顾客感知质量（Customer perceived quality）.docVIP

顾客感知质量（Customer perceived quality） The meaning of customer perceived quality The customer perceived quality, refers to the customer according to their own on the intended use of the product and demand condition, relevant information comprehensive analysis on the market through a variety of formal or informal sources, for a product or service Abstract subjective evaluation. Every customer before buying the product, will be to understand the relevant information and some products more or less, the more expensive or large items, customers consider longer, more information is collected; when the quality of customer perception of the quality of products is closer to the actual quality or the actual quality exceed customer perception. Customers will buy their own satisfactory products. Therefore, for enterprise marketing activities, the most important task is to improve the quality of customer perception of products through various channels. Characteristics of customer perceived quality (1) subjectivity The trait of subjectivity is to the customer, because the quality of customer perception comes from the customers feelings. Customers dont like quality enterprises that use specialized scientific instruments to measure the quality of products, but mainly through vision, hearing, feeling and evaluation of products through the analysis and judgment of information to the. In addition, subjectivity is reflected in different people with different aesthetic values. For the same product, different customers have different quality perceptions of the product. For example, a few years ago compared Qiaoxiao melatonin, many people may think it too by naobaijin advertising hype, on human health have no real benefits; and more on higher income or PR people, but has a different perception, they think gifts to send gifts, gifts sent to health, choose melatonin as a gift is in line with modern taste. (2) abstractness Since most of the information acquired by the customer is not quantitativ