基于顾客感知价值的顾客满意研究

A Study of Customer's Satisfactions Based on Customer Perceived Value

越来越多的企业将顾客满意视为最重要的成功因素。企业界和学术界以往把产品或服务质量作为决定顾客满意的主要驱动因素 ,比较忽视顾客在交易全过程各种形式的付出。顾客感知价值是顾客对产品与服务在权衡利得与利失基础上形成的评价与偏好 ,是决定顾客满意的重要前提。顾客感知价值与顾客满意间存在层次上的互动 ,从而形成不同层次的顾客满意。

More and more enterprises take the customer satisfactions as one of the most successful factors for them to run enterprises. The product quality or service quality has been regarded as a driving factor to capture customer's satisfaction. Here the customer's various pay during the course of a deal is neglected. The customer perceived value is the customer's evaluation and preference to the products or commodities based on his trade off between perceived benefits and perceived sacrifices, being one of the important premise to decide his satisfaction. There exist between the customer perceived value and the customer satisfaction the phaseal interaction. Thus the different customer expectation of services formed. The customer perceived value provides for enterprises to bring about the management of customer satisfaction a new mean of cognition and a base of management.