Research On Customer Perceived Value

With the technology developing, economics globalization, the same kind of products in different industries present a trend that is the same feature in technology and knowledge involved, and meanwhile the value of the products' function is no longer the core competency. The marketing environment is becoming more complex and the competition is fierce than before, which results in the other factors in the concept of the product are improved. As a part of the total product, service has become more important than before. In the 21st century, more and more scholars in marketing academy have studied Customer Value (CV), Customer Satisfaction (CS), Customer Relationship (CR) and other related theories from various perspectives. CV, CS and CR are the resources of maintaining the competitive advantages for the enterprises. Philip·Kotler argues that improvement of the customer delivered value will contribute to the customers' satisfaction. Service Management aids to develop the social image of the company, improve the value of the product and strengthen the service quality controlling, all these will do good to increase the customer delivered value, the customers' satisfaction and the long-term customers' relationship. As a result, the marketing costs will be declined and the marketing performance will be improved to the company. In addition, value for customers is not created by a manufacture or a service provider, but by the customers themselves in their value-creating process; the enterprises just provide the servicizing factors and hidden service factors, which contribute to creating the value. This research reviews the development of CR theory, being tended to set a framework, which is related to the identification and measurement of CR and the implementations. This thesis tries to demonstrate in four parts: the first part, introduction, according to reviewing the service economy and service management, put forward the papers' framework, methods, value and creation; the second part, mainly relate to the identification and measurement of CR, citing the SERVQUAL Model, CVD Model; the third part, based on the CR, building the competency of the corporation; the fourth part, the measurement of CSI (customer satisfaction index); In the end of the thesis are the deficiencies and the expectations of the future. Though the paper put forward setting a CR paradigm, the deeper experimental analysis is not enough, improvements of the thesis must be done in the future.