顾客感知价值:研究述评与展望
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摘要
顾客感知价值是知识管理领域的重要研究课题。在外部环境不确定和内部资源约束的情境下,企业不仅需要利用好有形资源,更重要的是要组织、协调和管理好无形资源,特别应利用好知识。提升知识管理能力,建立有效的知识管理体系,加强对知识的管理、利用和升级对企业的发展尤为重要。通过对顾客感知价值研究已有文献的梳理,总结了顾客感知价值的内涵、特征、维度、测量方法和影响,并对其研究现状进行了相关评述。在此基础之上,从顾客和产品服务两方面对企业的顾客价值管理提出了建议,并对未来研究进行了展望。
Customer Perceived Value(CPV) is an important research topic in the field of knowledge management. Under the circumstances of uncertain external environment and internal resource constraints,it is necessary for enterprises not only to make good use of tangible resources,but also to organize,coordinate and manage intangible resources,especially knowledge. It is particularly vital for the development of enterprises to improve their knowledge management,establish an effective knowledge management system and enhance the management,utilization and upgrading of knowledge. The article reviews the existing literature on CPV,summarizes the connotation,feature,dimension,measurement and impact of CPV,and comments on the current research. On this basis,suggestions are proposed for customer value management of enterprises from the aspects of both customer and product services. And the related research in the future is believed to be prospective.
Customer Perceived Value(CPV) is an important research topic in the field of knowledge management. Under the circumstances of uncertain external environment and internal resource constraints,it is necessary for enterprises not only to make good use of tangible resources,but also to organize,coordinate and manage intangible resources,especially knowledge. It is particularly vital for the development of enterprises to improve their knowledge management,establish an effective knowledge management system and enhance the management,utilization and upgrading of knowledge. The article reviews the existing literature on CPV,summarizes the connotation,feature,dimension,measurement and impact of CPV,and comments on the current research. On this basis,suggestions are proposed for customer value management of enterprises from the aspects of both customer and product services. And the related research in the future is believed to be prospective.
引文
[1]WOODRUFF R B.Customer value:the next source for competitive advantage[J].Journal of the academy of marketing science,1997,25(2):139-154.
[2]PORTER M.Competitive advantage:creating and sustaining superior performance[M].New York:Free Press,1985.
[3]ZEITHAML V A.Consumer perceptions of price,quality,and value:a means-end model and synthesis of evidence[J].Journal of marketing,1988,52(3):2-22.
[4]范秀成,罗海成.基于顾客感知价值的服务企业竞争力探析[J].南开管理评论,2003,6(6):41-45.
[5]董大海,金玉芳.作为竞争优势重要前因的顾客价值:一个实证研究[J].管理科学学报,2004,7(5):84-90.
[6]李宗伟,张艳辉,栾东庆.哪些因素影响消费者的在线购买决策?:顾客感知价值的驱动作用[J].管理评论,2017,29(8):136-146.
[7]关涛,高晶,张雪桐.顾客感知价值对网络信息产品定价的影响研究[J].财经理论与实践,2017,38(4):97-102.
[8]俞林,孙明贵.商场购物环境、顾客感知价值与企业竞争优势关系研究[J].统计与信息论坛,2014,29(4):106-112.
[9]HONG J C,LIN P H,HSIEH P C.The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch[J].Computers in human behavior,2017,67(2):264-272.
[10]白长虹.西方的顾客价值研究及其实践启示[J].南开管理评论,2001,4(2):51-55.
[11]武永红,范秀成.基于顾客价值的企业竞争力整合模型探析[J].中国软科学,2004(11):86-92.
[12]GALE B T,WOOD R C.Managing customer value:creating quality and service that customers can see[J].Maxwell macmillan international,1994:83-84.
[13]SHETH J D,NEWMAN B I,GROSS B L.Consumption values and market choice[J].Journal of marketing research,1992,29(4):487-489.
[14]FLINT D J,WOODRUFF R B,GARDIAL SF.Customer value change in industrial marketing relationships:A call for new strategies and research[J].Industrial marketing management,1997,26(2):163-175.
