农产品区域公用品牌顾客满意度提升探究——以青州蜜桃为例

Research on Improving Customer Satisfaction of Agricultural Products Regional Public Brands Taking Qingzhou Honey Peach as an Example

为提升青州蜜桃消费者满意度,结合经典理论顾客满意度指数模型(CCSI),根据感知质量、品牌形象、感知价值、顾客满意度、顾客忠诚度及顾客抱怨6个二级指标和16个三级指标,采用因子分析法,对青州蜜桃的顾客满意度进行实证分析。结果表明,青州蜜桃顾客满意度综合得分处于“一般”等级。在各个公共因子满意度排序中,顾客忠诚度、品牌形象这两项公因子得分最低,应主要从加强青州蜜桃的顾客忠诚度与品牌形象打造入手,寻求建设路径,以提升其顾客满意度,打造优良品牌。

In order to improve consumer satisfaction of Qingzhou Honey Peach,combined with classical theory CCSI model,an empirical analysis on customer satisfaction of Qingzhou Honey Peach was made by using factor analysis method according to six secondary indicators and sixteen tertiary indicators of perceived quality,brand image,perceived value,customer satisfaction,customer loyalty and customer complaint.Results showed that comprehensive score of customer satisfaction of Qingzhou Honey Peach was in the"general"level.In ranking of various public factors satisfaction,customer loyalty and brand image had the lowest scores.It should be mainly started that strengthening customer loyalty and brand image building of Qingzhou Honey Peach,seeking construction path to improve its customer satisfaction and build a good brand.