顾客价值测量体系研究

Research of Customer Value Measurement System

作为将顾客价值理论研究转为实际应用的重要步骤,顾客价值测量研究具有重要意义。在运用扎根理论研究顾客价值的形成过程的基础上,建立顾客价值构成模型,并根据顾客价值形成和构成的研究结论,建立顾客价值测量体系模型,提出顾客价值测量的4种类型,最后,以某健身中心为例对第一类测量进行实证研究。

The research of customer value measurement,which is an important step for turning a theoretical research into practical application,is of great significance.The formation process of customer value is studied basing on the grounded theory,and then the composition model of customer value is formed.Basing on the research findings of customer value formation and composition,the model of customer value measurement system is established,in which the four types of customer value measurement are proposed.Finally,a fitness center is taken as an example to do an empirical study on the first type of customer value measurement.