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An Empirical Study on the Relationship Among Customer Perceived Value、Customer Satisfaction and Behavioral Intentions

Author: JiangLiang
Tutor: CuiXun
School: Ocean University of China
Course: Business management
Keywords: customer perceived value customer satisfaction behavioral intentions dimensions
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 236
Quote: 1
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Abstract

With the current increasing competition, it’s difficult for enterprises to obtain a sustainable competitive advantage in the traditional way. The birth and development of customer perceived value provides a new perspective for enterprises’pursuit of sustainable and stable competitive advantage. It’s better for enterprises to provide customers with a higher perceived value than the competition from the customer perspective. With the in-depth research, the survey research of customer perceived value was gradually put on the agenda. In this area, researchers divide the perceived value into a number of dimensions to understand which of dimensions customers will perceive the value that the supply-side provides. At the same time, it’s very helpful for understanding the content of perceived value and how to obtain a competitive advantage for enterprises to research on the relationship between customer perceived value, customer satisfaction and behavioral intentions.Through literature review and theoretical analysis, this paper analyze the content of customer perceived value and take advantage of "profits-profit loss" theory which is widely recognized by academic circles to infer that:customer perceived value can be divided into functional value, psychological value, social value and economic value. That is to say customer will judge the value from four perspectives:function, psychology, society and economy. Additionally, taking advantage of Woodruff’s customer value hierarchy model and four-dimensional detection system of customer perceived value, we can get the hypothesis:In the new customer groups, the four dimensions of customer perceived value and customer satisfaction have direct influence on behavioral intentions, and the four dimensions of customer perceived value have indirect influence on behavioral intentions through customer satisfaction; but in the old customer groups, customer satisfaction and the four dimensions of customer perceived value have direct influence on behavioral intentions, and customer satisfaction has indirect influence on behavioral intentions through the four dimensions of customer perceived value.Through the investigation of mobile phone users in Qingdao, using SPSS16.0 to do data processing, the four-dimensional detection system of customer value has been validated. That is to say customer perceived value can be divided into four dimensions: functional value, psychological value, social value and economic value. Additionally, in the new customer groups, functional value, psychological value and social value have direct influence on behavioral intentions, and at the same time they also have indirect influence on behavioral intentions through customer satisfaction. The economic value doesn’t has direct influence on behavioral intentions, but has direct influence on customer satisfaction. In the old customer groups, customer satisfaction and the four dimensions of customer perceived value have direct influence on behavioral intentions, and customer satisfaction has indirect influence on behavioral intentions through the four dimensions of customer perceived value.Grasping the real needs of customers, in-depth understanding of the psychology and process of customer’s value evaluation, combining with its own business characteristics, and embodying the pursuit of the core values of customer, is very helpful for enterprises to provide a higher perceived value than competitors under conditions of limited resources. Further analysis the psychology of new customers and old customers, comprehending the focus of their value evaluation, understanding the relationship among customer perceived value, customer satisfaction and behavior intentions, and thus develop appropriate policy to open up new markets, to consolidate existing markets and to obtain more competitive advantage.

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