Research On Customer Satisfaction Of The Quality Of Agricultural Products Base On City Residents

With the rapid development of economy, the improvement of people's living standard, the quantity and kinds of agricultural products enriched, can selectively to further increase, city residents of agricultural products quality requirements of the rising, to produce quality appeal points also increasingly diversified, and not just focus on agricultural products' own attribute, the extension of agricultural product quality continuously expanding. At the same time with the inflation in recent years the price of agricultural products and the rising cost of living in the city residents in China is increasing day by day, and agricultural products in the process of buying complain and growing discontent, and agricultural products quality declining satisfaction. This problem has become one of the important social issues. City residents of the satisfaction degree of the quality of agricultural products down, to the order of the market economy, social stability, urban residents of the belonging of the negative impact of the. For the operators of the agricultural products for customers will result in the loss of resources, its competition ability down to cause the significant loss of economic interests, to the detriment of its sustainable development. How to improve produce quality satisfaction residents effectively, become an important social and economic problems, especially in the current economic environment and the social environment, this dissertation discusses how to improve the urban residents produce quality satisfaction is more important and urgent.This study of domestic and foreign agricultural products quality and satisfaction dissertation summarizes the related theory, based on the whole the product concept from the aspects of the connotation of the quality of the agricultural products, from the Angle of consumer behavior analysis of our city residents the process of agricultural products and consumer spending characteristic; and then from personal factors, psychological factor, social factor, cultural factors affecting four aspects in China's urban residents agricultural products the specific elements of consumer behavior. This dissertation, from the produce quality satisfaction connotation and agricultural products quality overall concept of products, from quality, public facilities, service level and purchase cost four dimensions totaling13level2index constructs the city people of agricultural product quality satisfaction comprehensive evaluation system.This dissertation in Wuhan city residents for the study, using the method of fuzzy comprehensive evaluation on the empirical analysis, and the results of the study show that our country city residents to produce quality overall more satisfied, but to service attitude, agricultural prices, shopping environment, dealing with complaints elements such as more complaints. For residents in overall satisfaction on the basis of analysis, this dissertation, from gender, age, education, income level by level four aspects to different consumer groups produce quality satisfaction to the difference of the evaluation of a comparative analysis. In conclusion, and on the basis of government's public service function from strengthening construction, increasing the construction of infrastructure investment, actively promote the income level of ascension and increase the quality and safety of agricultural products in four aspects of management system, the construction are proposed to improve the quality of agricultural products in China's urban residents of the satisfaction degree of the countermeasures.