Study On The Mediating Effect Of Customer Interaction On Customer Satisfaction And Engagement Behavior

Customers are not only the recipients of goods,but also the partners and value creators of enterprises,and tapping the market value of customers has become an important source of competitiveness for enterprises.The rapid change of technology and the upgrading of consumption make the customer satisfaction strategy encounter the "satisfaction trap",that means high satisfaction still has a high probability of brand abandonment.Therefore,it is emphasized that the customer engagement between enterprises and customers and customers to establish long-term and stable value relationship has become a new strategic goal of enterprise customer relationship management.Customer satisfaction can promote the occurrence of customer engagement behavior,but the appearance of "satisfaction trap" shows that customer satisfaction into customer engagement is difficult,and the pursuit of product information sharing and emotional exchange of customer interaction can promote satisfied customers to produce the behavior of fit.With the development of digital technology and social media technology,the rapid flow of information breaks the internal and external boundaries between enterprises and customers,and the interaction between customers makes it possible to establish a lasting and close value-creation relationship between enterprises and customers.Therefore,it is of great theoretical and practical significance to clarify the mechanism and path of customer satisfaction affecting customer engagement behavior,and to explore the intermediary role of customer interaction in the process of customer satisfaction influence engagement behavior,which is of great theoretical and practical significance for guiding enterprises to get rid of the "satisfaction trap" and improving the incidence of customer engagement behavior.Based on the theory of customer value perception,the theory of information asymmetry and the theory of social identity,this paper analyzes the mechanism of the action of customer satisfaction through the cumulative influence of state,and analyzes the intermediary role of customer information interaction and interpersonal interaction in the process of customer satisfaction to promote engagement behavior from the point of view of the instability of customer satisfaction.And the paper analyzes the regulation effect of product involvement and scarcity perception on customer satisfaction.Then based on the theoretical analysis,the researchhypothesis is put forward,the direct and indirect effect model of customer satisfaction influence conform behavior is constructed,and the sample is 300 questionnaires from Xiaomi's online brand community members,and the sample is directly applied by hierarchical regression analysis,Sobel test and Bootstrap test method.Regulation and the regulation of the intermediary effect test.The empirical results show that customer satisfaction has a significant positive impact on the engagement behavior,which indicates that customer satisfaction as a pre-factor of customer engagement is still of great strategic significance.As an intermediary variable,customer interaction positively promotes satisfied customers to produce engagement behavior,in which the intermediary role of information interaction is more significant than interpersonal interaction,which indicates that customer interaction is an important means to help enterprises get rid of the "satisfaction trap" to promote engagement behavior,and information interaction is more strategic value,and the role of information interaction as an intermediary variable is significantly enhanced under the adjustment of product involvement.The role of Information interaction and interpersonal interaction as intermediary variables under the Regulation of scarcity perception The significant enhancement shows that the integration of more emotional factors in information interaction will effectively enhance the intermediary effect of customer interaction.Finally,it is proposed that enterprises should strengthen the construction of customer community platform,use big data and situational factors to improve product marketing strategy and fan operation mode,so as to promote customers to realize the transformation of "buyer-approver-partner" and improve the incidence of engagement behavior.