| The study of customer value is becoming significantly more important since 1990's, both in research and in practice, and customer value has received much research attention all over the world from the moment that the concept of customer value was brought forward. In a market with overabundant products and intense competition, the biggest challenge for the management is how to attract customers continuously so as to support the development of the company. As our financial market opens to global financial companies, the competition expands significantly. However, China's commercial banks still go short of the essential attributes for long-term company survival and success. Identifying and creating superior customer perceived value is regarded as a crucial prerequisite for achieving competitive advantages. Therefore, this thesis sets up the aim to provide some feasible conclusions for the retail banking by approaching into the evaluation model of customer perceived value of retail banking.Focusing on this problem, this thesis takes the first step to give an overview of the representative theories and researches on customer value, encompassing the important outcomes of customer perceived value researches on commercial banks. Combining the characteristics of retail banking, this thesis brings forward the hypotheses of customer perceived value constructs and their measuring indexes, using the approaches of literature studies and depth interviews and so on. Then, a primary evaluation model of customer perceived value is set up. Based on these, this research collects abundant data through questionnaires and uses SPSS software to deal with data. Then the analysis results are used to modify the evaluation model and to demonstrate the validity of the model. Finally, this paper constructs a scientific evaluation model of customer perceived value of retail banking, so as to contribute to the enhancement of customer perceived value in the retail banking industry. |
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