Research On Customer Perceived Value Of Product Service System Based On Customer Perspective

With the rising labor costs, raw material prices and the appreciation of renminbi, manufacturers have been experiencing profit shrinkage. Achieving business differentiation by diversity of products and services has become one of manufacturers'main competition modes, and it is an inexorable trend for the future development of manufacturing enterprises. Providing product service system which is integrated by products and services to consumer ont only meet customer's diversity and personalized demand, but also enhance the value of product and increase the profits of enterprise by adding high value-added service to physical product. However, as a new form of product, how to quantify its value, how to manage it, and whether the enterprise ought to encourage the customer to actively participate in the production, sales and service, is an urgent problems which shoud be solve without hesitation when the enterprises transforming form traditional model to service manufacturing.Based on customer perspective, used means-end chain theory, in consideration of the characteristic of product service system which has both physical product attributes and service attributes, this paper construct a theoretical model of customer perceived value of product service system. Then, this paper chooses the laptop as a representative of product service system and conducts a large-sacle investigation, the results show that customer perceived value of product service system is consist of 12 dimensions. Finnaly, a measuring model for customer perceived value of product service system is proposed, and the application method for this measuring model is described.In addition, this paper proposes 4 dimensions of customer participation and designs a questionnaire which is used to investigate customer participation's effect on customer perceived value of product service system. By empirical research, the reliability and validity of the 4 dimensions of customer pariticipation are verified. Then, by using the structural equation modeling, the sample of high customer participation and low customer participation are analyzed. The analysis results show that the improvement in the level of customer participation helps to strengthen the relation between the perception of physical product and customer perceived value of product service system, and the relation between the perception of service and customer perceived value of product service system, while helping to reduce the relation between the perception of cost and customer perceived value of product service system.