While understanding the characteristics of customer value, it is also essential to identify the benefits and costs of a product to deliver customer value in the market properly. Source taken from Key Concepts in Operations Management (p. Table 1 Four Characteristics of Customer Value Note. Table 1 contains details of the four characteristics. Leseure (2010) distinguished four characteristics of customer value: market-perceived, complexity, relativity, and dynamic. In other words, it is the difference between the benefits and costs (Leseure, 2010 Christopher, 2016). Customer value is the result of the customer’s assessment of all benefits and costs of goods or services compared to other alternatives. It is no exaggeration to say that the ultimate success and failure of a business highly depend on how well customer value is conveyed in the marketplace. 2.0 Customer Service in International Logistics 2.1 Customer value Then the order winner of Walmart that contribute to the company’s success will be discussed. This report will explore the relationship between customer services and logistics and how Walmart practises its customer services to improve customer satisfaction and logistics. The main competitors of Walmart include Amazon, Costco, Target, Tesco, and Kroger (Bhasin, 2020). According to Hanbury (2020), the average customer of Walmart is a 46-year-old white woman with an annual household income of £55,000, which indicates that Walmart is the most popular grocery store for homemakers. The online and Offline grocery market share of Walmart in the U.S is 26 percent, which is the highest among all other competitors in the same sector (Statista, 2017). Walmart has different types of stores covering various customer segments: Sam’s Club (specialised store for registered members), Walmart U.S, Walmart International (Bhasin, 2020). The company’s core businesses are retail and wholesale businesses, with a pricing strategy of “Every Day Low Price (EDLP)” (Walmart, 2021). Walmart, founded in 1962 by Sam Walton, is one of the most successful multinational retail companies that operates approximately 10,526 stores in 24 countries and eCommerce website and has over 2.3 million employees.
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