Towards a framework of customer value assessment in B2B markets: An exploratory study

• Customer value assessment is a major challenge for industrial firms that provide solution offerings.
• This study proposes a tentative framework for customer value assessment in B2B markets.
• Based on 18 interviews in three firms, the findings suggest that customer value assessment comprises five key processes.
• Managers need to be aware of the long-lasting nature of customer value assessment.

This paper examines the key processes and activities of customer value assessment in business-to-business (B2B) markets. Given that an increasing number of B2B firms are providing combinations of products and services, or integrated solutions, the present study examines customer value assessment from the solution supplier's perspective. Specifically, based on an exploratory field study and in-depth interviews with 18 managers in three different firms, the present study identifies five key processes (i.e., value potential identification, baseline assessment, performance evaluation, long-term value realization, and systematic data management) and 11 related activities involved in customer value assessment in B2B markets, and integrates them into a managerially grounded framework. The findings from this study contribute to the literature on customer value and solution research, and provide useful insights for managers on how to assess the value delivered by their offerings to customers.