Customer Value Evaluation Of The Empirical Research

With the concept of customer-orientation in the marketplace established, the customer value has become a hotspot on the international business management fundamental research and the practice application . The customer value has been recognized as the next source for competitive advantage and the essential elements of every customer-oriented firm's core business strategy. The customer value demonstrative research is researching the customer value of GM firm's Wide Band familial consumers. It will unify closely the theories of customer value with the enterprise practice and orient with improving the customer value. Base on the analysis of the theories and demonstrative test, the article discusses the essential elements of improving GM firm's customer value strategy. Therefore, this study has the certain theory value and the practical significance.First of all, the article summarizes and analyzes the actual international literatures of the customer value, and discusses the primary customer value theories and models. According to the firm's customer situation and use for reference of Woodruff's Customer Value Hierarchy Model, the article gives an elementary customer value evaluating model. Secondly, base on the elementary model, the article sets up a customer value evaluating demonstrative conceptual model and the research assumption, which explain correlation and interaction about the GM firm's customer value levels, every level's value, and elements of every value. Finally, the study will collect data by questionnaire investigation, adopt Structural Equation Modeling (SEM) and Stat. software SPSS and AMOS to evaluate the conceptual model. At last, the study will obtain the final customer value evaluating model. After analysis the final model, this article brings forward an improving GM firm's customer value strategy.The research result indicates: to identify the best strategic element by the GM firm's customer value research, which is advantageous for GM firm to make the strategy of improving customer value and to establish competitive advantage.