The Evaluation Of Customer Satisfaction Degree On Juice Market

The juice industry is playing a more and more crucial role in solving the problem of fruit sale and thus increasing the income of fruit planters in China. Juice market bears great potential and Beijing juice market has become the limelight of juice competition. Based on Consumer Behavior Theory and Marketing Theory, the thesis studies the measurement of customer satisfaction degree on juice market, comprehensively applying the methods of system analysis, contrasting analysis and regression analysis.The acting mechanism of customer satisfaction and its relation with consumer behavior are analyzed, showing customer satisfaction affects consumer behavior and so company profits through its effects on customer loyalty. By contrasting three customer satisfaction evaluation models: the KANO model, Multilayer Fuzzy Evaluation and ACSI (American Customer Satisfaction Index ), a new model measuring CSI of juice market is set up based on the fundamental framework of ACSI and the advantages of ECSI and KANO. Corresponding evaluating index system is built.Customer satisfaction survey is conducted on Beijing juice market. Through PLS regression, the CSI values of the three most favored juice brands of Huiyuan Tongyi and Lulu are as followes: 87.52 80.61 and 74.30. It is also indicated that taste product safety price and brand reputation are the most important factors affecting customer perceptive. The analysis also shows there's no remarkable variance in the influences on CSI brought by the 14 measuring indices.