Customer value analysis in a heterogeneous market

• 成果类型: Article
• 署名作者: DeSarbo, WS; Jedidi, K; Sinha, I
• 署名单位: Pennsylvania Commonwealth System of Higher Education (PCSHE); Pennsylvania State University; Pennsylvania State University - University Park; Columbia University; Pennsylvania Commonwealth System of Higher Education (PCSHE); Temple University
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/smj.191
• 发表日期: 2001
• 页码: 845-857
• 关键词: customer value analysis; market segmentation; finite-mixture models; simultaneous recursive equations; customer value management

摘要

In recent years, customer value has become a major focus among strategy researchers and practitioners as an essential element of a firm's competitive strategy. Many firms have been interested in Customer Value Analysis (CVA) which involves a structural analysis of the antecedent factors of perceived value (i.e., perceived quality and perceived price) to assess their relative importance in the perceptions of their buyers. We develop a statistical approach for performing CVA utilizing a recursive simultaneous equation model that is formulated to accommodate buyer heterogeneity. In particular, the proposed finite-mixture methodology allows one to estimate the relative effects and integration rules of perceived value drivers at the market segment level, as well as to simultaneously determine the (unknown) segments themselves. We demonstrate the utility of the proposed methodology via an actual commercial application involving a large electric utility company. Finally, we discuss the contributions of our research from the perspective of firm strategy and how it may be extended in the future. Copyright (C) 2001 John Wiley & Sons, Ltd.