The Empirical Research of Multi-Dimensional Customer Value, Product-Consuming Country, and Product Assortment

• Main Authors: Pao-Tasi Hong, 洪寶彩
• Other Authors: 陳淼勝
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/76315300308613130233

碩士 === 淡江大學 === 管理科學研究所企業經營碩士在職專班 === 93 === As a result of that more and more enterprises are interested in the customer management process of customer value and it is the main direction to research in Marketing. But there are not enough empirical evidences to prove it. It can help the enterprises make their strategy and is beneficial to make short-term tacit of marketing variables and resource deployment of marketing activities through the identifying customer value. The different product assortment and consuming area could cause different value perception and then lead to distinct models of consuming behaviors; therefore, it is necessary to discuss what kind of influence the product assortment and product-consuming country have on the customer value. But consumers are influenced by the preference of product assortment and area of consuming country when the choose commodities. I think the interactions between the product assortment and product-assuming country have significant influence on the customer value; hence, it is essential to go advance to discuss it. The sampling method in this research adopts convenient sampling, and investigates the citizens in the China and Japan as the population by the questionnaire way. I use descriptive statistic, quantitative analysis, two-factor variables analysis and t test of independent sample to analyze data and test hypotheses. The result of research reveals: 1.the consumer does care about the product and service quality no matter which country or kinds of product. 2. the product assortment has notable differences on the variables of product quality, product characteristic, price and service quality, etc. 3. there is a distinct discrepancy about customer perception between the consumers in the China and Japan. 4. there are remarkable variations among product quality, product characteristic, service quality and product-consuming country on the interactive effect of customer value.