Customer-perceived value: A substitute for satisfaction in business markets?

In recent years, there has been a resurgence of interest in the value construct. Delivering superior value to customers is a major concern of management in many business markets of today. From an empirical point of view, however, it is still not clear how the construct interacts with other prominent marketing variables. For example, researchers have recently questioned the role of satisfaction and called for a replacement of the construct by customer value as a more powerful predictor of behavioral outcomes in business markets (Gross 1997).