Study On Marketing Of The Consumer's "Pain Points" Based On Customer Satisfaction Perspective

The word "pain point" comes from the medical profession,it is the pain sensitive part of the body.When extended to marketing,this word means the place where consumers feel uncomfortable.Due to the different perspectives,"pain point" is defined differently.From the perspective of customer satisfaction,"Pain point" refers to the points that consumer expectations are not satisfied with or the points that triggered by customer's negative emotion or other reasons,it is the direct source of customer dissatisfaction.Generally speaking,customer's displeasure is "symptoms",the "pain point" is "cause".Since the end of the 20 th century,academics generally believe that customer satisfaction is a key element in leading business profitability,it is able to hold and consolidate core competencies in the long-term development of enterprises.It can be said that profit is the fundamental purpose of the enterprise,and the elimination of "pain point" is the direction of business development.In order to continuously improve consumer satisfaction and to develop business,enterprises must eliminate "pain point".This thesis research tries to use the structural equation model to study the "pain point" of consumers from the customer satisfaction perspective based on the background.First of all,the research defines the definition of "pain point" from the perspective of customer satisfaction.Secondly,an exploratory model of consumer's "pain point" is constructed by structural equation model to identify "pain point",and the date from questionnaire proves that the model is right,the followings are conclusions from empirical research:Consumer sentiment had a positive and significant impact on the consumer "pain point";Consumers expect differences will lead directly to the consumer's "pain point",that is,the greater the difference in consumer expectations,the consumer can feel more intense "pain point" perception;The consumer's expectation difference affects the consumer "pain point" indirectly through the consumer emotion,and the influence is remarkable.Even different customers have different "pain points",but consumer expectations and consumer sentiment are the same root causes for all "pain points".So this thesis presents consumer expectations control strategy,consumer perceived quality improvement strategy and consumer sentiment management strategy to eliminate "pain points".