[15]YOO J,PARK M.The effects of e-mass customization on consumer perceived value,satisfaction,and loyalty toward luxury brands[J].Journal of business research,2016,69(12):5775-5784.
[16]VIGNERON F,JOHNSON L W.Measuring perceptions of brand luxury[J].Journal of brand management,2004,11(6):484-506.
[17]KIM M,KIM S,LEE Y.The effect of distribution channel diversification of foreign luxury fashion brands on consumers'brand value and loyalty in the Korean market[J].Journal of retailing&consumer services,2010,17(4):286-293.
[18]SWEENEY J C,SOUTAR G N.Consumer perceived value:the development of a multiple item scale[J].Journal of retailing,2001,77(2):203-220.
[19]魏中龙,郭辰.基于顾客认知价值分析的产品定价策略研究[J].管理世界,2007(4):162-163.
[20]BERRY L.Cultivating service brand equity[J].Journal of the academy of marketing science,2000,28(1):128-137.
[21]WANG Y,LO H P,CHI R,et al..An integrated framework for customer value and customer-relationship-management performance:a customer-based perspective from China[J].Journal of service theory&practice,2004,14(2/3):169-182.
[22]王锡秋.顾客价值及其评估方法研究[J].南开管理评论,2005,8(5):31-34.
[23]杨晓燕,周懿瑾.绿色价值:顾客感知价值的新维度[J].中国工业经济,2006(7):110-116.
[24]张国政,彭承玉,张芳芳,等.农产品顾客感知价值及其对购买意愿的影响:基于认证农产品的实证分析[J].湖南农业大学学报(社会科学版),2017,18(2):24-28.
[25]LAPIERRE J.Customer‐perceived value in industrial contexts[J].Journal of business&industrial marketing,2000,15(2/3):122-145.
[26]FLINT D J,WOODRUFF R B,GARDIAL SF.Exploring the phenomenon of customers'desired value change in a business-to-business context[J].Journal of marketing,2002,66(4):102-117.
[27]PETRICK J F.First timers'and repeaters'perceived value[J].Journal of travel research,2004,43(1):29-38.
[28]潘煜,高丽,王方华.顾客感知价值对中国消费者购买行为影响:以上海手机市场为例[J].销售与市场(管理版),2010,11(1):10-10.
[29]王宝,张明立,李国峰.顾客价值测量体系研究[J].中国软科学,2010(2):142-152.
[30]刘畅.高端消费品感知价值影响因素的定量测度[J].经济与管理研究,2015(11):131-137.
[31]杨龙,王永贵.顾客价值及其驱动因素剖析[J].管理世界,2002(6):146-147.
[32]RAVALD A,GRONROOS C.The value concept and relationship marketing[J].European journal of marketing,1996,30(2):19-30.
[33]丁勇,肖金川,朱俊红.社会化媒体对品牌偏好的影响研究:基于顾客感知价值的视角[J].运筹与管理,2017(6):176-184.
[34]SLATER S F,NARVER J C.Market orientation,customer value,and superior performance[J].Business horizons,1994,37(2):22-28.
[35]王宗水,赵红,秦绪中.我国家用汽车顾客感知价值及提升策略研究[J].中国管理科学,2016,24(2):125-133.
[36]RYU K S,HAN H S,TAEHEE K.The relationships among overall quick-casual restaurant image,perceived value,customer satisfaction,and behavioral intentions[J].International journal of hospitality management,2008,27(3):459-469.
[37]何建民,潘永涛.顾客感知价值、顾客满意与行为意向关系实证研究[J].管理现代化,2015,35(1):28-30.
[38]李先国,陈宁颉,张新圣.虚拟品牌社区感知价值对新产品购买意愿的影响机制:基于群体认同和品牌认同的双中介视角[J].中国流通经济,2017,31(2):93-100.
[39]雷婷,李存林.B2C电子商务交易平台顾客感知价值、顾客满意与顾客忠诚关系的实证研究[J].技术与创新管理,2012,33(6):642-646.
