A Empirical Research On Dealer Satisfaction Based On Structural Equation Modeling For A Certain Dairy Industry

Dealer plays a key role in the dairy industry’s marketing channels because it is the link between diary producers and customers. In recent years, dairy companies pay much more attention to the end consumer than dealer, and we are overwhelmed by a great mass of customer satisfaction and loyalty survey. Depending upon this situation, this thesis aims to research on dealer satisfaction in the dairy industry.Firstly, this thesis does theoretical analysis about the marketing channel, channel relationship satisfaction and customer satisfaction. And then, we present a brief analysis of a certain dairy enterprise’s marketing channel and the dealer position and existing problems towards dealers. According to the result, this thesis proposes the hypothesis of dairy industry dealer’s satisfaction, build research model and evaluation index system. Thirdly, we dose empirical analysis in order to verify our model and evaluation system. Our datum obtained through a questionnaire which has passed samples test and questionnaire quality test. The next, this paper uses structural equation modeling to estimate path coefficients, modify model. Finally, we give the dairy company some recommendations to improve its’dealer satisfaction by analyzing questionnaire’s subjective and objective question. This thesis has some reference value for the upcoming research for dairy industry’s dealer satisfaction both in theory and practice.