Chinese Home Appliance Retailing Services Marketing Strategy based on Customer Value

Abstract

Abstract. The competition is very fierce in the modern business, more and more enterprises believe in the importance of service marketing. This paper analyzes Chinese home appliance retailing service marketing from the view of customer value and put forward many strategies, such as: service design considerately, hearty service and setting up the whole system of service marketing. As a result, it improves customer satisfaction, so as to enhance the Chinese home appliance retailing service marketing level. Research on Customer Value and Service MarketingResearch on Customer Value. Foreign researches on custom value were mature in the end of 20th century, the very first customer value concept mainly discussed how to measure customer value. Jakson (1985) who was a scholar and the first one gave the definition of customer value. He first suggested the "value" is actually the definition of "customer value". He thought value is the ratio that can perceive interest and price. The price includes purchase price and the price of receiving, transportation, installation, order and the risk of failure. The definition of customer value reveals the subjectivity and relativity. It is the earliest research results.Kotle think customer value also named Customer Delivered Value is the difference of the total customer value and total customer cost. On one hand, the total customer value that customer expect to obtain a group of the interests from economical, functional and psychological characteristics because of product, service, personnel and image and other reasons, it is also called customer total value. On the other hand, the total customer cost is a group of cognitive costs that happened on evaluation, acquisition, using and dealing with the product or service, including monetary cost, time cost, energy cost and psychological cost. It is also called customer total cost. Customer delivered value decides what kind of products and services the customer chooses.The domestic study summarizes and arranges many materials on the basis of the research abroad. Professor Bai Changhong and some scholars from Nankai University take the view of Gronroos, Parasuraman, Woodruff, Zeithaml as a reference; they did a lot of work with previous studies, and then have the same conclusion for the customer value. (1) The customer value is a perception utility that customer can judge from the product service, this can not be decided by the enterprise. (2) The customer value is actually the perceptive value of customer, the core is to balance gains and losses that customer perceived. That means the balance between the perceived benefits (such as income, utility) and the perceived price of the products and services that obtained or enjoyed (such as the price paid or other opportunity cost). (3) Customer value has different levels, dynamics and relations. (4) The customer value comes from the inner side, or associates with the use of the products. Service marketing will create more value to the customer comparing to the simple trading service.Discussion ...