Customer-Perceived Value Impacting on Customer Satisfaction, Brand loyalty, and Behavioral Intentions - An Empirical Study of Cell Phone Users

Based on literature review, this paper puts forward the constitution of customer perceived value at first. Then, we set up the model and scale of CPV impacting on consumer buying behavior. Furthermore, we tested the hypothesis by survey of cell-phone users in Wuhan. At last, we got results and implications. In addition to the four dimensions in terms of customer perceived value approved by Sweeney PERVAL model, the service / personal value and brand value are another two important dimensions of CPV. Customer perceived value has direct and significant impact on behavioral intentions. A satisfied customer may not necessarily result in behavioral intention, but a brand loyal customer will result in strongly behavioral intentions, namely repurchase, positive word of mouth, and cross-purchase.