Customer Value's Component And Its Effects To Re-purchase Behavior

Since the 1990s, the academic theories research of western marking and commercial business practice has proved again and again that create more value for customers is a new source of competitive advantage to enterprises. Enterprise transfer more and more in line with the value of demand to customers can drive customers to repeat purchase, and thus maintain their long-term friendly relations, thus enabling enterprises to obtain the lifetime value of customers, which forming a continuous profitability and development capacity. In the face of global competition see enterprises in China, felt the giant pressure of competition from the outset, because the marketing concept is outdated, marketing backward, and the low level of marketing. Therefore, the premise of forming and remaining competitive advantage is to grasp of the customer value elements of the domestic seed enterprises accurately, know the mechanism of the customer value elements effecting on the seeds repeat purchase behavior clearly, and increase the customer value creation and transmission level of domestic seed business. This paper study customer value elements and the effect on customer repurchase behavior based on theoretical and empirical aspects of the domestic seed industry.First, this paper conclude and summarize the value theory of management,customer value theory,theory of relationship between customer value and customer repurchase behavior and theory of customer value and purchase behavior in seed market, and then pointed out the defects and shortcomings existing in the study that the literatures about researching issuers related to customer value are not rich in the background of seed industry, the study about detecting customer value elements constitution in seed industry is very lack, the degree of different customer value elements constitution effecting on customer repurchase behavior is lack of the necessary concern.Second, This paper established seed industry customer value elements model based on customer value theory,detecting theory of customer value elements and the actual situation and characteristics in seed industry; Set the possible seed industry customer value elements initially based on focus group interviews, in-depth interviews and similar studies have been combined; Formed the formal investigation questionnaire after pre-survey based on the preliminary design of the constituent elements of the questionnaire, description analyzing the data, deleting items not related the test; Chosen Songzi, Jianli and Jiangling in Jianghan plain to formal investigate, the findings of the data were first used Item-Total correlation analysis, again measured by deleting the items less relevant, and then using exploratory factor analysis to detect, found out the factor structure of seed industry customer value elements; Confirmed the two possible factor structure by using confirmatory factor analysis, chosen better, and test their reliability and the validity, and ultimately build a customer value elements of the seed industry model.On this basis, the establishment of seed industry customer value elements of the customer repurchase impact model based on the study related to the relation between the customer value and customer repurchase behavior, and the theory of seed market factors affecting customer purchasing behavior; using Logistic regression analysis to empirical analyze the model, and ultimately build a customer value of the seed industry on the elements of customer repurchase impact model.Through research, the main conclusions are: (1)Seed industry customer value elements main including "seed quality","brand","seed price","technical service"; Among them, "seed quality" including "output", "germination rate", "rate of oil output" and "resistance", "band" including "brand awareness" and "brand reputation", "seed price" including "reasonable price", "price competition", and "technical service" including "buy recommendations", "planting demonstration" and "technical service"; The relativity between "seed quality" and customer value is the strongest, followed by "brand", "seed price" and "technical service".(2) The three elements of "seed quality" "brand" and "seed price" impact the farmers repeat purchase significantly, farmer's age and education level also impact the farmers repeat purchase; The impact of "brand" on farmers repeat purchase behavior is the most important, followed by "seed quality", then "seed price", the impact of age and education level on farmer repurchase behavior is smaller than the above three factors; The degree of impact of four categories of customer value elements on the fanners re-purchase is not consistent with the weight that they in the overall composition of customer value.Based on these conclusions, this paper put forward four proposals to the seed companies: (1) Establish brand awareness, enhance brand image. (2)Optimize the product performance such as seed germination rate, the rate of oil output, output and resistance, improve the quality of seeds. (3)Set down the right price to seed quality, and maintain a certain price advantage in the similar products. (4)According to age and education level of farmers to customer segmentation, take different measures to different customer groups. This study has a positive significance in improving domestic customer value theoretical systems, enriching seed industry customer value theory, as well as seed companies marketing practices.