The Empirical Testing Of The Relationships Between Customer Value, Satisfaction And Trust

Nowadays, customers are no longer the passive recipient of the product; they have more knowledge, information and ability, more interested in study and practice, more active in the choice of products. With the development of Internet, consumer's individuation values and the consumer behavior individuation compose in reply a diversification, the degree of management customer become difficulty, manager also emphasis on attract new customer and customer retention. As to how to maintain customer relationship, build customer loyalty, customer satisfaction and customer value are believed to summarize consumers' knowledge and experiences with a particular firm and guide subsequent actions of the consumer. The shifting emphasis to relational marketing has broadened the factors that predict future intentions to incorporate new constructs such as trust.Customer perceived value, customer satisfaction and customer trust, asthe important variables that influence consumer behavior intention in future, are paid broadly attention in recent years. It is generally agreed that postconsumption consumer satisfaction can be defined as the consumer's response to the evaluation of the perceived discrepancy between prior expectations and the actual performance of the product as perceived after its consumption. There is a growing interest on value-based strategies in recent years. Woodruff(1997)think, through superior customer value delivery than competitors, company can achieve and retain competitive advantage. Customer value is the consumer's overall assessment of the utility of a product based on perceptions of what is received and what is given. Some authors have suggests that viewing value as a trade-off between only quality and price is too simplistic. In this study, we extend four-dimensional to explain customer value, that is perceived quality, emotional value, social value and perceived sacrifice. The growing importance of relationship marketing has heightened interest in the role of trust in fostering strong relationships. Reichheld & Schefter(2000) observe that "to gain the loyalty of customers, you must first gain their trust". Spekman(1988) has observed that trust is the "cornerstone" of long-term relationships. Consumer trust is the expectations held by the consumer that the service provider is dependable and can be relied on to deliver on its promises.Many studies have shown that customer perceived value contribute to customer satisfaction; perceived value has direct influence on satisfaction. Prior research also has examined the relationship between customer satisfaction and customer trust, customer satisfaction is positively related to trust. This study develops a conceptual framework for understanding the relationships between customer satisfaction, perceived value and trust—which in predicting the future intentions of customers. Further we divided perceived value into four dimensions: perceived quality, emotional value, social value and perceived sacrifice, examine the relative importance of them, the data are analyzed by using structural equation model, and findings show that not all dimensions of the perceived value contribute equally in satisfaction and trust, emotional value has the most significant influence on satisfaction, perceived sacrifice has strong influence on both satisfaction and trust, satisfaction also has significant influence on trust.The findings from this study suggest that consumer is already entered a times that emotion satisfying, buying a product is the need for one kind of emotion more; good experience can improve customer satisfaction. Second, with the rapid changing in our life, consumer take more attention to shopping cost, therefore, in order to attract customer, company should consider convenience for purchase when providing product or service, cut down shopping cost. Third, satisfaction with the outcomes of past performance is antecedent to trust. This means customer purchase is a continuing process, company want to maintain a long-term relationship with consumer should get trust based on meeting past performance expectations.