A Study Of Customer Satisfaction Based On Structural Equation Model

With the development of society and the improvement of living standards, people’s spiritual and cultural needs are increasing. The museum is an important part of China’s public cultural undertakings, which serves as a carrier of cultural transmission, has played a critical role in social education and cultural construction for a long term. After the museum is free to the audience, how to protect and improve the audience satisfaction under the situation of the increasing number of audience and the increasing burden of services workload has become a new topic in Chinese museums. In this context, this paper take Hunan Provincial Museum as an example, which starting from the recent exhibition and using the Structural Equation Model to study the customer satisfaction of the museum. The main work and research are below:(1) An overview of the basic theory of customer satisfaction. Including the definition, significance and index system of customer satisfaction. Focuses on introducing the4different models of customer satisfaction and customer satisfaction evaluation methods.(2) An overview of the basic theory of structural equation modeling. Including the conception, the structure of equations and model fitting steps of structural equation modeling.(3) Take a questionnaire survey to the visitors of "Buddha in the mysterious Tibet", which was the recent exhibition of Hunan Provincial Museum. Collecting survey data and using SPSS17.0&Amos20.0to analyze the data and fitted model. Focuses on the model modifying and computing satisfaction index.(4) Studying the result of analysis, and find out the greatest impact factors on satisfaction, then puts forward the corresponding improvement suggestions.The main results of empirical research and conclusions of this paper are as follows:(1) The major audiences of Hunan Provincial Museum are college or university students over than18years old, then enterprises and institutions personnel who living in Changsha City and at the age of 20-40years old. The gender distribution was no difference.(2) By the result of structure equation model with good fitting, calculated the index of audience satisfaction of museum is81.02, which is a relatively satisfactory level.(3) Analysis shows that the greatest impact on customer satisfaction is the perceived value and perceived quality. Recommend to the museum will focus on strengthening the construction of the museum and improve service level. By improving the exhibition environment, concerning audiences complaints to achieve the purpose of improving audience satisfaction.