... (Gabbott, 2004, p.38-39). Customer values and needs are a driving force for an organisation in their attempt to provide a product or service of value. It is essential for managers to have a strong understanding of the different ways in which value can be provided, in the hope of "maximizing the creation of value" (Wheeler et al., 2003, p.11). If managers have a strong understanding of value and the Value Exchange Model, they can recognise the needs and wants of their customers and develop a product or service that satisfies customer and provider perceived benefits. One organisation, which seeks to provide their customers with 'value', is Crown casino. Recognised for their status and image, Crown casino is a large organisation located on Melbourne's Yarra River in the city centre. Crown markets their wide variety of services, offering 'something to meet every need' (www.crowncasino.com.au). Among other services such as the casino, ...

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