顧客參與、顧客感知價值和關係品質的關係模型研究 : 以中國電信業為例

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顧客參與、顧客感知價值和關係品質的關係模型研究 : 以中國電信業為例

 

Author: 陳偉棟
Chen, Weidong
Title: 顧客參與、顧客感知價值和關係品質的關係模型研究 : 以中國電信業為例
Gu ke can yu, gu ke gan zhi jia zhi he guan xi pin zhi de guan xi mo xing yan jiu : yi Zhongguo dian xin ye wei li
A model on the relationship among customer participation, customer perceived value and relationship quality : the case of China's telecom industry
Degree: D.Mgt.
Year: 2008
Subject: Hong Kong Polytechnic University -- Dissertations.
Telecommunication -- China.
Customer relations -- China.
Department: Graduate School of Business
Pages: xiii, 168 leaves : ill., charts ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2290943
URI: http://theses.lib.polyu.edu.hk/handle/200/3699
Abstract: It has become more and more important for the suppliers to obtain sustainable competitive strengths over their competitors to adopt the customer-focus strategy, satisfy customer demands, create more excellent value for the customers than other suppliers and develop a good supplier-customer relationship. It is also an important area of study in the academic world. In the B2B industrial product market, the needs of the end consumers are becoming more and more personalized and diversified, which, in turn, makes the product user as the B2B customers more demanding in product diversification and personalization against the product suppliers. Only by better satisfying the customer needs in both product and service to win market competition can the product suppliers obtain better customer perceived value, and promote the formation of a long-term strategic cooperation relationship with the customers. The traditional theories such as customer participation, customer perceived value, customer satisfaction and relation quality, etc., have made many discussions on this, but rarely systematically discussed the relation model of the above-mentioned variables as well as the B2B area. This research, taking China's telecom equipment market as a study object, intends to study on the relation model and effect of customer participation, customer perceived value, customer satisfaction and relation quality in China's telecom equipment market in the face of its industrial transformation and the environment of B2B market in an effort to provide theory support to the suppliers to work out an efficient operation strategy. It is a useful attempt to study the relationship between the buyer and the seller in the B2B market. This research takes the four major telecom operators in China as the survey objects, and has, based on in-depth interviews and pilot surveys, collected 209 valid answers in the final survey from 31 provinces or cities in Beijing, Shanghai and Tianjin, etc. Based on the reliability and the validity analysis of the samples by SPSS 15.0 and AMOS7.0, as well as the validity study of the SEM model on the relationship among customer participation, customer perceived value, customer satisfaction and relation quality, the results of this research have very well validated the research model and its hypothesises. The main conclusions are as follows: 1. Both customer perceived value and customer satisfaction have significant direct positive impacts on relation quality in China's telecom equipment market, among which, customer perceived value, has a more significant impact than customer satisfaction on relation quality. 2. Customer participation has an indirect positive impact on relation quality through customer perceived value and customer satisfaction in China's telecom equipment market, among which, it exercises a stronger impact on relation quality through customer perceived value than customer satisfaction. The major contributions of this research are as follows: 1. It further expands the theoretical study on the relationships between the buyer and the seller in the B2B industrial product market and serves as a reference for business management. 2. It has introduced a new dimension of management improvement to measure customer perceived value, based on the characteristics of China's telecom equipment market. The four dimensions: product, cost, service and management-improvement constructed by this research can efficiently measure the customer perceived value and the developed measurement scale can serve as an empirical model for the academic world in China and elsewhere to conduct similar studies, and as a reference for the subsequent researchers. 3. It has discussed, to a great extent, the intrinsic relations among customer participation, customer perceived value, customer satisfaction and relation quality, and has validated, through an empirical study, the strategic importance of customer perceived value in the decision-making of business operation in China's telecom equipment market.

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