英文顾客感知价值Word文档格式.docx
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英文顾客感知价值Word文档格式.docx
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Marketing
Introduction
Theproductsandservicesthatconsumerspurchasearetheoutcomesoftheconsumerbuyingprocess,duringwhichindividualsassessthebenefitsandcostsofacquiringtherequiredproductsandservices.Asvaluejudgements
madeabouttheseitemsduringthisprocessarecentraltoconsumerdecision
making,valueisofconcern:
forconsumerswishingtomakesoundpurchase
choices;
forpractitionerswishingtoimprovetheircustomers'
perceptionsof
value;
andforresearchersseekingtoclarifytheconceptualunderpinningsof
customer-perceivedvalueanditsrelationshipwithothermarketingvariables.
Previousworkraisesconcernsaboutthecomplexityanddivergenceoftheconstruct(Rust&
Oliver,1994).Ratherthanbeingadistinctconceptinitsownright,customer-perceivedvalueisstronglycorrelatedwithprice,quality,sacrificeandsatisfactionandmoreweaklyrelatedtopersonalvalues
(Holbrook,1999;
Rokeach,1973).Theconceptcanbeexaminedfrom
differentangles:
thecustomer'
sviewpoint;
theshareholder'
sperspective;
in
relationtothevaluechain;
orfromabusiness-to-businessstandpoint.The
perspectiveadoptedinthispaperreflectsthatofGale(1994),whoseesvalue
asthecustomer'
sviewoftheproduct/serviceofferedbyanorganisationcomparedwiththoseavailablefromcompetingfirms.
Customer-perceivedvalueisofgrowinginterestbothtoresearchersfromdifferentdisciplinesandtobusinesspractitioners.Thispaperadoptsaholisticviewofthevalueconstruct,drawingonliteraturefromaxiology,psychology,
economicsandmarketingtoreflectcallsformoremultidisplinaryresearchinmarketing(Lemmink,2005;
Rust&
Oliver,1994)andforgreatersynthesisofresearchfromdiverseareas(Holbrook,1999).Thepaperbeginsbyreviewingandsynthesisingtheconceptofcustomer-perceivedvalue,clarifyingthedistinctionbetweenthenotionof'
value'
and'
values'
.Byconsideringthe
emergingconvergentanddivergentthemes,adeeperunderstandingofthe
constructanditsinfluencesisachieved.Specifically,thisconceptualisation
addressestheneedforresearcherstounderstandcustomer-perceivedvalue
intheservicesandnewshoppingcontexts,includingtheonlinesetting.Amorecomprehensivedefinitionofperceivedvalueisdevelopedandtheimplicationsforresearchersandbusinesspractitionersareexplored.
Background
Althoughstudiedinthemarketingliteraturefortwodecades,thecruxofcustomer-perceivedvalueremainsambiguous.Valuehasbeenstudiedinanumberofdifferentdomains,beingconsideredinrelationtoutility(Kahneman&
Tversky,1979),benefit(Monroe,2003),quality(Holbrook,1994),values(Lai,1995;
Long&
Schiffman,2000),andsatisfactionandbeliefs.Inall,nineteendifferenttermshavebeenusedtorefertovalue(Woodall,2003).Thetermsarefrequentlyusedinterchangeably,leadingtoconfusionabouttheconcept'
sscopeanddefinition.Suchconfusionalsoreflectstheexaminationofthevalueconceptindifferentwaysindifferentdisciplines.
Fewstudiesofcustomer-perceivedvaluedistinguishclearlybetweentheconceptsof'
despiteevidencesuggestingtheneedforunambiguousboundariesaroundeach.Someauthorsusethetermsinterchangeably(seeLai,1995;
Schiffman,2000),whileothersdonotexplainthedistinctionbetweenthem(Holbrook,1994;
Ledden,
Kalafatis&
Samouel,2007).Oliver(1999)providesausefulstartingpointfor
distinguishingbetween'
suggestingthatconsumption
valueandpersonalvaluesarelinked.Hubert,HerrmannandMorgan(2001)
adoptasimilarview,demonstratingthatanindividual'
spersonalvalues
canbeascertainedthroughtheirpossessionorconsumptionofparticularproductsi/services.Thisperspectivesupportstheideathatcustomer-perceivedvaluemaybeinfluencedbyanindividual'
spersonalvalues.Leddenetal.'
s(2007)studyofhighereducationreinforcesthisnotion,suggestingthatresearcherstreatpersonalvalueandconsumptionvalueatadisag
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- 关 键 词:
- 英文 顾客 感知 价值