Development of a multi-scale model for customer perceived value of electric vehicles

Electric vehicles (EVs) are now widely acknowledged as a potential ideal means of transportation in the near future in terms of environmental protection and oil crisis. The possible success of the future market for EVs is based on how much of EVs’ value can be perceived by their potential customers. Thus, research on customer perceived value (CPV) of EVs can help us, and especially EV manufacturers, understand the main factors contributing to CPV and how to design suitable EVs that can yield higher CPV. This paper first constructs a multi-scale model for the measurement of CPV based on surveys conducted at Shanghai, China. Then, the decision-making trial and evaluation laboratory method is applied to evaluate the importance of every scale and depict the internal relations among different scales on the impact-relations map (IRM). Further, a novel version of the house of quality is created to conduct technical feasibility analysis for the improvement of each scale. Finally, market segmentation for EV industry is proposed and discussed based on the analysis of the IRM, which could be a practical strategy for EV manufacturers to design appealing EVs and deliver the proper value at the right cost to the right people.

[1]  C. Fornell.  A National Customer Satisfaction Barometer: The Swedish Experience: , 1992 .

[2]  Suzanna Long,et al.  Barriers to widespread adoption of electric vehicles: An analysis of consumer attitudes and perceptions , 2012 .

[3]  H. Kaiser.  An index of factorial simplicity , 1974 .

[4]  Wolfgang Ulaga,et al.  Measuring Customer- Perceived Value in Business Markets A Prerequisite for Marketing Strategy Development and Implementation , 2001 .

[5]  Hsing-Pei Kao,et al.  Rating the importance of customer needs in quality function deployment by fuzzy and entropy methods , 1999 .

[6]  Wen-Hsien Tsai,et al.  Selecting management systems for sustainable development in SMEs: A novel hybrid model based on DEMATEL, ANP, and ZOGP , 2009, Expert Syst. Appl..

[7]  Raquel Sánchez-Fernández,et al.  The concept of perceived value: a systematic review of the research , 2007 .

[8]  J. Hauser.  How Puritan-Bennett Used the House of Quality, , 2002 .

[9]  Chia-Chien Hsu,et al.  The Delphi Technique: Making Sense of Consensus , 2007 .

[10]  Heesup Han,et al.  The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions , 2008 .

[11]  Gwo-Hshiung Tzeng,et al.  Identification of a threshold value for the DEMATEL method using the maximum mean de-entropy algorithm to find critical services provided by a semiconductor intellectual property mall , 2009, Expert Syst. Appl..

[12]  A. Khalifa.  Customer value: a review of recent literature and an integrative configuration , 2004 .

[13]  Jiunn-I Shieh,et al.  A DEMATEL method in identifying key success factors of hospital service quality , 2010, Knowl. Based Syst..

[14]  R. B. Woodruff,et al.  Customer value: The next source for competitive advantage , 1997 .

[15]  Gwo-Hshiung Tzeng,et al.  Constructing a cognition map of alternative fuel vehicles using the DEMATEL method , 2009 .

[16]  Gwo-Hshiung Tzeng,et al.  Evaluating intertwined effects in e-learning programs: A novel hybrid MCDM model based on factor analysis and DEMATEL , 2007, Expert Syst. Appl..

[17]  H. Hu,et al.  How determinant attributes of service quality influence customer-perceived value: an empirical investigation of the Australian coffee outlet industry. , 2010 .

[18]  V. Zeithaml.  Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence: , 1988 .

[19]  Samuel DiGangi,et al.  Assessing unidimensionality: A comparison of Rasch modeling, Parallel analysis, and TETRAD , 2007 .

[20]  Felix Eggers,et al.  Where have all the flowers gone? Forecasting green trends in the automobile industry with a choice-based conjoint adoption model , 2011 .

[21]  Wei-Wen Wu,et al.  Developing global managers' competencies using the fuzzy DEMATEL method , 2007, Expert Syst. Appl..

[22]  Barbara L. Gross,et al.  Why we buy what we buy: A theory of consumption values , 1991 .

[23]  Susan Carlson Skalak.  House of Quality , 2002 .

[24]  R. Batra,et al.  Measuring the hedonic and utilitarian sources of consumer attitudes , 1991 .

[25]  Zhenhong Lin,et al.  Who Will More Likely Buy PHEV: A Detailed Market Segmentation Analysis , 2010 .

[26]  C. Fornell,et al.  The American Customer Satisfaction Index: Nature, Purpose, and Findings , 1996 .

[27]  Ann Vereecke,et al.  How to optimize knowledge sharing in a factory network , 2009 .

[28]  Heiko A. Gracht,et al.  A dissent-based approach for multi-stakeholder scenario development — The future of electric drive vehicles , 2013 .

[29]  M. Holbrook.  Introduction to consumer value , 2002 .

[30]  Sherriff T. K. Luk,et al.  The Devil Wears Prada or Zara: A Revelation into Customer Perceived Value of Luxury and Mass Fashion Brands* , 2010 .

[31]  Christopher O'Brien,et al.  Global manufacturing and the sustainable economy , 2002 .

[32]  Hsin Hsin Chang,et al.  The Moderating Effect of Customer Perceived Value on Online Shopping Behaviour , 2011, Online Inf. Rev..

[33]  W. Bearden,et al.  Selected Determinants of Consumer Satisfaction and Complaint Reports , 1983 .