Merchants Satisfaction Of Professional Market In Guangzhou

The development of professional market not only made tremendous contributions to the sustainable development of the national economy, but also greatly promoted social change and transformation in the structure. But with the deepening reform of market economy and industrial structure of the conversion in china, the professional market's functions and status tend to be weaker in economic development process.Merchant not only is one of business entities in professional market, but also is a carrier between professional market and customers. The viability operations of merchant is related to the professional market's reputation and brand.In order to respond to current challenges, we must strengthen the management of the businesses and enhance merchant's satisfaction.This article explains the satisfaction of business formation mechanism from two aspects of cognitive and emotional. In the course of business, how is the relationship between perceived service quality, disconfirmtion, emotions and satisfaction.First, a literature review about perceived service quality, disconfirmtion, emotions and satisfaction is stated. Combined with interviews of merchant, a questionnaire is desined. Second, in order to get a formal questionnaire, a pre-test questionnaire is done. Third, a formal investigation is completed. Forth, the date is analysised. Finally, the research finding is showed, and some management proposals are made about how to improve the satisfaction of merchant. Most of the findings of this study is demonstrated, the main conclusions are as follows:(1)Perceived service quality is posed by empathy, business environment, reliability and security.(2) Emotion is posed by positive emotions and negative emotions, which are two unipolar concepts.(3) Positive emotion is a partial mediator between perceived service quality and satisfaction.Also, positive emotion is a fully mediated variable between disconfirmtion and satisfaction.(4) Perceived service quality and disconfirmtion have no significant effects on negative emotion, negative emotion have no significant effects on satisfaction.(5) There is no difference among Merchants from different sources, different annual turnover and a different number of years of business in the professional market. There is no difference among Merchants with different education in perceived service quality,disconfirmtion and emotions.But there is difference among merchants on satisfaction.