Measurement & Empirical Research Of Customer Value Based On Relativity

Delivering outstanding value for the consumers is a key to acquiring their satisfaction and honest. But, most enterprises have no idea about the content of value and what factors constitute the key to the value and how to measure it. Therefore, the fulfillment urgently requests the marketing researchers to go deep about the aspects above. The purpose of this dissertation mainly focus on the following three: firstly, it starts from one of the most important features—relativity, seeing into the comparative behaviors of consumers sense of value and summarize the dimensions and measurement of consumer value; second, on the relationship between consumer value and their satisfaction based on relativity; at last, on the relationship between consumer value and consumer loyalty.According to the reference criterion of consumer value and the fundamental component, this dissertation establishes the measurement of the relativity of value. With car consumers as the research object, adopted a quantitative method, it examines the relationship among the value relativity and satisfaction and loyalty of the consumers. As for the researching method, 550 copies of questionnaires have been delivered to interviewees who have possessed private cars and 300 of them have been successfully retrieved. Analysis indicates the following conclusions: first, according to the research of Park and many other reference statistics, originating from the need of consumers, dimensions of consumer value can be divided into four categories, i.e. functional, experiencing, symbolic and manufacturing sacrifice. Second, based on the remarkable influence of the above four dimensions upon the satisfaction of consumers, among which functional and manufacturing sacrifice contributes prior to the other two. Finally, these four dimensions influence the loyalty of consumers a lot, among which, the functional and experiencing contributes more.As far as car manufacturing business concerned, the significance of this research lies in the followings. To begin with, core managers are supposed to know well about what to do and how to do it to better satisfy the desire from the potential customers, that's to say, the four fundamental dimensions, functional, experiencing, symbolic and manufacturing sacrifice. Furthermore, core managers in the business can improve consumer value to gain more satisfactory. Known from the questionnaires that functional and manufacturing costs play a bigger part than the other two, that's to be concentrated on to arose the brand competitive strength. Moreover, core managers can bring up the consumer loyalty by delivering the superior consumer value, speaking of which, they can get down to taking up the functional dimensions and dimensions of experience.In spite of some valuable results, yet the following parts need to be improved. Firstly, there should be more relevant data about consumer value from the relativity point of view theoretically and practically. For the sake of research, the criterion of the consumer value has been divided into interior and exterior, and this research focuses on the latter one. In fact, the interior criterion is as important as the exterior one, and even more complicated. That's why the further research related is totally apt to going on especially on the composition, characteristics and influences. Secondly, due to the limitation of personal capability and resources, this dissertation limits at range of research to the value assessment on the automobile business and consumers. Meantime, the quantity of elected samples is not sufficient, barely enough for the basic study. Therefore, it's necessary to enlarge the variety and quantity of samples in different branches and markets. Finally, all that used in this research can only imply the situation in Changchun City, representative for cities in northern China, but fail to represent cities in southern China. So as for the further study, the range of examined samples could be more widely.