基于顾客感知价值认知差距模型的顾客教育研究  

Study of Customer Education in Perspective of Customer Perceived Value Gap Model

作　　者：林艳[1] 

机构地区：[1]广东技术师范学院管理学院,广东广州510665

出　　处：《南昌大学学报（人文社会科学版）》2013年第4期64-69,共6页Journal of Nanchang University(Humanities and Social Sciences)

基　　金：国家社科基金项目"我国旅游目的地竞争优势比较研究"(10BGL051)

摘　　要：在消费过程中,由于顾客相关信息的欠缺和消费理性的不完全,顾客对企业提供价值的感知会存在四种"价值认知差距",即企业价值主张与顾客价值期望之间的差距、企业传递的价值与顾客感知的过程价值之间的差距、企业提供价值与顾客感知的结果价值之间的差距、企业实现价值与顾客价值评价之间的差距。为了促进顾客感知价值的有效传递,缩小供需双方的认知差距,本文研究了企业如何从顾客期望管理、过程管理、自我服务技术和整合教育渠道等四个方面实施顾客教育。During the process of consuming,four kinds of perceived value gaps between customers and firms exist due to the customers lacking of relative information and being irrational in shopping.Those gaps referred to the differences between the firm value proposition and the customer expecting value,the firm delivering value and customer perceived process-value,the firm actually provided value and the customer perceived result-value,and the firm finally realized-value and the customer evaluation-value.In this paper,the way in improving the transition of firms’ prospected value and narrowing the perceived value gaps between the firms and customers were discussed,and some customers’ education strategies were put forward including the management for customers’ prospect and the whole consuming process,the for customers’ self-service technology and how to integrate the various education channel.

关 键 词：顾客感知价值 价值认知差距 顾客教育 

分 类 号：F713.56[经济管理—市场营销]