标题：An analysis of discerning customer behaviour: an exploratory study
作者：Wen De-cheng; Cheng Li-ying
作者机构：[Wen De-cheng; Cheng Li-ying] Shandong Univ, Sch Management, Jinan 250100, Peoples R China.
通讯作者地址：[Cheng, LY]Shandong Univ, Sch Management, Jinan 250100, Peoples R China.
来源：TOTAL QUALITY MANAGEMENT & BUSINESS EXCELLENCE
关键词：the discerning customer; customer behaviour; response; game matrix
摘要：The customer who shows picky behaviour is the hardest group to fulfil with the existing products, which hampers the efforts of enterprises to grasp customer requirements accurately. The purpose of this article is to present and discuss the significance of managing and responding to these discerning customers for the enterprise. By analysing the internal mechanisms and external behaviour representation, the basic characteristics of discerning customers were defined. Combined with the analysis of discerning customers' value, this article established the interaction model between the discerning customers and enterprises' response from the two perspectives of enterprises and customers. Gaps and propositions to stimulate future research about discerning customers are offered. Finally, the three-dimensional game matrix of discerning customers and enterprises revealed the win-win results which can help enterprises make effective decisions to increase the competitiveness of the product or service.