Wittenborg Lecturer's Research Offers New Insights into Customer-perceived Value

24.01.2025

Redefining Customer-perceived Value: Insights for Mobile Food Delivery Success

Cansu Kadıoğlu, a lecturer at Wittenborg, and Taşkın Dirsehan, have recently published a research article in the Journal of Creating Value, offering new insights into Customer-perceived Value (CPV). Their study titled ‘Operationalising Customer-perceived Value as an Emergent Variable: Empirical Evidence from Mobile Food Ordering and Delivery Applications‘ presents a fresh approach to understanding how businesses can improve customer satisfaction and loyalty by viewing CPV as an evolving and dynamic factor.

Kadıoğlu’s research aimed to address the need for more flexible and actionable marketing models in today’s rapidly changing digital and service-focused industries. “My research offers a practical approach to modelling and understanding CPV by treating it as an emergent construct. This methodological shift has immediate applications for marketing managers and business strategists, particularly in digital and service-focused industries, such as mobile food delivery,” she explains.

In their study, Kadıoğlu and Dirsehan focused on mobile food delivery services, a sector where consumer preferences and expectations change quickly. They applied a Composite Model, using Partial Least Squares Path Modelling (PLS-PM) to estimate the relationships between CPV and its antecedents and consequences, such as customer satisfaction, word-of-mouth (WOM), and re-patronage.

The researchers used data from a survey of 200 participants who frequently used mobile food delivery services. The data was analysed using 4,999 resamples for bootstrapping, a technique commonly used to test the stability and significance of statistical estimates. The study followed established guidelines for evaluating composite models, ensuring that the constructs used in the analysis were both reliable and valid.

“Our approach to modelling CPV allowed us to test its dynamic nature,” says Kadıoğlu. “Instead of treating CPV as a static concept, we examined how it evolves based on different consumer contexts and industry needs. This allowed us to provide insights into how businesses can adapt their strategies to meet the changing demands of their customers.”

Through their analysis, Kadıoğlu and Dirsehan found that customer-perceived value has a significant impact on customer satisfaction, re-patronage intentions, and WOM. More specifically, they found that CPV had a particularly strong effect on customer satisfaction (with a path coefficient of 0.70), and also influenced re-patronage and WOM, albeit to a lesser extent. The total effects of CPV on re-patronage and WOM were found to be 0.64 and 0.73, respectively, both significant at a 1% level.

“The flexibility of this model is crucial for industries like mobile food delivery, where consumer expectations are rapidly evolving,” Kadıoğlu explains. “By enabling CPV to be adapted to specific industry needs and consumer contexts, my study provides a pathway for businesses to optimise customer satisfaction and loyalty. This adaptable framework serves as a tool for both current applications and future strategic planning.”

To further assess the validity of their findings, the researchers conducted a rigorous analysis of discriminant validity, convergent validity, and composite reliability. They concluded that the constructs of CPV, satisfaction, word-of-mouth and re-patronage were all valid and reliable for this study.

Kadıoğlu’s research emphasises the need for businesses to think of CPV as an evolving construct rather than a fixed variable. “By rethinking CPV as an emergent variable, my research responds to the growing need for marketing models that are both flexible and actionable,” she states.