Customer Satisfaction Research Of Multi-channel Retailers

With the rapid development of the Internet in the 21st century, e-commerce and network technology has brought new opportunities and challenges to the development of traditional retail. Traditional domestic retailers begin to form patterns of multi-channels within retail store, e-commerce and M-commerce etc., in order to develop new sales channels and occupy more market share. But at the same time, consumers'satisfaction has begun to be more and more complicated. Different retail channels leave different impressions to consumers, and ultimately will form the overall impact on the customer satisfaction. Besides, the level of customer satisfaction will directly affect corporate social image, market position and economic interests. Against this background, there is economic value and practical significance to explore and discuss the issues like the factors which influence different channels' customer satisfaction, mutual influence relations among different channel's customer satisfactions, and channel satisfactions effect the total customer satisfaction.After analyze domestic and overseas' research of the model of customer satisfaction and factors which influence different channels' satisfaction, this paper establish the model of multi-channels customer satisfaction and the structure of evaluation indexes which based on Europe Customer Satisfaction Index. We choose the current representative of the multi-channel retail business-Suning as a case, through questionnaire method to collect data; we use multiple linear regression model to analyze the factors under the influence of online and offline channels' customer satisfaction at first, and then use structural equation modeling to explore the channel satisfaction, overall satisfaction, customer loyalty structural relationship. The results show that:(1) perceived quality and perceived value play important role of the channel satisfaction, company can improve the level of After-Sale and Delivery, Price and Services; (2) different channels'customer satisfaction have mutual influence; (3) different channels satisfaction have the combined effect of the total satisfaction; (4) the total satisfaction rating directly affects the level of customer loyalty.Therefore, after study Suning case, this paper think that the multi-channel retailers need to start from perceived quality, perceived value, corporate image, customer expectations and other factors, depending on the characteristics of the channel, targeted to improve the factors which has low consumer evaluation, and enhance the above two propositions. The results showed that there do has environmental regulation competition and it is directed influenced by economic differences. Environmental regulation will intensify the land finance pollution by stimulating its scale.