Customer perceived value and differences between customer's and firm's perception

Entrepreneurial Orientation and Service Innovation on Consumer Response: A B&B Case

“…Moreover, data collected only from the manager perspective that examine the effect of EO on consumer‐perceived value are questionable. Because of the possible difference between consumer and manager perceptions of product and service values (Pandza and Vignali ) and methodological problems, such as common method variance (CMV), the use of such data may lead to overestimation of the considered associations. Empirical evidence supporting the relationships between EO and consumer‐perceived value is therefore lacking based on both manager and consumer data.…”