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顾客价值战略成为以顾客为导向的企业发展战略的重要内容,被视为企业竞争优势的新来源。本文以GM公司宽带网络家庭用户的顾客价值为研究对象,借鉴了Woodruff的顾客价值层次模型并加以改进和完善,通过问卷调查的方式收集数据,运用结构方程建模(SEM),应用SPSS及AMOS对所提出的概念模型和假设进行了验证,得到了顾客价值评价实证研究模型。在对计算结果进行分析后,提出了GM公司提升顾客价值的相应策略。
The customer value strategy has become an important content of the customer-oriented corporate development strategy and is considered as a new source of corporate competitive advantage. This article takes the customer value of GM’s broadband network home users as the research object, draws on Woodruff’s customer value hierarchy model and improves and perfects it. It collects data through questionnaire surveys, uses structural equation modeling (SEM), and applies SPSS and AMOS. The proposed conceptual model and hypothesis are verified, and an empirical research model of customer value evaluation is obtained. After analyzing the calculation results, the corresponding strategy of GM to enhance customer value was proposed.