Resumen

GUTIERREZ, Lucí  y  DE LEON, Carlos H.. The creation of value for the customer, according to Zeithaml, from the perspective of the Guatemalan university student. Espacios [online]. 2024, vol.45, n.4, pp.131-144.  Epub 30-Dic-2024. ISSN 2739-0071.  https://doi.org/10.48082/espacios-a24v45n04p10.

The following work was developed through a compilation of contributions on value, in addition to a quantitative study, which was based on the research developed by Zeithaml (1988) and the categorization created on the concept of customer value; This, in order to determine if the knowledge of marketing topics in students from Guatemalan universities allows them to see this term from another perspective, compared to those who do not take this type of courses in their career.

Palabras clave : competitive advantage; market orientation; marketing; value; value chain.

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