An Empirical Study Of The Effect Of Customer Perceived Value On Post-Purchasing Behavior

In the rapid development of ecnomic and increasingly competitive industry case,the competition is becoming more and more intense among enterprises.To gain dominant position in the process of competition, enterprises need to take a fixed and effective consumer buying,operators also need to excavate the hidden needs and ideas of consumer. A study of Reichheld(1996) shows that the cost of developing the new business spends 4 to 6 times more than keeping the existing customers,so if enterprise emphasizes to maintain existing customers, the customer retention rate would be to increase 5%, the profit might be to increase 25%-85%,which reveals that it's so important to manage post-purchasing behavior of customer. Pleasant purchase experience, great perceived value both take an large extent affect to customer purchase behavior,complaying of recommending,repeating purchase or switching brands, basically depend on customer perceived product or value.Today,on the background of the customer-centric era, studying the relationship of customer perceived value and purchase behavior would be a key word to the competition of enterprises.As operators,they need not only focus on the business,but also thoroughly analyze the customer perceived value and post-purchasing behavior, to improve the ability to meet the demand of customer and finally being the own competitiveness of enterprise.Positive purchase behavior would develop loyal customer for enterprise,and loyal customer is valuable asset to enterprise, the substantial contribution to the business is the core issue during the customer management. According to the 80/20 Rule, eighty percent of profits of enterprise depands on twenty percent of loyal customer of enterprise.With regard to edible oil,which is closely related to everyday life of customer,only developing new customer is not enough at all, there need to be enough loyal customer, otherwise, enterprise would lose the position during the market. Meanwhile,according to the investigate of researchers, the satisfact customer would describe their good experiences to the other three persons, but the dissatisfied customer would give an account of the dissatisfaction to the other eleven persons. Obviously, studying the post-purchasing behavior takes a very pivotal role for enterprise.Bying adding promotion, improving production quality, increaseing advertisment, reducing costs and so on, which would be favored by customer and gain favorable post-purchasing behavior. However, which and how dimensions of customer perceived value effect to post-purchasing behavior, that are worthy of in-depth study and research.Taking the small package edible oil industry as an example, this article is purposed to study an very important issue in the field of customer behavior, that's the effect of customer perceived value on post-purchasing behavior and exploring the relationship between the dimensions of customer perceived value and post-purchasing behavior. The throughout study is totally divided into four major parts:the first part is reviewing the literature and theory of related topic, the second part is the research design,hypothesis and theoretical model of this text, the third part is the empirical study part and the last part is about the summary of the study and the Marketing proposals.As an important fator to effect consumer post-purchase behavior, so far the customer perceived value just has been studied the relationship of dimensions and post-purchase behavior.Taking the the customer perceived value as a whole variable to discuss the impact on consumer post-purchase behavior would be new attempt in academia.This article attempts to refine the dimensions of customer perceived value, delimit the customer perceived value as an independent variable,and the consumer post-purchase behavior as the dependent variable, explorying the relationship of the two variable, and on the basis then discuss how to improve customer perceived value.To clear the relationship, choosing the small packing edible oil consumer population of the Yangtze River Basin, Sichuan, Chongqing, Hubei, Hunan and Jiangsu provinces as survey sample, collecting 297 valid samples as quantitative data, taking the factor analysis, path analysis, structural equation techniques and so on, and basically verifying the effection of customer perceived value to post-purchase behavior.