Empirical Research On The Relation Of Factors Influencing And Customer Value

After the stage of rapid development and prosperity,the notebook computer market has entered a mature phase.With the quality and service of notebook products becoming increasingly similar,customers are faced with more choices and lower transferring barriers.Then how to provide products or service that meet customers' expectations and satisfy them? How to establish and maintain customer loyalty? The answer comes down to creating and transferring excellent customer value(CV). Concerning and consistently provide beneficial CV,has become the top priority of most notebook producers.Consequently,this thesis,researching on factors influencing CV and customer loyalty,is of great theoretical and practical significance.Based on relevant literature and field surveys,which are used as a source of reference,combining with the current situation of notebook industry and customer characteristics,this thesis extracts factors influencing CV of notebook market,founds models and puts forward interrelated hypotheses.After designing and developing questionnaire and collecting data,under the help of SPSS,this thesis analyses data in depth by adopting various approaches,including factorial analysis,correlation analysis and multiple regression analysis,verifies hypotheses and draws the conclusions as follows:(1)Factors of quality and technology have a strong positive effect on CV,while price factor has a strong negative effect.Factors of function,appearance,service and experience have a moderate positive effect on CV,while the similar degree of effect, which is negative,comes from inconvenience factor.However,operation factor has an insignificant effect on CV in domestic notebook market.(2)Strong positive correlation is found between internal factors and customer loyalty,while external factors are positively related to customer loyalty moderately. Cost factor has a moderate negative effect on customer loyalty.Finally,the effect of abstraction factor is insignificant.This thesis,verifying degrees of effects of relevant factors on customer value and customer loyalty via empirical research,is helpful for notebook producers to generate production and marketing strategy,furthermore,provides a valuable reference for consumers who buy relevant products.