ANTECEDENTS AND OUTCOMES OF PERCEIVED SERVICE VALUE: EVIDENCE FROM SLOVENIA

The world economy is becoming intensely service- oriented. This trend is evidenced by the vast number of marketing research projects that focus on services. Further, the downturn in today’s economic markets underscores the importance of perceived value for customers. Also, for firms operating in former socialist economies of Central Europe, some authors pointed to evidence of a high degree of environmental turbulence, as demonstrated by rising unemployment levels, high inflation and fluctuating growth rates.