| 渠道属性对顾客感知价值的驱动研究——以茶油为例 |
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| 作者单位： | ;1.广州大学工商管理学院;2.华南农业大学经济管理学院 |
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| 摘 要： | 在问卷调查基础上,探讨渠道属性对顾客感知价值的驱动。研究结果表明:渠道服务质量越好,顾客感知价值越高;渠道风险越小,顾客感知价值越高。据此,提出降低渠道风险、提高渠道服务质量、创新营销模式等建议。
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| 关 键 词： | 顾客感知价值 驱动因素 渠道属性 茶油 |
The Effect of Channel Properties on Customer Perceived Value——Evidence from Camellia oil |
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| Institution: | ,School of Business,Guangzhou University,College of Economics and Management,South China Agricultural University |
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| Abstract: | On the basis of questionnaire survey,discussed the drivers of channel properties to customer perceived value. The results show that the better the channel service quality,the higher the customer perceived value; the smaller the risk of channel,the higher the customer perceived value. On this basis,put forward to reduce the risk of channels,improve the quality of channels service,innovative marketing model. |
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| Keywords: | customer perceived value drivers channel properties camellia oil |
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