A Study Of The Customer Value Of Domestic Home Appliance Chain Stores

Customer value is not only the internal driving force for the sense of customersatisfaction, but also the necessary premise of customers’ repeat purchase andcustomer loyalty. Customer value has become one of the hottest topics both inacademics and practical these years, and it is seen as new sources of competitiveadvantage for enterprises. With the social development of the society, customers havea increasingly demand on home appliance brands, and after nearly20years of therough mad-way development, the management of domestic home appliance chainstores previously has not been able to meet the current environment, and need toexplore the development path of the home appliance chain stores business from a newperspective. This study tries to build a quantitative evaluation model of customervalue which can scientifically analyze customer value realization of domestic homeappliance chain stores and with domestic home appliance chain stores as the object ofempirical research. On one hand, I hope to make up for the relative deficiency ofquantitative and empirical research on customer value to a certain extent, on the otherhand I hope to discover the deficiencies of domestic home appliance chain stores inthe customer value realization by customer value analysis, so that domestic homeappliance chain stores can be suggested for its healthy and fast development in thefuture. Thus this study has important practical significance.This study first summarizes and analyzes some researching production at homeand abroad about customer value and home appliance chain stores, and then referenceof existing researching production, takes customer value theory, fuzzy syntheticevaluation theory and etc. as the main theory foundation to construct a evaluationmodel of customer value which can objectively analyze customer value realization ofdomestic home appliance chain stores and revises the domestic home appliance chainstores’ influencing factors of customer value, after that designs domestic homeappliance chain stores’ customer value questionnaire according to this model and thenresearches, with effective data the author uses the evaluation model of customer valueto analyze customer value realization of domestic home appliance chain stores by thequantitative and qualitative analysis method, finally according to the analysisconclusion puts forward effective improvement suggestion for domestic homeappliance chain stores. The main findings are:(1) by the customer value, fuzzy synthetic evaluationtheory and etc. construct a quantitative evaluation model of customer value which canobjectively analyze customer value realization of domestic home appliance chainstores, this model can objectively reflect the influencing factors’ weight of customervalue;(2) on the basis of the existing researching production and a large number ofcustomer interviews, scientifically revise domestic home appliance chain stores’influencing factors of customer value;(3) study domestic home appliance chain storesfrom the prospective of customer value to analyze customer value realization ofdomestic home appliance chain stores, so as to discover the specific problems and putforward the corresponding suggestion for its improvement.This study extends to some extent the existing production about customer valueand home appliance chain stores, and the research on customer value of homeappliance chain stores in Nanjing can provide certain reference value for thedevelopment of home appliance chain stores in similar cities at home. Of course someof the limitations of this study have retained the enough space to the subsequentresearch.