“…Finally, the fulfillment of the promise to the customer, the customer value proposition (CVP) is a strategic tool that companies use to communicate how they aim to deliver value to their customers as one of the most widely used terms in business (Payne, Frow and Eggert, 2017;Hao, Liu & Goh, 2021). The concept of a quality-expanding CVP company should include listening to the customer, a just-in-time supply chain, full participation in the company products that satisfy the quality of the customer expectations finally meeting the promise of delivery to the customer (Becerra-Fernández, Herrera, Trejos, & Romero, 2021, Kim, Montreuil & Klibi, 2022. Hamadamin & Singh (2019) found that most respondents believe that marketing strategies to deliver on promises are key to the success of all companies and an important tool for increasing customer satisfaction (Kim, Montreuil & Klibi, 2022).…”