Constructing an Evaluation System for Customers' Perceived Value : An Example of Department Stores in Tainan

• Main Authors: Yeh Wan Chen, 葉婉甄
• Other Authors: Jui-Mei Yien
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/68nrrb

碩士 === 康寧大學 === 企業管理研究所 === 105 === The economic growth and lifestyle shifts of recent years has caused great economic growth in the Taiwanese market. Many malls are vying with one another, and increasing a corporation’s perceived value and how to stimulate consumer desires have become important issues. This study explores the key factors in perceived value. The study focuses on experts of consumer perception in Tainan city malls, including academics, successful business owners and heavy consumers. This study hopes to provide a guide for companies seeking to improve perceived value for consumers. This study is based on theories presented in Sweeney & Soutar’s perceived value scale (PERVAL) (2001). This study seeks to establish four facets of perceived value: quality value, emotional value, monetary value, and societal value, and 16 evaluation standards. This study uses a survey in the form of a questionnaire and Decision Making Trial and Evaluation Laboratory (DEMATEL) to establish a perceived value model. From aggregated analysis, this study comes to the following conclusions: of the four facets of perceived value, quality value is the facet from which the most influence stems. The facet of quality value stems from types of products, emotional value comes from interactivity, monetary value comes from reasonable prices, and societal value comes from current trends. Therefore, this study provides the following recommendations for future operation policies for malls seeking to increase their perceived value: establish a stringent quality control system, establish a big data analysis database, increase quality of employees, provide reasonably priced discount products, and use new information dissemination tools.