Notice of RetractionThe Methodology of Identifying and Choosing Customer Values

Notice of Retraction

After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.

We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.

The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.

Improving customer value is important process for modern organization to satisfy customer´s needs and obtain competitive advantage. However, the process of identifying and choosing customer values is dynamic and full of subjective knowledge because individual worldviews and values are so different. The subjective characters of customer value bring organization managers an uncertain problem situation which the traditional methodology of hard system thinking can not solve. To solve this problematic situation, this paper employs social paradigm of functionalism and interpretivism to analyze the social action of customer value. It indicates that soft system methodology which derived from interpretive paradigm can integrate subjective and objective analysis to deal with identifying and choosing customers values.