| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士在職專班 === 94 === From customer satisfaction to customer loyalty, the marketing trend nowadays has changed to customer value with the new rising concept of customer orientation. Customer value has been considered as the key to corporate dominance. Product quality, service quality, price, product image and product features are the fundamental elements that constitute customer value. With rapid development of new science and technology, corporations have to choose from the right customer value positioning to gain competitive advantages. This study explores whether the customer values demanded of different product categories remain the same for consumers of different cultures. Based on product category evaluations, an understanding of consumer behavior and consumer awareness levels can be formed as a reference for the development of enterprises.
According to the results, consumers from both Taiwan and the United States highly value the quality of service and products among various product categories. Specialty goods and shopping goods demonstrate better product features than convenience goods. Consumers from both countries agree product price is one of the buying incentives as well as discounts and coupons. Finally, Taiwan consumers prefer installment payment options as opposed to free gifts, while American consumers appreciate value-added gifts. Taiwan consumers place the provision of pre/post sales service as their top priority, while American consumers place greater importance on the salesperson’s attitude. Customers from Taiwan valued higher the origin of products than those from the United States.
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