Value-based pricing : The perception of value

Abstract: During recent years corporations have been focusing on revenues rather than profits. This led to decreased margins and unstable financial performances. To increase profits, new pricing strategies have emerged. One promising pricing strategy that focuses on increasing profits is value-based pricing, which constitutes the monetising of customer perceived value. The purpose of this paper is to identify what factors influence customer perceived value in the global high-tech service industry. With this knowledge corporations can draw precise evaluations of customer perceived value and hence utilise value-based pricing in the best possible way. A qualitative method was used to study the case of MB Services, the service division of the Meyer Burger Technology Group, and the global high-tech service industry represented at the Hannovermesse 2011, an industrial exhibition in Hanover, Germany. The empirical data collected was analysed together with the theoretical framework. The findings are that customer perceived value of high-tech services is influenced by the overall benefits the customer can obtain from the service, the sacrifices in terms of costs the customer has to pay for the service, competitors’ offerings, different segments, subjective judgments of distinctive people within a corporation, and the industries’ and customers’ level of maturity. Customer perceived value is an underresearched subject, which requires further investigation.