Research Of The Environment Uncertainty Impacting On Customer Satisfaction

Gaining customer satisfaction is a key point of competition in the market. However, in the organization markets, with globalization, innovation and technology development, organizations face increasing environmental uncertainty. Organizational buying decision was increasingly been affected by environmental factors. In organization market, how to get customer satisfaction in such kind of uncertainty environment is very important for suppliers which provide product or service to organization market.The background mentioned above is the start point of this article, the majority of customer satisfaction research focus on the individual consumer however, studies for customer satisfaction of organization market is very seldom.By study past research, the author found that the affecting factor of customer satisfaction is different between individual customer and organization market, that may related to the difference of individual and organization market. (Jones wood, 2007). For organization market, environmental uncertainty is a key factor which affects customer satisfaction through a certain path. To explore the mechanisms, by reviewing the literature of customer satisfaction, the author believes that "expectations-inconsistent" theory and "service quality" paradigm to explain the customer satisfaction of organization market can be a good choice. In these mechanism, service quality and "assessment set," work as intermediary variables. At the same time, environmental factors have been subdivided into the internal environment and external environment, and similarly, environmental uncertainty is divided into uncertainty of internal environment and uncertainty of external environment. Literature before shows that uncertainty of external environment effect on the "assessment set," while uncertainty of internal environment has a direct effect on the quality of service, "assessment set," and service quality while at the same time act on customer satisfaction. That's how this research framework and assumptions shape. This study chooses organizational buying broadband network as the research background, and adopts qualitative and quantitative methods together to tests the fitness and explanation of the model.The main contents and conclusions are the following:1,This article raised the customer satisfaction model of organization market.2,This article introduce "service quality" and "assessment set" into the model as intervening variables based on "expectations-inconsistent" paradigm, which in the past had never been mentioned.3,Through the empirical analysis, theoretical assumptions presented in this paper all have been verified, they are:Assumptionl:The perception of external environment's uncertainty will increase the" assessment set"Assumption2:customer perceptions of the internal environment's uncertainty will be negatively affecting their perceptions of the quality of service.Assumption 3:The bigger customer percepts the "assessment set" are the less customer feel satisfaction for existing transaction.Assumption 4:An increase in perceived quality of service will be a positive influence on the relationship satisfaction.The innovation points of this article are:1,Proposed customer satisfaction models of organization market, and introduce "environmental uncertainty" variables into models, found that satisfaction of organizational buying mainly rely on the perception of the environment. Past satisfaction study focused on the individual consumer market, and past research about organization purchase seldom touched on satisfaction evaluation, combine "satisfaction" and "organizational purchase", become the starting point and also innovation point of the study.2,The article introduce "service quality" and " assessments set" as an intermediary into the model, which has not been studied in past research.