|其他題名: ||Study of the products category attributes and customer value of the U.S. and Japan|
|作者: ||楊政儒;Yang, Cheng-ju|
黃志文;Huang, Chih-wen;蔡政言;Tsai, Jeng-yan
|關鍵詞: ||顧客;價值;顧客價值;產品類別;Customer;Value;Customer’s Value;Product Categories|
|上傳時間: ||2010-01-11 01:29:14 (UTC+8)|
The marketing orientation era has given way to the customer orientation era. To develop a competitive advantage, an enterprise must gain an understanding of the customers’ expectations, thoughts, and feelings regarding its products and services. On top of this, it must discover the key factors that influence customer value decisions. Consumers face a constantly increasing diversity of products and services, thereby providing a wider range of choices. Accordingly, customer expectations on products and services are on the rise. This study explores whether the customer values demanded of different product categories remains the same for consumers of different countries. Based on product category evaluations, an understanding on consumer behavior and consumer awareness level can be formed as a reference for the development of enterprises.
According to the results, in terms of product quality factors, consumers from both the United States and Japan highly valued the quality of product, safety of product, quality assurance. In comparison, they valued less the product image, protection of package, and origin of product. Regarding the factors of product features, both American and Japanese consumers stressed product features and product appearance, but they were not as demanding with respect to whether the packaging consisted of recyclable commodities. Regarding factors of product prices, consumers from both countries put greater importance on product price. Next in importance came discounts or coupons, free gifts, and installment payment options. Regarding factors of service quality, the items stressed by consumers from the United States and Japan differed. American consumers place salesperson’s attitude and salesperson’s professionalism as their top two most important items, while Japanese consumers put greater importance on the provision of pre/post sales service. In term of product features, the importance that consumers place on convenience goods and specialty goods showed a significant difference. As for product price, there was a significant difference between convenience goods vs. shopping goods and convenience goods vs. specialty goods. Moreover, there were significant differences in where the consumers from the two countries placed their importance with respect to four items of consumer value.