[40]赵卫宏.网络零售中的顾客价值及其对店铺忠诚的影响[J].经济管理,2010(5):74-87.
[41]白琳,陈圻.顾客感知价值与竞争优势关系的实证研究[J].企业经济,2007(7):69-71.
[42]王高.顾客价值与企业竞争优势:以手机行业为例[J].管理世界,2004(10):97-106.
[43]雷星晖,张伟.电子商务平台顾客感知价值对购买行为及企业未来销售的影响[J].上海管理科学,2012,34(4):27-33.
[44]WOODRUFF G.Know your customer new approaches to customer value and satisfaction[M].Boston:Blackwell Business,1996.
[45]RIGBY D K,REICHHELD F,SCHEFTER P.Avoid the four perils of CRM[J].Harvard Business Review,2002,80(2):101-109.
[46]金帆.价值生态系统:云经济时代的价值创造机制[J].中国工业经济,2014(4):97-109.
[47]白琳.顾客感知价值驱动因素的三维评价模型及其应用[J].预测,2008,27(6):55-61.
[2]PORTER M.Competitive advantage:creating and sustaining superior performance[M].New York:Free Press,1985.
[3]ZEITHAML V A.Consumer perceptions of price,quality,and value:a means-end model and synthesis of evidence[J].Journal of marketing,1988,52(3):2-22.
[4]范秀成,罗海成.基于顾客感知价值的服务企业竞争力探析[J].南开管理评论,2003,6(6):41-45.
[5]董大海,金玉芳.作为竞争优势重要前因的顾客价值:一个实证研究[J].管理科学学报,2004,7(5):84-90.
[6]李宗伟,张艳辉,栾东庆.哪些因素影响消费者的在线购买决策?:顾客感知价值的驱动作用[J].管理评论,2017,29(8):136-146.
[7]关涛,高晶,张雪桐.顾客感知价值对网络信息产品定价的影响研究[J].财经理论与实践,2017,38(4):97-102.
[8]俞林,孙明贵.商场购物环境、顾客感知价值与企业竞争优势关系研究[J].统计与信息论坛,2014,29(4):106-112.
[9]HONG J C,LIN P H,HSIEH P C.The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch[J].Computers in human behavior,2017,67(2):264-272.
[10]白长虹.西方的顾客价值研究及其实践启示[J].南开管理评论,2001,4(2):51-55.
[11]武永红,范秀成.基于顾客价值的企业竞争力整合模型探析[J].中国软科学,2004(11):86-92.
[12]GALE B T,WOOD R C.Managing customer value:creating quality and service that customers can see[J].Maxwell macmillan international,1994:83-84.
[13]SHETH J D,NEWMAN B I,GROSS B L.Consumption values and market choice[J].Journal of marketing research,1992,29(4):487-489.
[14]FLINT D J,WOODRUFF R B,GARDIAL SF.Customer value change in industrial marketing relationships:A call for new strategies and research[J].Industrial marketing management,1997,26(2):163-175.
[15]YOO J,PARK M.The effects of e-mass customization on consumer perceived value,satisfaction,and loyalty toward luxury brands[J].Journal of business research,2016,69(12):5775-5784.
[16]VIGNERON F,JOHNSON L W.Measuring perceptions of brand luxury[J].Journal of brand management,2004,11(6):484-506.
[17]KIM M,KIM S,LEE Y.The effect of distribution channel diversification of foreign luxury fashion brands on consumers'brand value and loyalty in the Korean market[J].Journal of retailing&consumer services,2010,17(4):286-293.
[18]SWEENEY J C,SOUTAR G N.Consumer perceived value:the development of a multiple item scale[J].Journal of retailing,2001,77(2):203-220.
[19]魏中龙,郭辰.基于顾客认知价值分析的产品定价策略研究[J].管理世界,2007(4):162-163.
[20]BERRY L.Cultivating service brand equity[J].Journal of the academy of marketing science,2000,28(1):128-137.
