Research on Improving Customer Satisfaction of Agricultural Products Regional Public BrandsTaking Qingzhou Honey Peach as an Example
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摘要:
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。
Abstract: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．
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表 1 CCSI模型指标体系
Table 1. CCSI model index system
二级指标 三级指标 指标解释 感知质量 营养口感X1 产品营养丰富，口感好，质量较好 包装服务X2 包装、服务等都是顾客较为满意的 品牌形象 品牌联想度X3 一提起产品，顾客就会想起该产品的某一或某些方面 品牌知名度X4 品牌传播范围较大，知名度较广 品牌特色X5 在外形、口感等与其他品种的产品具有明显区分，且具有一定的品牌文化、独家特点等 感知价值 固定价格质量满足感X6 相对于产品的购买价格，顾客对它的质量口感等比较满意 固定质量价格满足感X7 相对于产品的独特口感，顾客认为付出的价格比较合理 顾客满意度 运输供销满意度X8 顾客对产品运输、供销等方面都比较满意 价格品质满意度X9 顾客对于产品的价格、品质等都比较满意 期望符合程度X10 产品实物较为符合宣传，且符合顾客期望 用户忠诚度 回购意愿X11 顾客再次购买该产品的意愿 品牌推荐度X12 顾客愿意向身边的人推荐该产品 涨价容忍度X13 若产品在合理的范围内涨价，顾客是否还愿意购买 优先购买偏好X14 在同等条件下，与该类产品其他品种相比，顾客更愿意优先选择此产品 顾客抱怨 预期不符回购意愿X15 如果产品不太符合顾客的预期，顾客是否还愿意再次购买 预期不符品牌推荐度X16 如果产品不太符合顾客的预期，顾客是否会期望其有所提升，并将改进产品推荐给朋友 
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表 2 消费者满意度等级划分
Table 2. Classification of consumer satisfaction
等级 优秀 良好 一般 较差 分值 4.1～5.0 3.1～4.0 2.1～3.0 0～2.0
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表 3 总方差解释
Table 3. Interpretation of total variance
因子 初始特征值 提取载荷平方和 旋转载荷平方和 总计 方差百分比/% 累积/% 总计 方差百分比/% 累积/% 总计 方差百分比/% 累积/% F1 7.497 46.859 46.859 7.497 46.859 46.859 3.016 18.849 18.849 F2 1.169 7.307 54.166 1.169 7.307 54.166 2.483 15.519 34.368 F3 1.044 6.522 60.689 1.044 6.522 60.689 1.932 12.072 46.441 F4 0.876 5.475 66.163 0.876 5.475 66.163 1.862 11.636 58.077 F5 0.775 4.847 71.010 0.775 4.847 71.010 1.646 10.287 68.364 F6 0.650 4.061 75.071 0.650 4.061 75.071 1.073 6.707 75.071
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表 4 旋转后的因子载荷矩阵
Table 4. Factor load matrix after rotation
因子 F1 F2 F3 F4 F5 F6 X1 0.242 0.375 0.701 0.106 −0.013 −0.050 X2 0.324 0.027 0.767 0.162 0.249 0.018 X3 0.243 0.438 0.399 0.481 0.181 −0.003 X4 0.198 0.320 0.476 0.543 0.198 0.032 X5 0.215 0.051 0.087 0.858 0.100 −0.005 X6 0.629 0.334 0.190 0.407 0.062 −0.003 X7 0.725 0.230 0.153 0.315 0.134 −0.038 X8 0.621 0.157 0.402 0.175 0.281 −0.038 X9 0.729 0.300 0.243 0.166 0.138 0.099 X10 0.656 0.356 0.219 −0.019 0.141 0.208 X11 0.415 0.734 0.224 0.056 0.147 0.015 X12 0.282 0.800 0.117 0.111 0.200 −0.043 X13 0.316 0.223 0.134 −0.007 0.808 −0.068 X14 0.284 0.610 0.174 0.340 0.274 0.139 X15 0.048 0.198 0.136 0.329 0.753 0.235 X16 0.076 0.012 −0.027 0.004 0.075 0.965
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表 5 采用回归分析法后的成分得分系数矩阵
Table 5. Component score coefficient matrix after regression analysis
因子 F1 F2 F3 F4 F5 F6 X1 −0.200 0.141 0.618 −0.149 −0.216 0.013 X2 −0.039 −0.303 0.677 −0.128 0.079 0.036 X3 −0.195 0.169 0.151 0.234 −0.060 −0.007 X4 −0.227 0.051 0.260 0.289 −0.040 0.035 X5 0.009 −0.169 −0.213 0.717 −0.071 −0.034 X6 0.302 −0.030 −0.174 0.189 −0.153 −0.043 X7 0.457 −0.171 −0.225 0.100 −0.045 −0.102 X8 0.310 −0.253 0.121 −0.089 0.112 −0.088 X9 0.409 −0.103 −0.084 −0.068 −0.068 0.043 X10 0.346 0.006 −0.037 −0.229 −0.057 0.155 X11 −0.034 0.465 −0.046 −0.167 −0.088 −0.014 X12 −0.155 0.585 −0.156 −0.084 −0.021 −0.080 X13 0.078 −0.107 −0.113 −0.231 0.714 −0.205 X14 −0.149 0.352 −0.107 0.121 0.020 0.091 X15 −0.228 −0.041 −0.051 0.128 0.592 0.122 X16 −0.012 −0.027 0.036 −0.019 −0.086 0.928
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