Before customers buy goods, will by

Before customers buy goods, will by itself experience, related to media publicity, corporate image among the public and other customers' word of mouth for goods or services, such as functional value, emotional value and social value, form a kind of psychological expectation, to determine the product or service standard in my mind, to the enterprise to provide a product or service will be looking forward to. Customers in the purchase and use a specific product will produce their own feelings, to its value in the process of consumption, if the actual perception to reach even exceed customer expectations, some factors such as interest and quality level is beyond the customer expectations, then he will choose to buy this goods, increase the customer's perception of the value of this merchandise, but also will improve his enterprise's trust. Customer expectation value reveals the current situation and trend of customer demand, which is the basis for customers to make purchase decisions. In the process of consuming products, customers always compare their perceived value with their expected value, and the result of the comparison directly affects customers' satisfaction with the enterprise. Only when the customer's perceived value is greater than or equal to the customer's expected value will the customer be satisfied or even loyal. Effective management of customer expectation is an important way for enterprises to improve customer perceived value. The customer's expectation of the value of the product or service provided by the enterprise depends on his expectation of many factors, such as convenience and reliability, which are called components of the customer's expectation value. Customers with different gender, age, income and hobbies have different value expectations for the same product, and inconsistent expectations will have certain impact on satisfaction assessment. The value components will also be different, and the differences in customer expectation value components provide a basis for market segmentation and other marketing decisions.