Study on the measurement of customer value based on means-end chain theory

Abstract

Woodruff proposed the definition of customer value based on the theory of Means-end chain reveals the nature of customer value very well, its detailed and profound discussion about learning and using the theory of customer value has far-reaching and guiding significance on the practice of business. After reviewing the literature on customer value, Means-end chain and laddering method, this research considers that based on the theory of Means-end chain we can measure the customer value better and understand the customer's expected and perceived value in different hierarchies better. Customers who purchased notebook computers were taken as the samples in this research, first proceeding qualitative research by laddering method, get multiple variables in different hierarchies, then measuring the importance of these variables by the quantitative research, obtaining value dimensions in different hierachies which customers think these are important, and in accordance with qulitative analysis to identify the linkage between the value dimensions, and draw the customer value hierarchy model based on Means-end chain. This research concluded that if an enterprise has a deep understanding of customers' value dimensions and the relationship between them, it will form competitive advantage from the ability of attracting customers, and create more value for customers.