基于顾客体验的顾客价值传递机制研究

Research on customer value delivery based on customer experience

体验经济的到来,以及制造企业向服务化转型的趋势,促使企业必须重视顾客体验,注重顾客体验对顾客价值传递的影响.以文体用品业为背景,构建了顾客体验影响顾客价值传递,即顾客体验同顾客感知价值、顾客满意、购后意向间相关关系的理论模型,运用统计分析与结构方程模型分析方法,以高校学生为调研对象,采集样本数据对模型的合理性进行了验证并对分析结果进行了讨论.最后,根据讨论结果为企业与商家提出了一些建议.

With the coming of experienced economy and the servitised transition of manufacturing enterprises,customer experience and the influences of customer experience on customer value delivery should be emphasized.The theoretical model of the influences of customer experience on customer value delivery,i.e.the relationships among customer experience,customer perceived value,customer satisfaction and post-purchase intention was constructed in stationery goods industry.Using statistics analysis and structural equation modeling method,the proposed model is proved,with the sample data collected from college students,discussed based on the analysis.Finally,some suggestions for the enterprises and agencies were put forward based on the analysis results.