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

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．