The Theory and Empirical Study on the Sensation Scenario Analysis Based on the Customer Perceived Value

As the perceived uniqueness of the service sector not only has the characteristics of the service itself, while the customer perceptions of quality expectations is difficult, as easy-to-measure benefits such as goods, how to determine and achieve customer perceived value will be of particular importance. In this paper, cognitive psychology, the concept of the environment, competitiveness, competitor information, and other scenario analysis, and construct structural equation model, to validate the perception scenario the impact of perceived value to the customer.