顾客期望价值是顾客理想中的对产品或服务的需求以及要求。主要是存在于顾客头脑中的对现有产品或者新产品的一种理想化的要求。是影响顾客决策的一个重要变量。某种产品或服务的顾客期待价值愈高,说明其缺失状态愈严重,顾客获取满足的愿望愈强烈,对该顾客来说,该产品或服务显得愈重要,顾客愈有可能选择购买或优先购买,甚至不惜代价。
最后阐述了顾客期望价值与顾客购买决策以及顾客满意的关系。
And we also introduce the relationship between customer value, purchase decision and satisfaction.
为了保持关键顾客,企业不得不研究顾客价值的转变,尤其是顾客期望价值的转变。
They also have to study the conversion of customer value, especially the customer desired value.
在前人有关顾客价值研究的基础上,本文补充提出顾客期望价值、设计价值和顾客决策价值三个新概念;
Based on former research relating to Customer Value, this article first proposes three new concepts, i. e. Customer Expecting Value (CEV), Designed Value (DV), Decisive Customer Value (DCV).
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