Authors:
Pan Myo Phyu, Aye Nandar Win, Myat Hnin Sunn, Thet Htet Hnin, Hlaing Htake Khaung Tin, András Szeberényi
Addresses:
Faculty of Information Science, University of Information Technology, Yangon, Yangon Region, Myanmar. Institute of Marketing and Communication, Budapest Metropolitan University, Budapest, Hungary.
Abstract:
In the highly competitive business world of today, not only should businesses think about the product-oriented marketing strategy, but they also need to take into consideration the customer value-based marketing approach. Value creation, value delivery, and value communication are among the three main marketing strategies that help build effective customer relationships and create competitive advantage. This paper examines how the three marketing values affect customer satisfaction and purchase intentions. For this study, researchers used a quantitative research design and conducted a questionnaire survey of 420 customers who had previously made a purchase. The creation, delivery, and communication of value account for 76% of the total variation in customer satisfaction. Customer satisfaction also predicts purchase intentions, and it explains 72.3% of the variation in purchase intentions. These findings show that marketing is not only about creating valuable offerings but also about effectively delivering value and communicating with customers. This research contributes to the marketing literature by empirically validating the customer value process without conducting hypothesis tests. These findings will help managers satisfy customers through a value-based marketing approach.
Keywords: Customer Value; Customer Satisfaction; Purchase Intention; Value-Based Marketing; Value Creation; Competitive Advantage; Value Communication.
Received on: 11/01/2025, Revised on: 04/03/2025, Accepted on: 11/06/2025, Published on: 05/06/2026
DOI: 10.64091/ATIML.2026.000339
AVE Trends in Intelligent Management Letters, 2026 Vol. 2 No. 2 , Pages: 89-101