Research On The Value Of Customer Word-of-Mouth Base On CLV

In consumer behavior research field, the customer word-of-mouth (WOM) has great effect on the attitude and behavior of other customers. So, the WOM has more powerful than traditional promotion tools, for example, staff promotion and advertising. The customer will recommend to others in different situations; In addition, customers tend to seek the opinion of the other customers, when they make purchase decisions. Therefore, the customer WOM has further influence on customer value in the modern times.Customer WOM has further influence on the enterprise brand image and consumer attitudes and behavior, but the biggest challenge is, how to use the customer WOM and recommend behavior to manage customer resources effectively. Therefore, Making a measure of measuring the value of customer WOM is useful for managers to position the customers which most profitable.At present academia says that customer lifetime value (CLV) is the reliable index to predict customer’s contribution to the enterprise, and so as to help the decision makers of enterprise to judgment valuable customers effectively, and make full use of resources to the valuable customers. In the research of customer value, many researchers put their eyes on aspects of customer’s transaction value and customer loyalty. They ignore the customer value potential in parts, such as value from others recommendation.Scholars at home and abroad adopt enterprise’s financial data and mathematical model to calculate the customers’referral value. Seldom scholars discuss the customers’referral value from aspect of customer lifetime value (CLV). Academia has pay less attention to the research of CRV and the relationship between CRV and customers’referral behavior. Therefore, this article from the value of public praise customers all the factors of CLV with the method of the structure of the value analysis customer public praise, and focused on the research of customer value and customer public praise reputation recommend the relations between the behavior.This paper summarizes the past in reference and the existing literature scholars foundation, according to the related theory, customer satisfaction, customer loyalty, and word-of-mouth recommendation ACTS as the influence factors of customer value reputation, at a premium, buy share increase ability, reduce cost, reduce customer for the customer retention cost for the customer, the public praise value measuring dimension to social relations of breadth, social relations for regulation variables influence, constructing the customer value formation of reputation mechanism model, and puts forward12research hypotheses, and through the two research, obtain the effective data (525) verified hypothesis, the corresponding results for understanding the customer value of the enterprise understand a reputation and the driving factors has the important theoretical and practical value.The results of the study show that, customer satisfaction has significant positive effect on customer’s WOM behavior and customer loyalty; The customer loyalty has significant positive effect on customer’s WOM behavior; Customer WOM behavior has significant positive effect on reducing customer retention cost and reducing customers obtain cost. Social network has positive effect on premium ability and purchase share increasing. Social influence has positive effect on reducing customer retention cost, reducing customers obtain cost and premium ability. Finally, this study proposed customer value management method reputation.