Research On Customer Satisfaction Based On Customer Post-purchase Evaluation

With the rapid development of technological advances, changes in market demand means and enhancement of the customer awareness has brought the focus changes of business competition. In order to be in an invincible position in market competition, enterprises should not simply be on the pursuit of statistics on market share, but should be more concerned about the quality of market share.It means that we should pursue the quality of customer loyalty .Customer satisfaction is a necessary condition for customer loyalty, a core content of the modern enterprise marketing is customer satisfaction, high degree of customer satisfaction is the source of corporate profit.The purpose that we have studied customer satisfaction is achieving customer loyalty. However, in order to achieve customer loyalty, first of all ,it needs to make customers have a minimum level of satisfaction.If customer satisfaction is below this level, customer loyalty will be significantly decreased.If customer satisfaction is up the certain range of this level, customer loyalty will not be affected. But if it reaches a certain high degree of satisfaction ,customer loyalty will be quickly improved and strengthened.Both are highly relevant and they are inseparable.Customers in the initial purchase and use of products or services, will evaluate previous purchase behavior to decide whether to continue after the purchase and use. Post-purchase evaluation is the evaluation of consumer purchased goods through the use of their own or through other people's assessment, to meet their needs'feedback, to reconsider whether to purchase such goods is the right choice.So concerning on customers post-purchase evaluation for the business is of great importance to please the customers, improve customer satisfaction, strengthen customer loyalty to their products, thereby win the market. Customer satisfaction is the perception and attitude through the post-purchase evaluation process.A high degree of customer satisfaction with the products of enterprises will be given a good rating, repetitive and may form a brand loyalty, and unsatisfied customer may stop buying, converse brands and even spread adverse information of product negatively, to cause business negative impact.The purpose of the thesis is in-depth analysis of previous purchase behavior of customers.From the post-purchase evaluation, through the amendment of Expectation-Disconfirmation Paradigm,we propose that customer satisfaction is disappointed, regret, unfair function, and based on the function, through customer satisfaction and customer loyalty dynamic analysis, we get such a conclusion: only making the high degree of customer satisfaction, we can get truly loyal customers.It means that in order to achieve true customer loyalty, we must make customer high degree of customer satisfaction.It provides the basis for making enterprises understand their customer satisfaction, correct implementation of strategies based on customer satisfaction. It also provides theoretical support and practical reference so as to improve the market competitive ability of China's enterprises.The overall thesis is divided into four parts.The first part is the chapterⅠandⅡ.The main content is introduction and review of relevant theories.ChapterⅠmainly explains the current situation at home and abroad as well as the research ideas and research methods of the paper.ChapterⅡis review and finishing systematically about consumer behavior theory, customer value theory, the attributed theory .Above the relevant theoretical research results of this field has laid a solid foundation. Customer value theory, to a certain extent, and building customer satisfaction have in common. Research and development of customer behavior theory and the attributed theory requests customer post-purchase evaluation, and make the rearch about customer post-purchase evaluation possible. The content of this part is the basic starting point and theoretical basis of this paper.The second part is the third chapter of the thesis. The main content is the basic concepts defined,including post-purchase evaluation, customer satisfaction, customer loyalty. Post-purchase evaluation, customer satisfaction, customer loyalty refered to the thesis was strictly defined.At first, we analyze the affecting factors of post-purchase evaluation and the impact of post-purchase evaluation to post-purchase behavior .Secondly, we analyze the connotation of customer satisfaction, its features and its affecting factors. At last ,we analyze the connotation and type of customer loyalty. It lays a theoretical foundation for the amendment of Expectation-Disconfirmation Paradigm and the research about customer satisfaction and customer loyalty dynamic relationship.The third part is the chaptersⅣandⅤ. Its main content is the amendment of Expectation-Disconfirmation Paradigm and the research about customer satisfaction and customer loyalty dynamic relationship..In the chapterⅣ, regret and unfair are introduced the general Expectation-Disconfirmation Paradigm and we promote customer satisfaction is disappointing, regret, unfair function. Taking into account that the disappointment, regret, unfair are the negative emotions, thus taking into account that they will affect customer satisfaction rating, in a broad sense, the customer satisfaction should be defined as: after customers pruchase or use a product or service, they felt the state of the joy,non-Unfortunation, the psychological balance.Correspondingly, if one standard among them is not meeted ,the customers will be unsatisfied.As the purpose of our study about customer satisfaction is achieving customer loyalty, in ChapterⅤ, based on the definition of customer satisfaction in ChapterⅣ, customer satisfaction and customer loyalty dynamic relationship is discussed with no constraints and constraints.At last ,we analyze customer satisfaction with the impact of customer loyalty mechanism and we promote the enterprise's management proposals. We have such a conclusion: improving customer satisfaction is an effective way to cultivate customer loyalty.Customer satisfaction constitutes the necessary conditions of customer loyalty, in order to achieve true customer loyalty, enterprises should attach importance to customer satisfaction, not only make customer satisfaction, but also make the high degree of customer satisfaction.The fourth part is the ChapterⅥ, the main content is the proposal to enhance China's enterprise customer satisfaction, in order to achieve customer loyalty better.According to the analysis on customer satisfaction , customer loyalty and customer post-purchase evaluation, this chapter promotes three suggestions of improving customer satisfaction for China's enterprises:(1) to establish truly customer-oriented philosophy. (2) to research on customer needs and desires, and to guide customers to establish a scientific standard of comparison.(3) to establish customer post-purchase evaluation system.