Mobile Phone Network Game Customer Delivered Value Impact On Customer Satisfaction Research

Mobile phone network game is in the online games market in recent years the development of the emerging market segment that is currently in rapid development stage, according to a survey published iresearch data show that in 2013 China’s mobile phone network game market total RMB 9.2 billion, 16.8% of the overall network game market, will replace the web game to become the second largest market segment, the network game industry experts expect it can replace the client computer games in five years to become the first big market segment. Although the mobile phone of the current our country network game market development momentum, the outlook, but the mobile phone network game enterprise still has many problems in the actual business activities, how to increase customer satisfaction through improving customer delivered value, win more market share in current market rapid development period, and obtain more market competitive advantage for the mobile phone network game enterprise has the strategic significance of reality, but the current for the mobile phone network game research focuses in the field of technology breakthrough, but few people focus on its profitable strategy research.This paper taking the literature research method, the domestic and foreign customer delivered value and customer satisfaction generalizes the related literature,the existing theory achievement are discussed, and the customer delivered value and customer satisfaction are analyzed theoretically the mechanism of action of the two.Then, based on the actual needs of the study explains the related concepts, constructs the theoretical model to determine the research hypothesis and the research variables,and through the questionnaire survey method to collect empirical data, through the method of empirical analysis to the customer delivered value of different dimensions and customer satisfaction, this paper analyzes the influence between each dimension.Draws the following conclusions:(1) the mobile phone network game customer delivered value and customer satisfaction has significant positive influence;(2) the customer delivered value to the customer behavior satisfaction have significant positive influence;(3) the customer delivered value concept to the customer satisfaction has significant positive influence;(4) has positive influence on customer delivered value audio-visual satisfaction to customers but not significant;(5) service interests as well as personnel and image in the customer delivered value is the key factor to influence customer satisfaction.Finally, according to the conclusion the author to the mobile phone network game enterprise put forward the following Suggestions:(1) improve service for the customer interests game service quality,(2) pay attention to employee training provide players with more image and interests;(3) the correct charging model are adopted to decrease the customer’s currency cost;(4) promote independent research and development ability to create a strong brand.