Study On The Comprehensive Evaluation Of Consumer Satisfaction In The Model Of "Agricultural Products Community Direct Sales Shop"

As a new circulation mode of agricultural products,"community direct selling store of agricultural products" has played a great role in ensuring the quality of agricultural products,helping farmers to raise their income,and promoting the convergence of production and marketing of agricultural products.However,with the rapid development of China's economy and the continuous improvement of people's living standards,the consumption demand of agricultural products has also been upgraded accordingly.The existing circulation mode of agricultural products can not fully meet the emerging needs.In order to stand out in today's customer-centered market environment,only by timely understanding to meet the needs of consumers and constantly improving their own model,can we win the consumer market.This paper chooses the "community farm products direct-selling stores" in some districts of Changsha City,Hunan Province as the research object,distributes consumer questionnaires,collects 761 valid questionnaires,and refers to the research of customer satisfaction index at home and abroad,combines with the actual situation,and constructs the model of "community farm products direct-selling stores" from three dimensions of product quality,brand image and service quality.The comprehensive evaluation system of residents' satisfaction in the model.Firstly,this paper sorted out the relevant literature,concepts and theories of the model of community direct stores,introduced the current situation and characteristics of the community Direct stores of agricultural products,then used the satisfaction evaluation model,selected 15 secondary indicators from four dimensions of product quality,brand image,service quality and perceived value,used factor analysis to exclude the perceived value indicators with low correlation,and then used entropy.Value method calculates the weight of the remaining indicators,and finds that the dimension of brand image has the greatest impact on consumer satisfaction.Finally,it assigns different degrees of satisfaction,calculates the satisfaction scores of various indicators and the overall satisfaction scores.It is found thatthe highest satisfaction scores are transaction fairness,store service and food safety.The overall satisfaction score of the sample is 3.698,which belongs to the ratio.Satisfactory level.This study finds that the proportion of female consumers in the buying group is much higher than that of male consumers.The main age group of consumers is 18-40 years old,and their satisfaction is much lower than that of consumers over 40 years old.Consumers' academic qualifications are dominated by universities,and with the increase of academic qualifications,consumer satisfaction is also declining.Consumer occupations are dominated by company employees.Consumer's monthly income is mainly 5000-10000 yuan.With the increase of household's monthly income,consumer satisfaction is decreasing.Finally,this paper puts forward suggestions to enhance consumer satisfaction from four aspects: strengthening brand building,strengthening service quality,improving product quality and improving government policies.