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Customer value

2018-09-30 来源: 51due教员组 类别: Paper范文

下面为大家整理一篇优秀的paper代写范文- Customer value,供大家参考学习,这篇论文讨论了顾客价值。顾客价值就是顾客感知价值。顾客价值包括感知质量和感知价格两个维度。顾客价值不同于顾客满意,顾客价值是顾客满意的前提。顾客价值具有层次性和动态性。顾客价值可以从企业视角和顾客视角进行识别,但企业视角的顾客价值识别与顾客价值的概念和内涵产生内在的逻辑不一致,可能造成对企业经营的误导。

Customer value,顾客价值,essay代写,paper代写,作业代写

Customer value is customer perceived value. At present, there are 6 views in the study of customer value: trade-off theory, satisfaction theory, emotion theory, preference theory, synthesis theory and overall evaluation theory. Customer value is different from customer satisfaction, which is the premise of customer satisfaction. Customer value includes perceived quality and perceived price. Customer value is hierarchical and dynamic. Product quality, service quality, price, brand equity and relationships are the drivers of customer value. Customer value can be identified from the perspective of enterprise and customer, but customer value identification from the perspective of enterprise and the concept and connotation of customer value produce internal logic inconsistency, which may lead to misdirection of enterprise operation.

In the early 1980s, drucker argued that "the real point of marketing is to understand what is valuable to the customer". Since then, the discussion of customer value has gradually become a hot topic in theory and industry. The customer is no longer the passive recipient, which is an improvement of marketing theory research. However, what exactly is customer value, scholars explain different definitions from different perspectives. These definitions can be summarized as the following:

One is customer value tradeoff theory. Porter defines customer value as a trade-off between buyer's perceived performance and purchase cost. Jackson argues that value is the ratio of perceived benefits to prices. The price here includes the price of the purchase and the risk of failure such as acquisition, transportation, installation, ordering, and so on. Benefit refers to "the net benefit of all costs other than price incurred by the customer in the process of obtaining the expected benefit."

Philip kotler in the marketing management, 1994, began to introduce the concept of customer value. Although he did not define customer value in this book, he defined customer transfer value. Customer transfer value is the difference between total customer value and total customer cost. Total customer value refers to a group of benefits that customers expect from a particular product or service. Including product value, service value, personnel value and image value four aspects; Total customer cost is the estimated cost of the customer arising from the evaluation, acquisition and use of the product or service. It includes currency value, time cost, energy cost and physical cost. The value of customer assignment can be expressed by absolute number or relative number. When expressed in relative terms, the value/price ratio. Kotler defined customer value in the introduction to marketing. Customer value is the difference between the value a customer gets from owning and using a product and the cost to obtain the product. In 2000, kotler revised and republished the 10th edition of marketing management. He listed customer value, customer satisfaction and customer loyalty as the second chapter, and took this as the foundation of the whole book, showing his emphasis on customer value.

DE luce argues that value is "customer satisfaction at the lowest cost of acquisition, ownership and use". Albrecht's definition of customer value is: customer value is the customer's perception of the degree to which a particular demand is met. The measure of customer satisfaction is the measure of customer satisfaction. Therefore, his definition of customer value is customer satisfaction. The higher the customer perceived satisfaction, the greater the customer value. Although the logic of this view is questionable, his theory of customer value hierarchy has some significance in the study of improving customer value. He divided customer value into four levels: basic needs; Expected demand; Desire for needs; Unexpected needs. The significance of this research lies in that he pointed out that in order to gain a place in the fierce market competition, enterprises must first meet the basic needs and expectations of customers. Then, in order to gain the unique differentiation advantage, we must try to meet the customers' desire and unanticipated demand.

These scholars believe that customer value is an emotional connection or link between customers and products. Butz and Goodstein believe that after customers use products provided by the company, we establish an emotional connection between the customer and the product and find that the product provides added value to the customer.

