To carry out the value of marketing to cultivate brand loyalty.docVIP

 PAGE \* MERGEFORMAT 36 To carry out the value of marketing to cultivate brand loyalty We know that customer value while promoting internal feelings and external behavior of brand loyalty, is the strict sense of brand loyalty is one of the two drivers, so to carry out the value of marketing is an important way to foster brand loyalty. 1, what is the customer value On the value of the study areas of concern in many disciplines, but marketing has always been the concern for the value associated with the customer. Some scholars believe that the design for customers in the enterprise to create and provide value should be starting from the customer-oriented to customer perceptions of value as a deciding factor. Customer value is the customer, rather than determined by the enterprises, the customer is actually the value of customer perceived value (Customer Perceived Value, CPV). Containing Se Moer (1988) in an exploratory study of customer satisfaction summed up the perceived value of the four kinds of meaning: ① value is low price. Some customers will value the same as low price, indicating that the value of experience in the currency to be paid is the most important; ② value of just want to get from the product in the thing. To pay the money and attention, a number of customers to services or products from the benefits received as the most important factor in the value of; ③ is paying to get back the value of quality. Some customers will value conceptualized as ‘the money to pay’ and get the ‘quality’ trade-offs between; ④ value is the total pay could get the whole story. Some customers describe the value of their pay to consider both factors (time, money, effort, etc.), as well as to ensure its interests (products, services, information, etc.). Customer value of these four kinds of statements summarized as a comprehensive definition: Customer value is the perceived interests of the customer can access to their products or services to balance the costs in