顾客价值构成要素与对顾客重购行为的影响.研究

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1、Abstraetlessrelevant，andthenusingexploratoryfactoranalysistodetect,foundoutthefactorstructureofseedindustrycustomervalueelements；Confirmedthetwopossiblefactorstructurebyusingconfirmatoryfactoranalysis，chosenbetter,andtesttheirreliabilityandthevalidity,andultimatelybuildacu

2、stomervalueelementsoftheseedindustrymodel．Onthisbasis，theestablishmentofseedindustrycustomervalueelementsofthecustomerrepurchaseimpaCtmodelbasedonthestudyrelatedtotherelationbetweenthecustomervalueandcustomerrepurchasebehavior,andthetheoryofseedmarketfactorsaffectingcustom

3、erpurchasingbehavior；usingLogisticregressionanalysistoempiricalanalyzethemodel，andultimatelybuildacustomervalueoftheseedindustryontheelementsofcustomerrepurchaseimpactmodel．Throughresearch，themainconclusionsare．"(1)Seedindustrycustomervalueelementsmainincluding‘‘seedqualit

4、y'’、‘'brand’’、‘‘seedprice'’、‘'technicalservice'’；Amongthem，‘‘seedquality'’including‘‘output'’，‘‘germinationrate'’，‘‘rateofoiloutput"and‘‘resistance'’，‘‘band'’including‘'brandawareness’’and‘'brandreputation’’，‘‘seedpried’including‘‘reasonableprice'’，‘‘pricecompetition'’，and

5、‘‘technicalservice'’including“buyrecommendations”，“plantingdemonstration'’and“technicalservice'’；Therelativitybetween‘‘seedquality'’andcustomervalueisthestrongest，followedby‘'brand’’，‘‘seedprice'’and‘‘technicalservice'’．(2)Thethreeelementsof‘‘seedquality'’‘'brand'’and‘‘see

6、dprice'’impactthefarmersrepeatpurchasesignificantly,farmer’Sageandeducationlevelalsoimpactthefarmersrepeatpurchase；Theimpactof‘‘brand'’onfarmersrepeatpurchasebehavioristhemostimportant，followedby‘‘seedquality'’，then‘‘seedprice"，theimpactofageandeducationlevelonfarmerrepurc

7、hasebehaviorissmallerthantheabovethreefactors；Thedegreeofimpactoffourcategoriesofcustomervalueelementsonthefarmersre-purchaseisnotconsistentwiththeweightthattheyintheoverallcompositionofcustomervalue．Basedontheseconclusions，thispaperputforwardfourproposalstotheseedcompanie

8、s：(1)Establishbrandawareness，enhancebrandimage．(2)Optimizetheproductperformancesuchasseed