Analysis On Influencing Factors Of Tobacco Consumer Satisfaction In Nanchang City

The tobacco industry is a special industry in China that implements the special management of tobacco products.It is aimed to improve the quality of tobacco products and protect the interests of consumers.Since the State tobacco monopoly Bureau put forward the goal of "big market,big brand and big enterprise" in 2018,the tobacco market pattern has gradually moved to a state of market-oriented competition.Besides,with the intensifying of tobacco control efforts,the tobacco industry has begun to change from relying on the growth of material element input to the direction of improving soft power such as service quality and value improvement.Based on these trends,the tobacco industry has proposed to build a modern marketing system for consumers in recent years,which effectively links tobacco industrial enterprises,tobacco commercial enterprises and retail households,runs smoothly and gradually extends down to the final consumers.In this way,a complete industrial chain can be formed to enable commercial enterprises to carry out marketing activities based on the value demands of consumers.At present,Nanchang Tobacco lacks channels to reach tobacco consumers directly,and cannot obtain effective decision-making basis in precision marketing and brand cultivation and development.Moreover,it is short of systematic research on the satisfaction of tobacco consumers,and lacks variables that can be effectively improved in the work.Therefore,it is an inevitable choice to carry out the tobacco industry consumer satisfaction evaluation and understand the situation of consumer satisfaction.By means of questionnaire survey and case interview,this thesis collects research data from tobacco consumers in the administrative region of Nanchang Jiangxi Province,analyzes the population characteristics of consumers with descriptive statistics,and finds that tobacco consumers in Nanchang city are mainly urban population and older dwellers.Through SPSS software and principal component analysis,the comprehensive evaluation of the satisfaction of tobacco consumers in Nanchang City was conducted.The research found that the evaluation result was in the satisfactory stage,indicating that the tobacco market in Nanchang City has made certain achievements in consumer services in recent years,but it still needs to be further strengthened.Through SPSS software and Logistic regression analysis,it is found that the smoking age of consumers has a significant positive impact on satisfaction,satisfaction increases with the increase of smoking age of consumers,while education background and monthly income have a significant negative impact on satisfaction,which shows that satisfaction decreases with educational improvement and the increase of monthly income.Based on the customer satisfaction index model of the United States and Europe,extensive reading of thesis and literature and making a close combination with the actual situation of Nanchang tobacco and the consumption characteristics of local consumers,a hypothetical model of Nanchang tobacco consumer satisfaction was established and the analysis of all dimension indicators of the structural equation model was conducted by AMOS software.The results show that customer expectation has a significant negative impact on perceived value,while perceived quality has the positive impact.Besides,perceived quality has a significant negative impact on customer satisfaction,customer satisfaction and expectation have the significant positive impact on customer loyalty.It is concluded that consumers expect more consumption experience,display effect has a significant impact on perceived quality,experience value influences perceived value a lot,and purchase price and cost of cigarettes have a marked impact on customer loyalty.Moreover,the lowest satisfaction index is customer satisfaction,the highest one is perceived quality.Based on the research,it is concluded that tobacco consumers in Nanchang City have a high degree of satisfaction with the sales,display and purchase of tobacco products,but a low degree of satisfaction with the smoking environment and experience value.The factors affecting the satisfaction are mainly reflected in the strong tobacco control efforts,fewer smoking areas,poor experience environment and other aspects.According to the conclusions of the survey,this thesis puts forward countermeasures and suggestions to improve the satisfaction of tobacco consumers in Nanchang from three aspects: optimizing brand structure and strengthening market supervision,enhancing the construction of civilized smoking environment and improving customer experience,enhancing service level and facilitating terminal empowerment.The research of this thesis has enriched the theoretical research of tobacco consumer satisfaction,provided theoretical and practical reference for the future research on tobacco consumer satisfaction,and provided reasonable suggestions for improving the satisfaction of tobacco consumers.It has practical guiding significance for the continuous improvement of customer satisfaction management,improvement of customer relationship management,and promotion of marketing ability of Nanchang Tobacco,which can enhance the high-quality development of the tobacco industry.