Empirical Study of Customer Value Evaluation Model for Telecom Enterprise Based on SEM

摘要

The theory of customer value has become the hotspot on the business management with the fundamental research and the practice application. The customer value has been recognized as the important source for competitive advantage. In this paper, the customer value of telecom enterprise's broadband services is researched as empirical case. Based on the improving of Woodruff's Customer Value Hierarchy Model, the evaluation model of telecom enterprise' customer value is established. Finally, the Structural Equation Model (SEM) is used for the establishment of corresponding mathematical model, and the testing of model assumptions with the data that is collected through questionnaire survey. The research result indicates: The model would help the enterprise to identify the strategic elements of the customer value, so it is significance for developing new products and marketing strategies.