Research On Methods Of Identification And Evaluation For The Drivers Of Customer Perceived Value

Customer perceived value is believed as the new management idea, and has been the focus of scholars and enterprisers. But till now the researches on identification and evaluation for the drivers of customer perceived value is not yet mature, and is lack of operable method system. So, with the help of existent findings, the paper probes into the systemic identification and evaluation methods and carries out an empirical study to validate them by mobile telephone .Previously, few literatures judge the correlation between customer perceived value and competitive advantage. Many studies have taken a prejudices attitude and guessed that an established relationship must exist between them. So, many researches granted the relationship between them as the premise of deductive. In fact, no investigation, no right to speak. The identification and evaluation for drivers of customer perceived value is meaning or not will depend on whether customer perceived value has a positive and significant impact on the competitive advantage. So, as a starting point for the research, the paper first judges the correlation between customer perceived value and competitive advantage by reversing- inference method.In the study of customer perceived drivers identification, the paper presents five steps and the corresponding methods. Observation, Focus group, In-depth interview, Ladder and Tour grand are the outstanding customer perceived value identification qualitative methods in the drivers gathering step. Then, it is necessary to screen out some collected drivers in order to place the similar value idea a category, and delete the unimportant and unfeasible factors. On the basis of questionnaires, Factor analysis or Principal component analysis extract the customer perceived value drivers factors structure. Finally, according the"means-end"chain theory, customer perceived value hierarchical model is established.After identification, the evaluation for customer perceived value drivers makes the abstraction of the customer perceived value to further promote operation. The purpose of the study is to fully understand strategic significance of the previously identified drivers, and point out the potential change directions and trends of the drivers to improve the enterprises response capacity and strategy development. Based on the literature review, we aware that the shortages of the importance/difference matrix created by Woodruff: coordinate axis boundaries are not clearly defined, static two-dimensional thinking. The existence of defects affects the matrix in the enterprise application and implementation. The research think that the gap between customer expectation and enterprise performance will have a significant impact on customer purchase decision inspired from the Expectancy Disconfirmation theory. Accordingly, the previous matrix absorbs customer expectation dimension to construct a new three-dimensional importance/difference matrix including eight quadrants. The new four quadrant show the dynamic characteristics of customer perceived value and potential changes in the trend of "potential competitive distinctiveness", "potential competition standard," "potential no strategic significance" and "potential competitive differential advantage". The new method breaks the two-dimensional thinking of the original matrix and makes the strategic characteristic of customer perceived value drivers deepened and detailed. Also it enable enterprises to realize that a potential source of competitive advantage and the possible existence of the potential crisis. Finally, the method to generate the three-dimensional matrix model is applied in the mobile telephone industrial context.