Study On The Consumption Emotion Factors Within Customer Satisfaction And Customer Loyalty

Under the contemporary competition environment, causing and improving the customer satisfaction and customer loyalties is one of the main ways that the business promotes the competition abilities. Taken customer satisfaction and customer loyalties as the study background, the dissertation carried on the thorough research to the customer consumption emotion. The mainly work and the contents in the paper are listed as follows:Firstly, the textual research background and meanings are elaborated and the topic and concrete targets of this research are put forward, too.Secondly, the related researches about customer consumption emotion, customer satisfaction and customer loyalty are carried to review by the numbers. The contents and the basic characteristics about customer satisfaction and customer loyalty are carried on overall analytical in the view of consumption emotion. The correlation among the customer consumption emotion, customer satisfaction and customer loyalty is discussed roundly.Thirdly, the customer consumption emotion concept model, in which consumer consumption emotion, visible facilities, invisible service, consumer satisfaction, emotion bonds and consumer loyalty are included, are put forward. The theory assumptions among all concepts are established.Fourthly, after the basic contents of the Structural Equation Modeling (SEM) were introduced, the investigation design and the whole process of the questionnaire development were detailedly elaborated. The data analytical method and steps were discussed. The questionnaire was examined and revised through the pre-investigation and the formal inquisition questionnaire was developed. The consumer consumption emotion structural equation model was established.Fifthly, based on the elaboration on the formal investigation principle and process, the super market was taken as the research object. According to the inquisition data, the SEM method was used and the competition models were compared. The research model was given necessary correction and the research results were discussed. As a result, the model has a good fitness to the data. Therefore, we draw a conclusion that the doings to explain the customer satisfaction and the customer loyalty according to the consumer consumption emotion is rational and science.