Research On The Customer Value Based On Value Chain Theory

Nowadays, the increasingly competitive and products or services become increasinglyhomogeneous in the communications industry, customer resources has become the focus ofthe enterprises. How to improve customer value to participate in the competition and providecustomers with high-value products and services are the key for enterprises to expand marketshare. In this paper, we based on the value chain theory, to discuss the connotation, creationand management of customer value from the perspective of the customer value, reconstructionthe customer value-oriented enterprise value chain, build a telecommunication operatorscustomer value realization model. Then select endogenous variables,exogenous variables andtheir corresponding observations and make hypotheses. We design a telecommunicationoperators’customer value questionnaire and get raw data through empirical research. Then weuss SPSS, AMOS and LISREL softwares to make the sample descriptive analysis, reliabilityand validity analysis and full model analysis of sample data by structural equation to getcorrelation of the relevant variables and the index. At last, we conclude that thetelecommunications operators’ customer value is composed of customer satisfaction andcustomer loyalty, and customer satisfaction is determine by perceived value, corporate imageand customer expectations. Besides, perceived value plays the most important role oncustomer satisfaction, followed by corporate image. We verify the hypothesizes that there area positive correlation between customer satisfaction and customer loyalty and a negativecorrelation between customer complaints and customer loyalty.In this paper, we study the relationship of customer satisfaction, customer loyalty and otherrelevant variables and get the corresponding indexes through the telecommunication operatorscustomer value realization model. It is significant for telecommunication operators to researchcustomer value, and it also provides a theoretical and empirical basis for operators to establisha customer-oriented business strategy in the competition of global value chain. Enterprisesparticipate in the competition should recognize that customer value is a key factor in companyoperations and developing new markets in the future. They must to meet the changing c ustomer needs and provide high-value products and services to improve c ustomersatisfaction and loyalt y.