The Evaluation System Of Customer Perceived Value

The research of customer value originates from the unremitting pursuit of the new longer-lasting source of competitive advantage. As more and more Chinese and western scholars study on it, both of the concepts and content were constantly enriched and perfected. But it hasn't formed a system method to identify or evaluate the drives of customer perceived value (CPV).Based on previous research, through empirical research of M-Zone, this paper explores the identification and evaluation method about the driving factors of CPV. There are five steps in the process of identification the driving factors:(1) gathering; (2) screening out; (3) investigation; (4) data analysis;(5) modeling. The "means-end chain" method of Woodruff are used in the driving factors gathering step. Then it is necessary to place the similar value drivers into a category, identify the important ones. At last, there are 18 driving factors enter the investigation. Through large-scale survey, we get large amounts of data. Using the method of factor analysis, we gain 4 dimensions of CPV, including core effects & service, non-core effects & service, price, branding & promotion. Finally, the CPV hierarchical model is established.The M-Zone's present CPV was summarized and analyzed by the model, the effects of the model are put forward in the fields of identification the customer value gaps, assessment CPV and value-proposition of the telecommunications products.This paper established a CPV indicator system based on M-Zone business through the identification and evaluation of telecom CPV drivers. It promotes the abstract concept of CPV to the operating layer, makes it to be a useful tool that can help the enterprise to understand customer requirement, and provides evidence for corporate strategy making and product value positioning.