Operationalizing Customer-perceived Value as an Emergent Variable: Empirical Evidence from Mobile Food Ordering and Delivery Applications

Customer-perceived value (CPV) has been a focal point in marketing literature, typically modelled as a reflective construct centred on the balance of benefits over costs, which in turn influences consumer satisfaction and subsequent behaviour. However, recognizing the multifaceted nature of CPV and its dependency on specific contexts, this study introduces a novel methodological approach by treating CPV as an emergent artifact. In doing so, we provide an alternative means to conceptualize and operationalize CPV, accommodating its diverse determinants across different sectors. Using data from an online survey of users of mobile food and delivery applications (MFODAs), we demonstrate the application and utility of this methodological shift, employing partial least squares path modelling (PLS-PM) to validate our approach. This study underscores the potential for marketing scholars to adapt and tailor the CPV construct based on the nuances of individual industries, offering both academic and practical insights into its formulation and implications.