Customer values offered by retail store chains in today’s marketplace

Purpose: This article aims to identify the customer value offered in today's market by retail chains.Design/methodology/approach: The aim of the article is based on an analysis of the topic of customer value as described in current source material and on the use of a research technique such as the author's participatory observation of consumer behaviour in response to offers from retail chains.Results: In today's competitive market, retail shop chains are faced with the necessity of resolutely meeting increasingly demanding customer expectations.The results of the author's market observation confirm that issues related to the creation of customer value are becoming crucial for every retail shop as they determine its development and sometimes also its survival on the market, and definitely play an important role in the competitive struggle.Practical application: The customer values described in the article can provide retail chains with a guideline for creating a retail offering that takes into account the proposition of a comprehensive package of the most valued and expected values by customers.Social application: The topics described in the article can be a source of valuable inspiration not only for retail chains, but also for other retailers with a particular interest in creating customer value through the best possible mix and match.Originality/value: This article is an attempt to organise the literature's consideration of customer value and to highlight the role it plays in the retail chain's offer to dedicated customers and in building competitive advantage in today's market.