[21]WANG Y,LO H P,CHI R,et al..An integrated framework for customer value and customer-relationship-management performance:a customer-based perspective from China[J].Journal of service theory&practice,2004,14(2/3):169-182.
[22]王锡秋.顾客价值及其评估方法研究[J].南开管理评论,2005,8(5):31-34.
[23]杨晓燕,周懿瑾.绿色价值:顾客感知价值的新维度[J].中国工业经济,2006(7):110-116.
[24]张国政,彭承玉,张芳芳,等.农产品顾客感知价值及其对购买意愿的影响:基于认证农产品的实证分析[J].湖南农业大学学报(社会科学版),2017,18(2):24-28.
[25]LAPIERRE J.Customer‐perceived value in industrial contexts[J].Journal of business&industrial marketing,2000,15(2/3):122-145.
[26]FLINT D J,WOODRUFF R B,GARDIAL SF.Exploring the phenomenon of customers'desired value change in a business-to-business context[J].Journal of marketing,2002,66(4):102-117.
[27]PETRICK J F.First timers'and repeaters'perceived value[J].Journal of travel research,2004,43(1):29-38.
[28]潘煜,高丽,王方华.顾客感知价值对中国消费者购买行为影响:以上海手机市场为例[J].销售与市场(管理版),2010,11(1):10-10.
[29]王宝,张明立,李国峰.顾客价值测量体系研究[J].中国软科学,2010(2):142-152.
[30]刘畅.高端消费品感知价值影响因素的定量测度[J].经济与管理研究,2015(11):131-137.
[31]杨龙,王永贵.顾客价值及其驱动因素剖析[J].管理世界,2002(6):146-147.
[32]RAVALD A,GRONROOS C.The value concept and relationship marketing[J].European journal of marketing,1996,30(2):19-30.
[33]丁勇,肖金川,朱俊红.社会化媒体对品牌偏好的影响研究:基于顾客感知价值的视角[J].运筹与管理,2017(6):176-184.
[34]SLATER S F,NARVER J C.Market orientation,customer value,and superior performance[J].Business horizons,1994,37(2):22-28.
[35]王宗水,赵红,秦绪中.我国家用汽车顾客感知价值及提升策略研究[J].中国管理科学,2016,24(2):125-133.
[36]RYU K S,HAN H S,TAEHEE K.The relationships among overall quick-casual restaurant image,perceived value,customer satisfaction,and behavioral intentions[J].International journal of hospitality management,2008,27(3):459-469.
[37]何建民,潘永涛.顾客感知价值、顾客满意与行为意向关系实证研究[J].管理现代化,2015,35(1):28-30.
[38]李先国,陈宁颉,张新圣.虚拟品牌社区感知价值对新产品购买意愿的影响机制:基于群体认同和品牌认同的双中介视角[J].中国流通经济,2017,31(2):93-100.
[39]雷婷,李存林.B2C电子商务交易平台顾客感知价值、顾客满意与顾客忠诚关系的实证研究[J].技术与创新管理,2012,33(6):642-646.
[40]赵卫宏.网络零售中的顾客价值及其对店铺忠诚的影响[J].经济管理,2010(5):74-87.
[41]白琳,陈圻.顾客感知价值与竞争优势关系的实证研究[J].企业经济,2007(7):69-71.
[42]王高.顾客价值与企业竞争优势:以手机行业为例[J].管理世界,2004(10):97-106.
[43]雷星晖,张伟.电子商务平台顾客感知价值对购买行为及企业未来销售的影响[J].上海管理科学,2012,34(4):27-33.
[44]WOODRUFF G.Know your customer new approaches to customer value and satisfaction[M].Boston:Blackwell Business,1996.
[45]RIGBY D K,REICHHELD F,SCHEFTER P.Avoid the four perils of CRM[J].Harvard Business Review,2002,80(2):101-109.
[46]金帆.价值生态系统:云经济时代的价值创造机制[J].中国工业经济,2014(4):97-109.
[47]白琳.顾客感知价值驱动因素的三维评价模型及其应用[J].预测,2008,27(6):55-61.