The Evaluation Research On The Customer Satisfaction In Digital Camera

In the increasingly competitive market environment, customers are valuable resources, the stable customer resources are important asserts for enterprises in the fierce competitive market. Customer Satisfaction as the maintenance of customer resources and reduce customer churn marketing tool is the enterprise survival and development of protection. High customer satisfaction is the fundamental way to develop customer loyalty and to increase corporate earnings;low customer satisfaction result the loss of customers and the customer complaint problem,it is the bottleneck restricting the development of enterprises. Therefore, customer satisfaction research has been the concern around the academic and business.During a decade of development, digital cameras in China has entered a rapid development period, domestic enterprises how to seize the opportunity to accelerate development is the key to business survival. CCW Research have shown that Chinese-made digital cameras is not high customer satisfaction, but customer satisfaction can provide a high-profit benefits, so they should be concerned about customer satisfaction and they must make customer satisfaction as the business strategy during the coming period.During reading a large number of literature and the combined characteristics of the digital camera industry, the research develop a theoretical model of digital camera customer satisfaction and assumed the influences factors by the critical incident technique.Then through the empirical research and the factor analysis model to revise assumptions, and use the revised digital camera key customer satisfaction seven factors study the overall satisfaction about the Aigo DC, the seven factors includ the level of image quality, camera basic performance, the camera design, services, competitiveness, facilitation services, camera brand value. Through factor analysis and regression analysis to determine the corresponding factors, the research determines the indicators and factors on the overall satisfaction with the weight, and then it apply the application method to calculate the weighted average impact factors of satisfaction and overall satisfaction, it also analyzed and compared an important degree of customer satisfaction and customer expectations by the quarter of graph model and GAP5 gap model.The research sum up the digital camera customer satisfaction conclusion as follows:(1)China's digital camera customer satisfaction can be measured by seven factors,such as image quality, basic performance of the camera, camera design, services, competitiveness, facilitation services, the value of cameras and camera brand;(2)Image quality, camera features and camera basic product value have a significant impact on on the digital camera customer satisfaction;(3)Measure Digital Camera Customer Satisfaction Index;(4)Digital camera's overall customer satisfaction have a strong correlation with the customer loyalty and the customer complaints.