The Theory and Empirical Research of Services Marketing Measures Based on the Perceived Value

Abstract

4C theory is proposed in a context of demand-oriented market, take customer satisfaction as the top priority pursuit. compare with 4P theory which is product-oriented, customer-oriented theory of 4C has been great progress and development, 4C theory widely used by corporate. With the continuous deepening of the practice, value is growing importance, prompting companies must develop 4C marketing Countermeasures onto a new level. On this basis, this paper proposes point of view about the use of 4C marketing Countermeasures to create perceived value for the customer, and to build object-hotel services as empirical structural equation model to verify the significant positive correlation between marketing measures and perceived value.