Research on Components and Measurement of Customer Value in Business to Customer Market

This paper studies the forming process of customer value based on grounded theory. Through mining the factors and analyzing the relationship between them during the customer value formation, the model of customer value is constructed in a business to customer market. At the same time, we build the measuring model and propose four types of customer measurement: the measurement of each factor of customer value and their importance, the measurement of the relationship among each factor of customer value components, the measurement of the effect from external factors to customer value and the measurement of customer value changing with time. Finally, we make an empirical study utilizing conjoint analysis on the first kind of measurement.