譯文（字數 3335）：

顧客價值的研究在研究和實踐中變得越來越重要了。例如，美國市場營銷協會最近修訂了其“市場定義“以包括客戶價值的概念，并有重要的討論，在文獻中的主導邏輯在外地和超過中央的作用，客戶價值發揮（美國n市場營銷協會，2006；Vargo和Lusch，2004）。識別和創建∗作者與圣加倫大學、kirchlistrasse 2保險經濟學研究所，9010，圣加侖瑞士。3簡歷是公司長期生存和成功的必要條件（波特，1996；Woodruff，1997；佩恩和霍爾特，2001；胡貝爾，他和摩根，2001）。理解有了客戶的方式判斷和價值的產品或服務是實現競爭優勢的關鍵。科學家和從業者已經認識到，在確定退伍軍人的簡歷概念的權力略為客戶和管理客戶的行為（約翰遜，他和胡貝爾，2006；Kothari和拉克，2006，setijono和dahlgaard，2007）。心血管研究的目的是描述、分析、和麥電子經驗衡量的價值，企業為他們的客戶，并把這些見解，以進一步的營銷結構。最近，研究也開始將簡歷與概念聯系起來如客戶終身價值（CLV）或客戶資產以評估營銷活動的回報和CV對公司財務的影響。大量的簡歷的方法已經出現，一個我有點模棱兩可的實證結果已經提出。

外文原文（字符數 10563）：

外文出處：Albert Graf,  Peter Maas Customer value from a customer perspective: a comprehensive reviewJournalBetriebswirtschaft, 2008, Vol.58 (1)

The study of customer value (CV) is becoming significantly more important, both in research and in practice. For example, the American Marketing Association recently revised its definition of “marketing” to encompass the notion of customer value, and there have been important discussions in the literature about the dominant logic in the field and over the central role customer value plays (American Marketing Association, 2006; Vargo and Lusch, 2004). Identifying and creating ∗ The authors are with the University of St. Gallen, Institute of Insurance Economics, Kirchlistrasse 2, 9010 St. Gallen, Switzerland. 3 CV is regarded as an essential prerequisite for long-term company survival and success (Porter, 1996; Woodruff, 1997; Payne and Holt, 2001; Huber, Herrmann and Morgan, 2001). Understanding the way customers judge and value a service or product is crucial to achieving a competitive advantage. Scientists and practitioners have recognized the power of the CV concept in identifying value for customers and managing customer behaviour (Johnson, Herrmann and Huber, 2006; Kothari and Lackner, 2006, Setijono and Dahlgaard, 2007). The goal of CV research is to describe, analyze, and make empirically measurable the value that companies create for their customers and to link these insights to further marketing constructs. Recently,