The Theoretical And Empirical Research On The Wood Floor Product Customer Satisfaction

With the rapid development of the wood floor industry recently, the Enterprises' competition is getting more and more intense. With the change of demand and supply relationship in the marketing and the transition of customer's consumption conception, more and more enterprises pay more attention to increasing customer satisfaction in order to enhance the market share of produce and core competitiveness. As a big wood floor nation, we are behind in the research of wood floor product customer satisfaction, and have not formed a mature and practicable customer satisfaction model and measurement system.The article analyzes the importance of wood floor product customer satisfaction research, summarizes the research on development of wood floor industry and the customer satisfaction theories from home and abroad.From the angle of general customers, the article analyzes the purchasing behavior, decision process and influencing factors of wood floor customers. On the basis of analyzing the classical customer satisfaction index models, the paper designs measurement system for wood floor product customer satisfaction, carries out the related research hypothesizes, and constructs the wood floor product customer satisfaction model. Therefore, the questionnaire of wood floor product customer satisfaction is formed. Taken the customer in Jinan as an example, the paper carries out wood floor product customer satisfaction explore model based on testing the experiment model by the small sample. The wood floor product customer satisfaction model is constructed by on the big sample. Multi methods, such as descriptive statistics analysis, partial correlation analysis, structural equation model, are used in the paper to analyze the reliability and quality of data. Result shows that the model has a good fit with the data and the major research hypothesizes are verified by the data collected. Based on the empirical result, some good proposals are given in the paper.At last, some good conclusions are drawn from the paper as follows:perceived quality on product, perceived value, perceived quality on service are positively related to customer satisfaction; image is positively related to customer satisfaction; expect is negatively and insignificantly related to customer satisfaction; wood floor product customer satisfaction has the decisive effect on loyalty; different customer has discrepancy in customer satisfaction. The author hopes that the paper can give a hand in upgrading the customer satisfaction for wood floor enterprises, therefore, increasing the enterprise's competitive power.