Customer-Perceived Value Impacting on Customer Satisfaction,Brand loyalty,and Behavioral Intentions--An Empirical Study of Cell Phone Users

摘要：

　　Based on literature review,this paper puts forward the constitution of customer perceived value at first.Then,we set up the model and scale of CPV impacting on consumer buying behavior.Furthermore,we tested the hypothesis by survey of cell-phone users in Wuhan.At last,we got results and implications.In addition to the four dimensions in terms of customer perceived value approved by Sweeney PERVAL model,the service/personal value and brand value are another two important dimensions of CPV.Customer perceived value has direct and significant impact on behavioral intentions.A satisfied customer may not necessarily result in behavioral intention,but a brand loyal customer will result in strongly behavioral intentions,namely repurchase,positive word of mouth,and cross-purchase.

关键词： CPV (customer perceived value) behavioral intentions customer satisfaction brand loyalty

作者: Yun Cheng Yong Liu Lin Jiang

作者单位: Marketing Department,Management school,WuHan University of Science and Technology,China,430081

会议类型: 国内会议

会议名称: China Marketing International Conference 2016 (2016中国市场营销国际学术年会)

会议地点: 青岛

会议语种:英文

页码: 175-190

在线出版日期: 2016-07-08（万方平台首次上网日期，不代表论文的发表时间）