Customer Satisfaction Impact Factors Research

Along with the growing intensity of competition and the dynamic developments in most industries, companies have been more and more focusing on the importance of customer satisfaction. Mostly because this factor always brings considerable economic benefits to them. This implies a strong requirement of analyzing and researching the preconditions for customer loyalty and customer satisfaction.Based on analysis of plenty of former theories about customer satisfaction and customer loyalty, we present a conceptual model of customer satisfaction and customer loyalty. In order to validate this model, we designed our questionnaire targeting at mobile telecom products in Zhejiang Province and gathered 140 effective questionnaire answers, so we could find some factors and path which have effect on customer satisfaction and customer loyalty by analyzing these data.The first part of this paper answers the question of why should we research on customer satisfaction and customer loyalty. We also point out the current week points in this researching field, thus we make clear the importance of this paper.The second part mainly studies plenty of former theories about customer satisfaction, customer loyalty, customer satisfaction index models and the production of customer satisfaction in telecom industry.The third part actually designs the conceptual model. This model consists of seven essential factors: corporation image, customer expectations, perceived quality, perceived value, customer satisfaction, customer complaints and customer loyalty. We also design the specific indices for these seven factors based on our initial investigation in this part.The fourth part is mainly about the formal investigation and demonstration researching. We first thoroughly test the descriptive statistics of all the seven main factors of our conceptual model using SPSS 10.0 against the gathered data, and then we re-evaluate and adjust our conceptual model to a more optimized conceptual model. At last we analyze the nonstandard estimation and standard estimation of this model.The last part concludes this paper. The following valuable conclusions are generatedfrom the above analyzing and additional tests done to the optimized conceptual model using AMOS 5.0: Customer expectations have big negative impaction on the perceived quality. Perceived value is mainly affected by customer expectations and perceived quality. The customer expectations have negative impaction on perceived value. Customer satisfaction is mainly affected by perceived quality, perceived value and customer expectations. The customer expectations have negative impaction on customer satisfaction. Customer complains are negatively affected by customer satisfactions and customer loyalty. Customer loyalty is mainly affected by customer satisfactions, perceived quality and perceived value. The perceived value has negative impaction on customer loyalty.