顾客感知价值驱动因素的三维评价模型及其应用

©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:(79860007)1,2(1.,230039;2.,210016):/,/,,,;,:;;;:F270:A:100325192(2008)0620055207TheThree2dimensionalEvaluationModeloftheDriversofCustomer2perceivedValueandItsApplicationBAILin(1.CollegeofBusinessManagement,AnhuiUniversity,Hefei230039,China;2.CollegeofEconomicandManagementofNUAA,Nanjing210016,China)Abstract:Theoriginaltwodimensionalevaluationmodelofthedriversofcustomerperceivedvalue2importance/competi2tiondifferencematrixholdbacktheevaluationaccuracyandcomprehensivenessinrealitybecauseofitsshortcomings.Thepaperaddsathirddimension2customerdesiredvaluetodevelopanewthree2dimensionalevaluationmodelbasedofthetwo2dimensionalspaceoftheoriginalimportance/competitiondifferencematrix.Accordingly,theidentificationforthestrategicsignificanceofdifferentdriversshouldbeexpended.Alsothenewmodelmakesforecastingpotentialchan2gesinthedriverspossible.Finally,themodelusedinmobiletelephonequestionnaireanalysisinordertovalidatetheoperationofthenewmodel.Keywords:customer2perceivedvalue;drivers;three2dimensionalmodel;customerdesiredvalue1,[1]:,[2],[3],,?[4,5],[6],:,,,,,,,,,,,55Vol.27,No.6FORECASTING20086©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.[7],Woodruff/[8],[9],,,,,,,2Woodruff,Alpert,[8],,,/(2),,,,;,,,,;,,,;,,,,,,[8]/,,,,Woodruff/,,,,,,,Woodruff,,,,[10],,[11],/,,,,,,,33.1,Parasuraman(SharpDrop)[12],65Vo1.27,No.620086©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.[11],,,,,,,,,,,,,,,,,,,?,[13],,/,,/,1,1//1,I,,,,,,,3.2,,,,,,,,,,,,,,,,,,,,,,75:©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:,,,;,,,[11];,,;/,44.1,,,,,,,,,,,,:;,NMSL,7NMS,L,,500,125,456,91.2%,416,91.2%4.2,,,,11()10.1790.000.5283320.1230.000.5503330.1070.040.5813340.1050.000.4183350.1050.000.4613360.1010.030.4383370.0960.000.4303380.0920.000.3523390.0910.020.46033100.0710.070.43433110.0630.080.32733120.0630.140.46433130.0540.230.36733140.0510.280.49333150.0480.290.50133160.0480.230.35633170.0440.330.26433180.0390.330.40233190.0210.630.44533200.0180.670.37533:33,P0.0185Vo1.27,No.620086©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.[12]4.3,,,F,F,,22F16.08226.03535.79045.63155.50865.00574.88784.56593.523103.470113.241122.956132.706142.507151.901161.772171.623180.902190.718200.641Woodruff/,,/1,0.0910.071,,112,F4.5653.523,,12,Woodruff/,20Woodruff,,2‘2/,/,,4.4,:5PEi=(VEi-VPi)/VEi5PEi;VEii;VPii[11],5PEi0,5PEi0,1,,5PEi0:95:©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:[1]ThorneK,SmithM.Competitiveadvantageinworldclassorganization[J].ManagementAccounting,2000,78(3):22226.[2]WoodruffRB.Customervalue:thenextsourceforcom2petitiveadvantage[J].JournaloftheAcademyofMarket2ingScience,1997,25(2):1392153.[3]DayGS.Themarketdrivenorganization[J].DirectMarketing,2000,62(10):28237.[4],.[J].,2006,28(7):39245.[5],.[J].,2007,29(2):24230.[6]MyersJH,AlpertMI.Determinantbuyingattitudes:meaningandmeasurement[J].MarketingManagement,1997,6(2):50256.[7]GaleBT.Customervalueanalysisshedslightoncon2sumersneeds[J].TheNewCorporateUniversityRe2view,2000,8(3):9210.[8]WoodruffRB,GardialSF.Knowyourcustomer:newapproachestocustomervalueandsatisfaction[M].Cam2bridge:Blackwell,1996.3212323.[9]WolfgangU.Customervalueinbusinessmarket2anagen2daforinquiry[J].JournalofIndustrialMarketingMan2agement,2001,30(2):3152319.[10]SachdevSB,VermaHV.Customerexpectationsandservicequalitydimensionsconsistency[J].JournalofManagementResearch,2002,2(1):43253.[11],,.[J].,2004,22(7):20225.[12]ParasuramanA,ZeithamlVA,BerryLL.SERVQUAL:amultiple2itemscaleformeasuringconsumerperceptionsofservicequality[J].JournalofRetailing,1988,64(1):12240.[13],.[J].,2004,23(1):11216.16: