An Exploration of the Customer Value in the Travel Agency Marketing
ZHANG Wen-jian, FAN Hui
The customer value is a collective effect of an enterprise' s attributes, products and services . It is a result of the increment of customers benefits that can be evaluated by the customers. This recognition is different from some definitions that emphasize the content of customer value. It stresses the structure of customer value, thus finding a way to prove the customer value in travel agency marketing. The customer value has five elements: attributes of product, attributes of service, attributes of image, attributes of price, and attributes of relation. On the basis we put forward some methods of improving a travel agency s customer value: evaluating the situation of customer value through a series of indexes in marketing practice, sequentially finding out the main driving factors in the whole value system, and then realizing the value delivered to customers by the travel agency through a study and improvement of those main driving factors.