基于相对性的顾客价值测量及实证研究
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摘要
为顾客传递卓越的价值是获得顾客满意和顾客忠诚的关键。然而,在理论界,目前关于顾客价值的研究仍处于初级阶段,在顾客价值的测量上对顾客价值维度没有达到一致的认识,还缺乏一个完整的顾客价值要素构成体系,在顾客价值测量方面很少考虑到顾客价值感知的相对性特征。此外,在实业界,多数企业对于什么是顾客价值,哪些要素是构成顾客价值的关键,顾客价值如何测量等等问题并不清楚。因此,对于顾客价值的内涵、构成及其测量方法等等进行深入的研究无论是对理论界还是实业界均具有重要的意义。本文根据顾客价值的参考量表和顾客价值的基本构成维度来建立顾客价值相对性的测量。以汽车消费者为研究对象,采用定量的方法,检验基于价值相对性与顾客满意和顾客忠诚之间的关系。通过对收回的300份有效问卷进行数据处理,采用结构方程工具对数据进行了分析。首先,本文将顾客价值基本维度分为功能性维度、体验维度、象征性维度和成本/牺牲维度;其次,得出基于相对性顾客价值的四个维度对顾客满意具有显著的影响,其中功能性价值和成本牺牲维度对顾客满意的影响较大;最后,得出基于价值相对性的四个维度对于顾客忠诚也具有显著的影响,其中功能性维度和体验维度对顾客忠诚的影响较大等结论。本文的研究结论对于企业如何提高顾客满意度和顾客忠诚度具有重要的参考价值。
Delivering outstanding value for the consumers is a key to acquiring their satisfaction and honest. But, most enterprises have no idea about the content of value and what factors constitute the key to the value and how to measure it. Therefore, the fulfillment urgently requests the marketing researchers to go deep about the aspects above. The purpose of this dissertation mainly focus on the following three: firstly, it starts from one of the most important features—relativity, seeing into the comparative behaviors of consumers sense of value and summarize the dimensions and measurement of consumer value; second, on the relationship between consumer value and their satisfaction based on relativity; at last, on the relationship between consumer value and consumer loyalty.
According to the reference criterion of consumer value and the fundamental component, this dissertation establishes the measurement of the relativity of value. With car consumers as the research object, adopted a quantitative method, it examines the relationship among the value relativity and satisfaction and loyalty of the consumers. As for the researching method, 550 copies of questionnaires have been delivered to interviewees who have possessed private cars and 300 of them have been successfully retrieved. Analysis indicates the following conclusions: first, according to the research of Park and many other reference statistics, originating from the need of consumers, dimensions of consumer value can be divided into four categories, i.e. functional, experiencing, symbolic and manufacturing sacrifice. Second, based on the remarkable influence of the above four dimensions upon the satisfaction of consumers, among which functional and manufacturing sacrifice contributes prior to the other two. Finally, these four dimensions influence the loyalty of consumers a lot, among which, the functional and experiencing contributes more.
As far as car manufacturing business concerned, the significance of this research lies in the followings. To begin with, core managers are supposed to know well about what to do and how to do it to better satisfy the desire from the potential customers, that’s to say, the four fundamental dimensions, functional, experiencing, symbolic and manufacturing sacrifice. Furthermore, core managers in the business can improve consumer value to gain more satisfactory. Known from the questionnaires that functional and manufacturing costs play a bigger part than the other two, that’s to be concentrated on to arose the brand competitive strength. Moreover, core managers can bring up the consumer loyalty by delivering the superior consumer value, speaking of which, they can get down to taking up the functional dimensions and dimensions of experience.
In spite of some valuable results, yet the following parts need to be improved. Firstly, there should be more relevant data about consumer value from the relativity point of view theoretically and practically. For the sake of research, the criterion of the consumer value has been divided into interior and exterior, and this research focuses on the latter one. In fact, the interior criterion is as important as the exterior one, and even more complicated. That’s why the further research related is totally apt to going on especially on the composition, characteristics and influences. Secondly, due to the limitation of personal capability and resources, this dissertation limits at range of research to the value assessment on the automobile business and consumers. Meantime, the quantity of elected samples is not sufficient, barely enough for the basic study. Therefore, it’s necessary to enlarge the variety and quantity of samples in different branches and markets. Finally, all that used in this research can only imply the situation in Changchun City, representative for cities in northern China, but fail to represent cities in southern China. So as for the further study, the range of examined samples could be more widely.
Delivering outstanding value for the consumers is a key to acquiring their satisfaction and honest. But, most enterprises have no idea about the content of value and what factors constitute the key to the value and how to measure it. Therefore, the fulfillment urgently requests the marketing researchers to go deep about the aspects above. The purpose of this dissertation mainly focus on the following three: firstly, it starts from one of the most important features—relativity, seeing into the comparative behaviors of consumers sense of value and summarize the dimensions and measurement of consumer value; second, on the relationship between consumer value and their satisfaction based on relativity; at last, on the relationship between consumer value and consumer loyalty.
According to the reference criterion of consumer value and the fundamental component, this dissertation establishes the measurement of the relativity of value. With car consumers as the research object, adopted a quantitative method, it examines the relationship among the value relativity and satisfaction and loyalty of the consumers. As for the researching method, 550 copies of questionnaires have been delivered to interviewees who have possessed private cars and 300 of them have been successfully retrieved. Analysis indicates the following conclusions: first, according to the research of Park and many other reference statistics, originating from the need of consumers, dimensions of consumer value can be divided into four categories, i.e. functional, experiencing, symbolic and manufacturing sacrifice. Second, based on the remarkable influence of the above four dimensions upon the satisfaction of consumers, among which functional and manufacturing sacrifice contributes prior to the other two. Finally, these four dimensions influence the loyalty of consumers a lot, among which, the functional and experiencing contributes more.
As far as car manufacturing business concerned, the significance of this research lies in the followings. To begin with, core managers are supposed to know well about what to do and how to do it to better satisfy the desire from the potential customers, that’s to say, the four fundamental dimensions, functional, experiencing, symbolic and manufacturing sacrifice. Furthermore, core managers in the business can improve consumer value to gain more satisfactory. Known from the questionnaires that functional and manufacturing costs play a bigger part than the other two, that’s to be concentrated on to arose the brand competitive strength. Moreover, core managers can bring up the consumer loyalty by delivering the superior consumer value, speaking of which, they can get down to taking up the functional dimensions and dimensions of experience.
In spite of some valuable results, yet the following parts need to be improved. Firstly, there should be more relevant data about consumer value from the relativity point of view theoretically and practically. For the sake of research, the criterion of the consumer value has been divided into interior and exterior, and this research focuses on the latter one. In fact, the interior criterion is as important as the exterior one, and even more complicated. That’s why the further research related is totally apt to going on especially on the composition, characteristics and influences. Secondly, due to the limitation of personal capability and resources, this dissertation limits at range of research to the value assessment on the automobile business and consumers. Meantime, the quantity of elected samples is not sufficient, barely enough for the basic study. Therefore, it’s necessary to enlarge the variety and quantity of samples in different branches and markets. Finally, all that used in this research can only imply the situation in Changchun City, representative for cities in northern China, but fail to represent cities in southern China. So as for the further study, the range of examined samples could be more widely.
引文
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