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Perceived Value Case Study

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The theoretical base of this study is defined as the evaluations of how the perceived value affects the customer satisfaction with brand pages, loyalty and final outcome related to the positive word of mouth. Khan (2010) indicates that the relational dimensions of customer perceived value were neglecting the physical product. It is dynamic and important in relationships with the value creation. The hypotheses will show in this chapter and research model in figure 1. Customer perceived value is suggested to analysis how the perceptions influence customer satisfaction. The customer value is a kind of trade off within the benefits and sacrifices. Demirgünescedil (2015) and Chow and Shi (2015) previous studies indicate that it has four constructs …show more content…
Kim, Jin, Kim and Shin (2012) stated that "Functional value means that users satisfy desires characterized by practical objectives and needs" (p.307). The information quality provides unique information on the page with valuable resources, the higher information quality with brand fan pages will raise the result of satisfaction. Product-related learning including usage, solution and latest technology, the enhancement of knowledge will raise the value to satisfaction with brand pages. The functional value is the economic and quality contribution to cognitive bias, Demirgünescedil (2015) study found that the functional value is an important construct of the customer satisfaction. A recent study by Chow and Shi (2015) found that the economic benefits on the brand pages with greater exclusive offer, reward and coupon will bring the customer satisfaction. With high quality information, useful contents and provides incentives for the brand fan pages, customers will have higher chances to spread positive word of mouth. Therefore, it is hypothesized …show more content…
Kim et al. (2012) mentioned that "Emotional value is the emotional satisfaction or level of pleasure people experience from the consumption of goods or services. Because people generally do not experience negative feelings when they purchase goods or services, emotional value generally refers to positive feelings, including pleasure, satisfaction, and happiness" (p.307). The entertainment is provided eye-catching and interesting contents on the brand fan pages, the more interesting contents draw on the brand fan pages will raise the result of satisfaction. Gupta and Kim (2007) indicated that arousal was the attitude to predict the customer’s emotional value “Arousal refers to the degree to which a person feels excited, stimulated, alert or active in the situation. Arousal represents the degree to which a member feels excited about interacting with other Virtual Community (VC) members. Members may feel aroused to interact in the VC depending on the type of interaction in the VC or the environment of the VC. Usually, members become stimulated to interact because of interesting discussions in the VC” (p.33). Chow and Shi (2015) study found that arousal is the way to attract and get customer attention by the interesting conversations with the brand fan pages, the value of satisfaction and willing to spread positive word of mouth with brand pages will increase if the customer think the

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