顾客价值探测方法研究

【作者】 马秀芳；

【导师】 董大海；

【作者基本信息】 大连理工大学 ， 企业管理， 2002， 硕士

【摘要】 顾客价值是80年代末90年代初出现的概念，它被看作是顾客购买和顾客忠诚的根源，而要使顾客价值成为企业获取竞争优势的有力手段，首要的前提是进行顾客价值的探测研究。目前，完整的顾客价值探测的实证研究还相当缺乏，已有的实证研究具有明显的局限性，特别是其方法体系不够完善和有效。因此，开发有效的顾客价值探测方法体系具有重要的现实意义和理论意义。 论文在回顾了已有的顾客价值和顾客满意探测研究的基础上，指出顾客价值探测的任务是揭示顾客价值构成要素和确定各要素的重要性；提出顾客价值探测包括探查性研究和描述性研究两个阶段；并在借鉴相关架构探测研究的基础上，提出了可应用于顾客价值探测研究的方法体系。 进一步地，论文通过柴油机顾客感知价值构成探测的实证研究说明了本方法体系在整个顾客价探测过程中的应用，实证研究最终得到了具有较高的信度和效度的柴油机顾客感知价值的多维测量量表，并确定了量表中各要素对总的顾客价值的重要程度，从而验证了这一体系在达到顾客价值探测目的方面的有效性。更多还原

【Abstract】 Customer value, a new concept appearing during the late 1980 and the beginning of 1990, is the source of customer purchases and customer loyalty. To make the concept of customer value an efficient means of gaining competitive advantages for companies, customer value exploring and measurement (CVEM) researches must be carried out first. However, in current there is relative scarcity in empirical researches in CVEM, and the limitations of previous empirical researches are obvious, especially in the integrity and validity of the method system. Therefore, the development of a method system for CVEM is meaningful in both theoretical and practical levels.The dissertation reviews the researches on customer value and customer satisfaction exploring and measurement, points out that the tasks of CVEM are to disclose the components of customer value and to determine the importance of every components, suggests that there are 2 stages-exploring research and descriptive research-during the procedure of CVEM, and puts forward the method system applicable to CVEM by learning from other constructs exploring and measurement practices.Furthermore, the dissertation demonstrates the application of the method system by an empirical research about diesel engine customer value exploring and measurement. The empirical research results in a diesel engine customer value measurement scale with high reliability and validity, and determines the importance of all the elements in the scale. The results of the empirical research confirm the viability of the method system.更多还原