译文（字数 3335）：

顾客价值的研究在研究和实践中变得越来越重要了。例如，美国市场营销协会最近修订了其“市场定义“以包括客户价值的概念，并有重要的讨论，在文献中的主导逻辑在外地和超过中央的作用，客户价值发挥（美国n市场营销协会，2006；Vargo和Lusch，2004）。识别和创建∗作者与圣加伦大学、kirchlistrasse 2保险经济学研究所，9010，圣加仑瑞士。3简历是公司长期生存和成功的必要条件（波特，1996；Woodruff，1997；佩恩和霍尔特，2001；胡贝尔，他和摩根，2001）。理解有了客户的方式判断和价值的产品或服务是实现竞争优势的关键。科学家和从业者已经认识到，在确定退伍军人的简历概念的权力略为客户和管理客户的行为（约翰逊，他和胡贝尔，2006；Kothari和拉克，2006，setijono和dahlgaard，2007）。心血管研究的目的是描述、分析、和麦电子经验衡量的价值，企业为他们的客户，并把这些见解，以进一步的营销结构。最近，研究也开始将简历与概念联系起来如客户终身价值（CLV）或客户资产以评估营销活动的回报和CV对公司财务的影响。大量的简历的方法已经出现，一个我有点模棱两可的实证结果已经提出。

外文原文（字符数 10563）：

外文出处：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,