The Research Of Customer Satisfacion In KeLi Electricity

There is fierce competition faced by appliance makers after nearly twenty years of electrical industry's development. The competition becomes more intense when competitors overseas participate. The competition has changed from a simple product technology, price competition to a service-oriented, brand, price and business innovation competition. Competition objective has, been met from the simple basic needs of our customers to not only meet customer demand for our products, provide services to transfer.. At present, Ke Li Electrical Appliance Company has increased its market share and taken a favorable competitive position. State policies are good for the electrical industry since the financial crisis broke up, Ke Li seizes this opportunity to meet new challenges. In order to expand the influence and improve company image, it is important to build partnership-based relationships with customers beyond the policy favor.In this context, Ke Li conducts degree of satisfaction research on customers. This paper puts forward concepts of customer satisfaction, customer expectation and customer loyalty based on literature reading firstly. And to explore the current quality of the model of customer satisfaction, combined with the Legislative Branch Development of the company the status of their customer satisfaction conducted in-depth analysis The model points out factors which might affect customer satisfaction firstly. Then work out the scale survey for empirical research, using descriptive analysis and regression analysis to analyze the collected data. The former is on customer influencing factors,the latter is between customer expection,customer satisfaction and customer loyalty.The results show that:(1) Eight aspects of Ke Li's customer satisfaction index-product quality, product price, order processing, service quality, corporate image, customer satisfaction, customer complaint and customer loyalty are given ideal evaluations, but the there is still room for improvement. (2) Product quality, product price and order processing are the factors that affect company's customer satisfaction. So they should be paid more attention in marketing process. (3) Customer complaint has an impact on customer loyalty. It's improtant to convert customer complaint to customer loyalty and cultivate customers with high loyalty, which is also the focus of other enterprises. In conclusion, this paper puts forward measures and proposals to improve customer satisfaction and customer loyalty, also notes the research limitations and the future research direction.