Africa. His research is related to destination governance and
branding, consumer behaviour and digital marketing. He has
184
published articles in several international journals, among

others, the International Journal of Hospitality Management,
Journal of Services Marketing, Journal of Travel Research,
International Journal of Tourism Research, International Journal
of Contemporary and Hospitality Management, Current Issues in
Tourism and Information Systems and E-Business Management.
consumer behaviour and retailing. She has taught these topics

on undergraduate and postgraduate courses. She has
published articles in several international journals, such as the
Annals of Tourism Research, Industrial Marketing Management,
International Journal of Hospitality Management, Tourism
Management, Service Industries Journal, International Journal of
Contemporary Hospitality Management, Industrial Management
& Data Systems Journal and Journal of Consumer Behaviour,
among others.
Irene Gil-Saura is a Professor of Marketing at the University

of Valencia (Spain). Her main teaching and research interests
include business-to-business marketing, services marketing,
For instructions on how to order reprints of this article, please visit our website:
www.emeraldgrouppublishing.com/licensing/reprints.htm
Or contact us for further details: permissions@emeraldinsight.com
185

JSM 07 2014 0241 Ok Customer Bisa Potong PDF

Загружено:

Сведения о документе

Оригинальное название

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

JSM 07 2014 0241 Ok Customer Bisa Potong PDF

Загружено:

Авторское право:

Доступные форматы

Journal of Services Marketing

To cite this document:

Users who downloaded this article also downloaded:

About Emerald www.emeraldinsight.com

Intrinsic value dimensions and the

Giacomo Del Chiappa

In spite of this importance, perceived value is probably one

Customer value has for long been a cornerstone of consumer

The authors gratefully acknowledge the support of the Spanish Ministry of

Received 18 July 2014

Journal of Services Marketing

Journal of Services Marketing

Martina G. Gallarza et al.

Volume 30 Number 2 2016 165185

Some of the latest contributions to perceived value research

to test which of these intrinsic benefits (through direct and

This dual objective is methodologically pursued by providing

all tourism services (including hospitality) are highly

the tourism product is predominantly an experiential

leisure and tourism services have been praised for their

In the past decade, various contributions have sought to join

The outline of the paper covers a conceptual framework that,

Journal of Services Marketing

Martina G. Gallarza et al.

Volume 30 Number 2 2016 165185

(Holbrook, 1999; Lin et al., 2005; Martn-Ruiz et al., 2008;

concerning linkages and temporal order between these

2.2 Perceived value and its relations with other

Journal of Services Marketing

Martina G. Gallarza et al.

Volume 30 Number 2 2016 165185

is merely a mediator between perceived value and customer

Babin et al. (1994) also went deeper into the two-dimensional

2.3 Dimensions of perceived value (intra-variable

2.3.1 Holbrooks (1999) approach to value dimensionality

Petrick (2002) service (cruise)

Martn-Ruiz et al. (2008) service (multiple

Cho and Jang (2008) service (hospitality:

Ledden et al. (2007) service (higher education)

Turel et al. (2007) service (short messaging)

Snchez et al. (2006) service (travel agency)

Gallarza and Gil-Saura (2006) service (Students

Duman and Mattila (2005) service (cruise)

Stoel et al. (2004) service (retailing: malls)

Wang et al. (2004) service (securities firms)

Journal of Services Marketing

Martina G. Gallarza et al.

Reputation for quality

Value dimensions (in accordance to Holbrooks classification)

Perceived monetary price, perceived risk time and

Babin and Kim (2001) service (students travels)

Sweeney and Soutar (2001) product (Consumer

Author and object

Table I Value dimensionality: a selection of post-2000 studies

Quality of (touristic) services

Carpenter (2008) service (retailing)

Leroi-Werelds et al. (2014) products (Multi:

Value dimensions (in accordance to Holbrooks classification)

Author and object

Martina G. Gallarza et al.

Journal of Services Marketing

Martina G. Gallarza et al.

Volume 30 Number 2 2016 165185