According to Woodruff, customer value is the preference and evaluation that customers perceive to product attributes, attribute preferences and the results generated by use that may hinder or promote the realization of customers' goals or purposes. In short, customer value includes product attribute, attribute preference and result evaluation. This definition studies customer value from the perspective of how to view the value experience study, and integrates the desire for value and the actual value, and emphasizes that the value comes from the perception and evaluation of customers, and also links customer value with the use scenario and the use experience of the products by the goal-oriented customers. Fifth, the comprehensive theory of customer value. Sheth, Newman and Gross believe that products provide customers with five values, namely functional value, social value, emotional value, cognitive value and situational value. Bum believes that customer value contains the following four forms of value: product value, use value, possession value and the total value formed by customers in the evaluation process; Oliver put forward "value desire" and "value paid". Philip kotler on the analysis of customer value, also divides into the total customer value staff value, image value, the value of a product or service value.

Six is the overall evaluation of customer value. In the 1980s, quality management attracted worldwide attention due to the success of Japan. With the development of quality movement, some scholars begin to pay attention to the study of service quality. The difficulty of service quality management is that there are no standards or standards can not be measured very well. In this context, Zaithaml proposed a new idea to use "customer perceived value" to measure service quality. She thinks that customer perceived value is the overall evaluation of product utility formed by the gain and loss of customer perceived. Four meanings of perceived value are summarized according to the survey of customers:

Some customers equate value with low prices, which means that the price of money in their perception of value is important. Value is what I want from a product or service. Some customers see the benefits of a product or service as the most important component of value and value as something that is good for the customer. In this definition, price is far less important than the quality and features needed to meet customer needs. Value is the quality I paid for. In this definition, the customer presents value as a trade-off between the amount of money spent and the quality gained. Customers who hold this view believe that value is price first, quality second and value is affordable quality. In other words, value is the lowest price for a premium brand. I value because I give what I get. The definition suggests that the customer considers all components of the "acquisition" in determining value, as well as all components of the "effort" such as money, time, and energy.

In contrast, the mass media often defines perceived value as "quality at the right price" or "quality at the affordable price".

Although there are many definitions of customer value, careful study shows that these definitions of customer value have the following prominent common features: first, the product or service is only the carrier of customer value. Second, customer value is the value perceived by the customer, which is determined by the customer, not the enterprise. Thirdly, these perceptive values are the result of customer tradeoffs, that is, a comparison between customer gain and loss. Finally, customer value is provided by the enterprise.

The description of these four definitions can be summarized by a comprehensive definition: customer value is the overall evaluation of the product or service utility formed by the customer based on his/her perceptual knowledge in a specific use situation. Although customers do not agree with what they gain or lose, the communication between an enterprise and customers in a specific target market can lead to an overall evaluation of the effectiveness of the product or service.

The terms "customer value" and "customer satisfaction" often come together and can be confusing. They are both interconnected and distinct. Its interconnection is shown in the following two aspects: on the one hand, the appearance of the same background is the result of introducing "customer voice" to the enterprise when the enterprise simply seeks the lasting competitive advantage from the internal to the external market and customers. On the other hand, both describe the customer's evaluation judgment of the product and note the impact of the usage scenario on each. Therefore, there is potential overlap between the two, and some scholars have made efforts to integrate the two concepts into a conceptual framework. The important difference is that customer value is the intrinsic reason of customer satisfaction. According to kotler, customers determine their level of satisfaction based on whether the product meets their expectations.

This study focuses on customer value rather than customer satisfaction. The reason is that although the concept of "customer satisfaction" and its measurement bring "customer voice" into the enterprise, customer satisfaction lacks application prospect. First of all, empirical studies on customer satisfaction show that sometimes the satisfaction level is not highly correlated with the company's performance, just as some customers are satisfied with the company's products and services, but they still choose to buy the products and services of other companies. Secondly, if the measurement of customer satisfaction lacks the company's research on customer value and related evaluation problems, customer satisfaction is insufficient to provide sufficient and true "customer voice", so that the company can respond to customers. Thirdly, although many companies respond to customer satisfaction, only a few can measure customer satisfaction strictly. And even those firms that measure customer satisfaction rigorously have no effect on their performance. The correlation between lattice and mass was found to be weak.

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