Customer perceived value and competitive advantage of the relationship between the real.docVIP

 PAGE \* MERGEFORMAT 19 Customer perceived value and competitive advantage of the relationship between the real [Abstract] customer perceived value is the new source of competitive advantage point of view has been widely recognized by everyone, but the lack of specific empirical research to prove that. In this paper, push down that law, drawing on the basis of previous studies, first of all that customer loyalty (consumer behavior trends) is the antecedent of competitive advantage, and then, through a mobile phone segment of the empirical research to prove that customer perceived value that affect consumer behavior an important antecedent to arrive at the customer perceived value is an important competitive advantage antecedent conclusions. [Keywords:] customer perceived value; competitive advantage; behavioral tendencies; customer satisfaction; Customer Loyalty I. Review of the Literature Review of existing literature we find that consumer behavior trends from the initial research so far, consumer behavior research has experienced a tendency of the following stages of development: quality due to driving on a single, satisfactory due to driving on a single, satisfactory quality, dual drive theory, satisfaction with the leading theory, the leading theory of value and value of an integrated model of satisfaction. The original theory and satisfaction-driven quality-driven consumer behavior on the part of a single antecedent research trends that lead to customer to buy again, and Word of Mouth is a single reason. For the relationship between quality and behavioral tendencies of the study, two typical findings show that the quality of consumer behavior tend to have a positive impact (Zeithaml, Berry and Parasuraman, 1991). The other a variable tendency of the relationship between satisfaction and behavioral research have also been similar results (Oliver, 1999). Subsequent satisfaction with the quality of dual dri