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

Rui Miao, Fasheng Xu, Kai Zhang, Zhibin Jiang

Research output: Contribution to journalArticlepeer-review

32 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)4820-4834
Number of pages15
JournalInternational Journal of Production Research
Issue number16
StatePublished - Aug 18 2014
Externally publishedYes


  • DEMATEL method
  • customer perceived value
  • electric vehicles
  • market segmentation
  • the house of quality

ASJC Scopus subject areas

  • Strategy and Management
  • Management Science and Operations Research
  • Industrial and Manufacturing Engineering


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