Research On Influencing Factors Of Customer Satisfaction Of Educational Publishing Enterprise Integrated Publishing

The rapid development of Internet technology and the popularization of smart devices have brought revolutionary changes to the way people acquire knowledge.In the Internet era,it is more and more convenient for people to obtain knowledge and information through various online platforms,and the market share of digital publishing is gradually increasing,with broad development prospects.However,the sales volume of traditional paper books is declining under the impact of digital publishing,and the profits of paper books of educational publishing enterprises are declining significantly,and the development of traditional publishing enterprises is facing severe challenges.On January 25,2019,At the 12 th group study session of the Political Bureau of the 19 th CPC Central Committee,the General Secretary stressed the need to promote the in-depth development of media integration.Convergence publishing is increasingly being valued at the national level.Integrated publishing has become the core issue of the development of educational publishing enterprises.In the fierce market competition,the customer satisfaction of integrated publishing is the key to the success of educational publishing enterprises.Exploring the influencing factors of customer satisfaction can enable education and publishing enterprises to accurately grasp customer needs,obtain stronger competitive advantages and better development,and contribute to the publicity of education and publishing culture.It is against this background that this study first conducted interviews and obtained interview materials with the fusion publishing customers and project R&D leaders of educational publishing enterprises,and collected the review texts of the fusion publishing customers of educational publishing enterprises.Then Nvivo11 qualitative analysis software was used to conduct qualitative research on the obtained interview data and review texts,by coding and refining,The main measurement indicators of 25 influencing factors of integrated publishing customer satisfaction of educational publishing enterprises,including brand awareness,brand impression and word-of-mouth,knowledge acquisition and ability improvement,were obtained.Then a questionnaire was designed and distributed based on 25 main measurement indicators,the statistical analysis software SPSS25 was used to perform exploratory factor analysis on the questionnaire data,the 25 main measurement indicators are combined into five influencing factors: perceived quality,platform interaction,customer expectation,perceived value and brand image.Through exploratory factor analysis,it is found that perceived quality has the greatest impact on integrated publishing customer satisfaction of educational publishing companies.The second influencing factor is platform interaction.The platform design and interactive service of integrated publishing products of educational publishing enterprises are more concerned by customers,which affects customer satisfaction to a large extent.Finally,according to the analysis of the research results,suggestions are given to improve the customer satisfaction of integrated publishing in educational publishing enterprises,so as to provide a basis for the decision-making of enterprise management and improve the market competitiveness and profitability of enterprises.The research on the influencing factors of integrated publishing customer satisfaction in education and publishing enterprises is helpful to further interpret the factors that affect customer satisfaction,help the R&D managers of education and publishing enterprises to understand customer needs,constantly improve products and services,improve customer satisfaction,and enhance the market competitiveness of enterprises,so as to promote the sustainable development of integrated publishing in enterprises and industries.