The Sensitivity Analysis of a Customer Value Measurement Model

Abstract

Under the condition of increasing competition, it is more and more important to find customers’ current needs, and tap the potential demand of customers. In the process of value creation, enterprises is not only concerned about the external physical variables which impacts customer value, but also should takes full account of intangible factors which affect consumer decisions. Based on the analysis of existing customer value measurement model, by importing the factor “lifestyle”, we build a new model of customer value measurement. By means of sensitivity analysis of demand for customer value, it explains different valuations of the customer in different circumstances as well as different value judgments among different customers, and provides a dynamic guidance to marketing practice of enterprises.