The Studies On Influencing Factors Of IM Products Customer Satisfacation

With the popularity of computers and networks, virtual worlds gradually go into thepeople’s lives. And whether in the real world or in the virtual world, people there is alwaysdemand for communication, instant messaging products to meet this demand. Today’s instantmessaging products have set e-mail, business, entertainment, information, search and otherfunctions in one, compared to traditional means of communication more integrated andefficient, able to attract a large number of users, so the market prospect is very large.The domestic market is still the main face of instant messaging to consumers, but asmore manufacturers enter the instant messaging market, is no longer a dominant Tencent,instant messaging market is already heating up. In this study, customer satisfaction and loyaltythrough the review of the theory, try to create instant messaging products, customersatisfaction factors of the hypothetical model and the model is verified through empiricalresearch hypothesis, identify the impact of instant messaging a key factor in customersatisfaction, achieve Instant messaging product companies to develop the proposed purpose.The hypothetical model, including network externalities, additional features, price, brandimage, security, stability, installation environment, ease of7factors. College students throughthe survey as the main object, through factor analysis, regression analysis to verify correctionof the hypothetical model, and ultimately their impact on customer satisfaction in four keysecurity and stability, brand image, network externalities, additional features. On this basis,for a number of instant messaging provide a targeted marketing strategy, and under thecondition of some of the emerging Internet industry in the fierce competition in the provisionof the development of new ideas.