从顾客价值观点探讨企业对顾客认知的内涵与衡量  

Enterprises Customers' Cognitive Content and Measure: Customer Value Perspective

作　　者：杨文超[1] 

机构地区：[1]徐州工程学院,江苏徐州221008

出　　处：《廊坊师范学院学报（自然科学版）》2013年第3期62-67,共6页Journal of Langfang Normal University(Natural Science Edition)

摘　　要：结合顾客价值理论与顾客价值管理,以数位内容产业作为实务验证场域,探索企业了解顾客的内涵与衡量指标。针对96个新产品开发专案进行验证,利用探索性因素分析建立了解渴望价值与了解交易价值两衡量构面的11项指标,经多重检测证实量表的信、效度良好。最后,在研究结论中,提出管理意涵、应用的领域与相关建议,并从本研究的局限出发提出了未来研究方向。This study combines the theory of customer value and customer value management;try to explore enterprises customers＇ cognitive content and metrics using digital content industry as a practical verification field. Verifying 96 new product development projects,establish 11 indicators to find out transaction value and desire value using exploratory factors. The multiplex assay confirmed that scale reliability and validity is good. Finally,in the conclusion of the study put forward managerial implications, five application areas and practical advice, and then extends from the limitations of the study to future research directions.

关 键 词：顾客价值 了解顾客 顾客价值管理 

分 类 号：F406[经济管理—产业经济]