A Study About The Multi-Dimension Of Customer Perceived Value Of Green Foods And Its Effects On Customer Loyalty

Since 1990s,the study of customer perceived value(CPV) has become a focused field for marketing researchers and business managers,for it is considered as a new source of business competitiveness and an engine of constant development.However,most of the scholars concerning CPV paid their attentions mainly to the service products or durable goods,and there are seldom researchers devoted themselves to the study of Fast Moving Consumption Goods,especially foods. Therefore,this paper,taking Green Foods as its study object,discusses and verifies CPV dimensions by examples,and also makes an analysis of the effects of those dimensions on Customer Loyalty.The main conclusions are as follows:(1) There has been a Green Value in the CPV dimensions of Green Foods;(2) Both Emotion value and Green value has a direct positive effect on the Customer Loyalty;(3) The positive indirect effect that the CPV has on the customer loyalty through customer satisfaction is statistically insignificant.This paper consists of five chapters.Chapter 1 is the summary of research.It mainly analyzes the background of the topic and briefly illustrates the research purpose,the research methods and the framework of this research.Chapter 2 reviews the related research.Based on past researches, this chapter systematically reviews both the domestic and foreign studies concerning Green Foods, CPV and Customer Loyalty.Chapter 3 is the construction of the model and the proposal of hypotheses.Based on the review of the related study,the research framework is constructed and related hypotheses are proposed.Based on the hypotheses,we construct a new CPV model which includes Green Value and instructs relationship between CPV and Customer Loyalty.Then the study makes an exploratory factor analysis to the data acquired by a multi-dimensional measuring scale. Chapter 4 is the confirmatory factor analysis.This chapter verifies customer perceived value dimensions and makes an analysis of the effects of those dimensions on customer satisfaction and customer loyalty.Chapter 5 summarizes the research,and gives the related suggestions,concludes the main innovation and points out the limitations and further research direction.