Selling Higher Price, Higher Value Offerings in B2B Markets: Measuring the Influence of Value Evidence on Customer Perceived Value
Customer value propositions and reference cases are important tools, which are used to provide credible value information in the selling process. Even though different types of value evidence are common in practice, studies have not uncovered how these are perceived by customers in organizational markets. The authors conduct empirical research and examine in an online experiment how different types of value evidence influence the customer perceived value and the purchase probability in a higher-price, higher-value setting. The results support the expected ranks for the different types of value evidence only in the cases without joint working. However, no significant differences between the different groups associated with customer perceived value and the purchase probability are found. Contributions are provided by examining the stated link profoundly and pointing out its relevance for practitioners.