LED lighting lighting industry: how to improve customer satisfaction? (two)

The results show that the factor load of the observed variables in the structural equation model is above 0.54, and the fitting degree between the model and the data is good. The results are shown in table 2. Secondly, the path coefficient of Figure 1 can be seen, there are the relationship between the structure of model variables, perceived service quality factor reflects the quality of the interaction of customers in the reactivity index model (b=0.89), physical environment quality (b=0.91), quality (b=0.95), location factor (b=0.87), 4 dimensions the perception of the existence of a positive effect.

Customer satisfaction is the perceived value of higher order structure (b=0.46), quality of service (b=0.84), and brand image (b=0.25) interaction has a positive impact, resolution (R2) 78.62%; service quality has a significant positive effect on perceived value (b=0.77), resolution (R2) 59.29%; service quality has a significant positive impact on brand image (b=0.71) resolution (R2), 50.41%; customer loyalty is the brand image (b=0.77) and customer satisfaction (b=0.57) interaction positive effect, resolution (R2) 73.17%.

Integrated marketing management system based on customer experience

Analysis of customer satisfaction questionnaire survey and model, in the process of customer to browse Lamps lighting physical stores, the staff spirit of X1, X7, lighting stores and shops in the design of lighting stores propaganda X8, X12 convenience store layout, comprehensive quality of overall perception Y3, overall satisfaction, quality under given X19 the lamp price perception X21 lighting products, brand image, price of X23 bearing X29 are the important factors affecting customer satisfaction.

In addition, the excellent service quality is the core part of customer satisfaction, and good quality of service can influence customer brand to create a good brand image, so as to maximize stimulate the customers desire to buy; customer perceived value is another core part of customer satisfaction, price, product quality and customer perceived reality gap the smaller, more customers can feel the value of content, the production process of the higher satisfaction. Through effectively improve customer satisfaction, can promote customer loyalty, can promote the formation of brand purchase, word of mouth marketing, effectively avoid being forced to promote competition.

In addition, the entity store marketing process is a system of integrated marketing management system. Lighting stores need to pay attention to every aspect of marketing management, always to the needs of the customer experience as the center, how to meet the needs of the customer experience as the starting point, and at every stage of the customer loyalty development, the design and implementation of marketing. Can not be satisfied with how to do every link, but to stand in the consumer's point of view, when considering the customer into the experience of marketing process, will produce what kind of feeling. According to the experience of the implementation and management of marketing, that companies need to narrow the distance with customers, pay attention to the consumer experience of research and development needs; in marketing management system, grasp the overall coordination of marketing; stores need to design a personalized research focus on product experience, made a core competence of experiential marketing.