Font Size: a A A

Study On Customer Value Management Of HS Company

Posted on:2016-03-09Degree:MasterType:Thesis
Country:ChinaCandidate:J W ChenFull Text:PDF
GTID:2309330461494973Subject:Business Administration
Abstract/Summary:PDF Full Text Request
In recent years, with the customer resource is more and more valueable for enterprises, customer value research also got more and more attention. As this service intensive fitness industry in China, HS company’s customers management become more and more important.So, the study for customer value has great practical significance for HS company.First of all, through the analysis of the investigation of HS company received the customer management effect has been poor, renew old members card rate has been low, and the company’s policy is to encourage recruiting new members but ignored the maintenance of old members, which cause the waste of resources; Combined with the company hasn’t a set of feasible way to customer management make the situation more chaos. So, they can’t get the useable information for different categories of customers, and make low perceived value and economic value for customer.Secondly, in view of the HS company’s customer value management problems, the customer value can be divided into two parts, one is customer perceived value and another is economic value. The study for Perceived value is mainly through the questionnaire survey to obtain the different customers information, price perception at the club, fitness facilities, fitness environment, personnel service, club facilities and company policy 7 categories a total of 25 events perception of information, and do the test for reliability and validity; At the same time, using the analytic hierarchy process to the weight of each assignment analysis, obtained the weight value, combined with the perception of value, can obtain perceived value for each customer and the overall perceived value to the company. Combination weight and customer information in the questionnaire can analysis all kinds of customers include the the basic factors such as gender, age, income which make the perceived value diffenent. Again, through the HS company business data can obtain the selected 5 clubs’ customer average cost, according to the customer date in the questionnaire, finally determine the method of calculating customer economic value.Finally, combine the customer’s perceived value and economic value, build the customer classification study of nine quadrant diagram which diffenent cubes have diffenert perrceived value and economic value for the customers.The customer which has diffenert perrceived value and economic value will be put a appropriate location in the diagram.According to the different position can make different suitable scheme to maintain the customers. So, it can make the customer value management more scientific and efficient.Through research and analysis of customer value classification method of nine quadrant diagram for the HS company customer management has important practical significance, which can be taken as reference to the customer value management in the future.
Keywords/Search Tags:Customer perceived value, Customer economic value, Customer value, Customer classification, Analytic hierarchy
PDF Full Text Request
Related items