Research On The Model Of Consumer Satisfaction

In the present, the research on the theory of customer satisfaction is a hotspot not only in academe, but also in the application research field. Although a lot of scholars have taken on the research, the theory and model built-up is not mature absolutely, most of which are in the exploration and need more development and improvement.Through deeply comprehending consumer psychology, consumer behavior and marketing, a new consumer satisfaction model is built on the predecessors' research. Firstly, on the basic of analysis, suppose there are some cause-effect path relationships among each latent variable. Then compute the coefficients, test the existence of each path, modify the model and arrive at a final consumer satisfaction model. Secondly, pay more attention to the influence of consumer characteristic to all latent variables and by demonstration, test the influence degree of social economics characteristic of population and personality metal characteristic. Thirdly, on the methodology, apply partial least-squares regression to deal with the multi-correlation effectively and represent the advance of PLS. The whole analysis process has been accomplished by SAS/STAT software.The main content of this thesis includes six components:1. Expound the purpose and meaning of consumer satisfaction and introduce the situation of research and developing trend around home and overseas. On this basis, put forward the main research idea and innovation in the paper.2. Expound basic theory of consumer satisfaction. Respectively explain the connotation from satisfaction compared with expectation, satisfaction in specific business, accumulation satisfaction, analyze the basic characteristic and developing theory, all of which makes academic foundation of this paper.3. The theory about model built-up and factors analysis composing the model. Analyze the development of quality ideas and all impact factors of model such as consumer expectation, consumer apperception, consumer satisfaction, consumer loyalty and consumer characteristic and arrive at the measuring content of all impactfactors, then make sure of the stand and research direction in this paper.4. Statistics analysis method about data processing. From the beginning of multi-correlation, point out some problems in consumer satisfaction research. By comparing the advantage and disadvantage with principal components analysis andcanonical correlation analysis, introduce a new method----PLS dealing with theproblems mentioned above, and then explain the principle and compute process, all of which make methodology foundation for data processing.5. Demonstration. For example of consumer satisfaction of the mobile telephone market, by designing the index system and questionnaire, collect data to compute all path coefficients, and analyze the relationships of these latent variables, then modify the model. At last, arrive at a final model. Through measuring consumer characteristic, analyze the influence of consumer characteristic to those latent variables.6. Conclusion and prospect.