What do customers think of the hotel?

Customer Perceived value (customer perceived value)

Value (CPV) is the overall evaluation of the utility of a product or service after weighing the perceived benefits of customers and the costs they pay when obtaining the product or service. Customer perceived value reflects customers' subjective cognition of the value of products or services provided by enterprises, which is different from the objective value of products and services.

Customer perceived value

brief introduction

1. People don't buy things, but their expectations. Consumers hope to realize certain customer value in the transaction process. The essence of customer value is customer perception, that is, customers' subjective perception of the process and results of interaction with an enterprise, including the comparison and balance between the gains and losses of customer perception.

2. Customer perceived value refers to customers' subjective cognition of the value of products or services provided by enterprises, which is different from the traditional concept of customer value. The latter refers to the value that enterprises think their products or services can provide to customers, which belongs to the cognitive orientation within enterprises; The former refers to the value judgment of customers on products or services provided by enterprises, which belongs to the cognitive orientation of external customers.

3. Feeling and perception are the primary stage of cognitive activities. Feeling is the reflection of human attributes, such as the reflection of information such as color, taste and temperature in the mind, which constitutes human feelings. Different people look at the same thing in different ways at the same time and come to different conclusions. Similarly, the same person looks at the same thing in different ways at different times and draws different conclusions.

4. Perception is the process of identifying, analyzing and selecting input information to obtain results. People receive information through their senses, such as "seeing, hearing, smelling, tasting and touching". Although a lot of fragmentary information was obtained, only a part of it became perception. Perception is a comprehensive reflection of the attributes of things on the basis of feeling.

5. This phenomenon is selective attention.

Note): People are exposed to many stimuli all the time. In the face of numerous stimuli, people are more likely to pay attention to the stimuli related to current needs, the stimuli they expect and some stimuli that deviate greatly from normal conditions.

6. Feeling and perception are collectively called perception. Consumers' perceptual psychological activities are the basis of other consumer psychological activities. Consumers' perception is sometimes inconsistent with reality, but this "perception" is of great significance to consumers' behavior.

Value core

The core of customer perceived value is perceived benefit (perception

Interest) and perceptual sacrifice (perceptual sacrifice)

Trade-offs between). This concept contains two meanings: first, value is personalized, which varies from person to person, and different customers perceive different values for the same product or service; Secondly, value represents the balance between utility (revenue) and cost (cost), and customers will make purchase decisions based on their perceived value, not just relying on a single factor.

App application

Cultivating the core competitiveness of enterprises based on customer value is to integrate the internal and external resources of enterprises, provide customers with expected value and create the industrial organization and management form of the future market through the analysis and prediction of customer expected value and environment. To cultivate the core competitiveness of enterprises based on customer value, we must first identify and understand the expected value of customers in the target market. By cultivating enterprises' industrial insight, we can go beyond the existing products and markets, find the value areas that customers have always attached importance to, and establish superior skills in these areas. Therefore, the construction of enterprise's core competitiveness is a management process of inspection, analysis, discovery and innovation.

1. Analyze competitors.

2. Research and identify the perceived value of target customers, and find out the value areas that customers are most concerned about.

3. Focus resources on key value areas.

4. Use the value chain to realize the competitive advantage of the alliance.

5. Cultivate the ability of resource integration.