Customer Value Perception Of The Elements Of Empirical Research

From twenty century ninety decade, customer value(CV) has become the focus field attended by marketing researchers and managers of enterprises. CV has been regarded as the new resource of competitive advantage and the engine of the enterprises.This paper focuses on the demonstration research of CV management in view of thecustomers and enterprises. It is based on the theory of management science, marketing, economicsand behavior science. Based on a great deal of investigation, the paper analyzes CV conceptionand academic explaination, CV evaluation, analysis of CV perceived gap and CV management method.First of all, based on predecessors' research, this paper studies CV concept and the relationship between CV and other concepts. The study indicates that CV and customer satisfactions customer loyalty, market share, profitability have strive relationships. In addition, this paper analyzes CV through some correlative economic theories. They are avail theory, consumer remain theory and none difference curve theory.Secondly, we analyze CV evaluation system in view of customers themselves through investigation and factor analysis. There are nine elements composed of this system, namely "experience", "service", "information", "brand", "fashion", "green", "quality", "attribute" and "price". In addition, we prove that there are individual character through the partial correlation analysis between CV elements and the customer's individual characteristics.Thirdly, this paper proves two hypothesizes by one-way ANAVA based on the investigationof employees of enterprises and customers. Hypothesis 1 is that there are distinct different CV senses between customers and enterprises. Hypothesis 2 is that there are distinct different CV senses between the employees in different positions. Finally, the paper has searched after the policies and methods of CV management. Itconsiders that eliminate the value gaps and divide the CV elements to manage is the base of CVmanagement. This paper confirms the relative importance of the nine elements and divides the elements as "basic elements", "competitive elements", "supportive elements" and "additional elements".