A Research On The Relationship Betiween Social Media Application And Customer Satisfaction

The "Made in China 2025" policy issued by Chinese government provides a positive policy environment for the domestic manufacturing industry,which is an important opportunity for the foreign-invested manufacturers in China.For the equipment manufacturing industry,especially most of entity enterprises,customers are the most precious intangible assets,which indicates the importance of enhancing the customer satisfaction.In reality,however,the traditional media platforms can only satisfy basic information exchange functions.With the imperfection of communication channels,it's impossible for enterprises to understand the need of customers well.At the meantime,with the rapid development of Internet technology,the emergence of social media has provided a new channel between client and enterprises in B2 B field.In view of the reality,this paper analyzed the current situation of Chinese foreign equipment manufacturing enterprises in social media application at the beginning.This paper illustrated the status quo of foreign equipment manufacturing enterprises and social media application in China,though the data collected in the national bureau of statistics and official platform.To convince the popularity and inevitability of applying social media for enterprises,this paper analyzed the application of social media of the particular enterprises from both macro view and micro view.Then,by illustrating the concepts and application of social media,the theories development and measurement models of customer satisfaction,as well as the influencing factors of the customer satisfaction of equipment manufacturing enterprises,this paper summarized the existing theories of social media and customer satisfaction.By summarizing the research achievements of scholars at home and abroad,this paper found the vacancy of the research on the relationship between the customer satisfaction and the application of social media among the foreign manufacturing industry,so which decided the research objects and subject of this paper.On the basis of 30 R theory in relationship marketing theory and customer satisfaction in academic,combined with the traits of social media application,this paper put forward hypothesizes and established a concept model between social media application and customer satisfaction from the perspective of information communication.This paper selected customer trust as mediating variable to research how social media application has direct influence on customer trust,as well as how it has direct and indirect influence on customer satisfaction.Throughout the interviews with staffs and customers of foreign equipment manufacturing enterprises,this paper understood the reviews,feelings and expectations of social media applications from both enterprise angle and customer angle.The method also provided practical reference and help for the selection of scale and the design of questionnaire.This paper collected data by withdrawing questionnaire and then processed by quantitative analysis.This paper verified hypothesizes by correlation analysis and established a linear regression formula,in order to illustrate the social media application and customer satisfaction model scientifically.Finally,this paper provided related suggestions for particular enterprises on the basis of previous research results.The suggestions have referential meanings for the enterprises to manage customer relationship better by applying social media properly.So far till now,utilizing social media to enhance the customer satisfaction remains attempt.With the fact of social media varying and being too abstract to measure,there doesn't exist successful benchmarks nor mature research minds.The qualitative interviews and quantitative questionnaire research have been an exploring research method,with reference significance but also limitations,which need further perfection in the further researches.