作为竞争优势重要前因的顾客价值:一个实证研究

迈克尔·波特与Woodruff 都提出顾客价值是竞争优势的源泉的观点,但至今尚没有实 证. 现采用两阶段论证法,首先借鉴已有的相关研究和实证数据论证顾客忠诚是竞争优势的前 因,然后通过总结消费者行为倾向前因的已有研究成果,将顾客价值纳入其中,利用货车柴油 发动机市场上获得的调查数据,证明了顾客价值是顾客忠诚的最重要前因,得出了顾客价值是 竞争优势的重要前因的结论.

Customer value as the most powerful antecedent of competitive advantage : An empirical study

Lacking of competitive advantage (CA) becomes increasingly serious in 21 century. Researchers and practitioners pay great attention to exploring the resource of competitive advantage. Both Michael Porter and Woodruff have presented that customer value is the resource of competitive advantage in theory. But there is no em2 pirical resuts is rare in literature. The paper deals with this issue with two stages. Firstly , it is shown that customer loyalty is antecedent of competitive advantage based on the existing empirical study. Then , customer value is intro2 duced into the antecedent of behavior intention by reviewing the existing researches on antecedents of behavioral in2 tention. It is tested in this paper , by using the data of diesel motor in China , that customer value is the most impor2 tant antecedent of behavioral intention. Further , it is confirmed that customer value is the most important factor for any company to remain competitive advantage