Customer Value Research Of Family Vacation Consumption

In China,family vacation consumption has gradually become a rigid requirement in people's daily life and its important role is also gradually recognized.However,there are not enough attention put on the research on consumption demand of family vacation.Since enterprises cannot accurately grasp the purpose of customers on family vacation,they can not provide satisfactory vacation products,which has become the primary problem to be solved in the current market.This article embarks from customer value theory,the classic marketing theory,researching and exploring the value pursuit of Chinese customers under family vacation consumption situation.After the open investigation,exploratory factor analysis and confirmatory factor analysis,we discover the five dimensions of customer value under family vacation consumption situation.Compared with the traditional personal consumption and physical products consumption,we find that in addition to the common social value,economic value and emotional value,family value and self value are the two special types of customer value under family vacation consumption situation.Then,through the questionnaire survey method we continue to explore the relationship among the five dimensions of family vacation customer value,customer satisfaction and repurchase intention.Our research results show that the five dimensions of family vacation customer value are positively related to the repurchase intention.And customer satisfaction plays a mediation role between customer values and repurchase intention.The idea that the customer value is the enterprise competitive advantage is well confirmed.This paper comprehensively analyzes the consumption behavior of family vacation from the perspective of customer value theory,which not only enriches the customer value theory under the background of crosscultural research,but also has important application value for the marketing practice of enterprises.