A Study On The Influence Of Consumer Purchasing Decision-Making Model On Customer Satisfaction Model

The customer satisfaction research has about 80 years history and has experienced a lasting refined process. Our research is a part of the research of customer satisfaction constitution research. There were a lot of research on moderators, such as swith barriers, involvement, customer experience, personality, situation and so on.Refer to personality, there are lots of research on the moderator effect of customer psychology to customer satisfaction model. These different customer psychology reflect another reearch model which is called consumer decision-making styles model, Our research is attempting to probing into the moderator effect of consumer decision-making styles model to customer satisfaction.As the market competition become more and more intensely, enterprises pay much more enphasis on the consumer, which is crucial to the success of the market battle. In order to arrest consumers as much as possible, we have to make a good work of consumer rearch. There are a lot of diversity between consumers. A lot of rearch have been done in the past few years, especially studys on consumer characteristic and consumer decision-making styles, which provide lots of guidance to the marketing activities.This research is based on much reference of customers satisfaction and cousumer decision-making styles research. The main aim of this research is making an anlysis of consumer on the mobile phone market, defining the consumer decision- making styles, grouping the consumer and probing into decision-making'moderator effect on the customer satisfaction.A total of 402 valid questionnaires have been received. Through statistical ananysis such as factor ananlysis, cronbach alpha reliability tests, cluster analysis, means comparion, descriptive analysis and so on, research results could be summarized in the following conclusions:1.The consumer decision-making styles on the mobile market can be compartmentalized into five sorts: Perfectionism or high-quality consciousness, Brand and novelty-fashion consciousness, Recreational consciousness, Confusion from overchoice and Habitual, brand-loyal orientation toward consumption.2.The decision-making style of consumer has a great impact to the customer satisfaction, different kind of consumer have different customer satisfaction level.3.Consumers exhibit diverse satisfaction level to distinct mobile brand, base on the samples, we can find that the consumer of Nokia have the highest satisfaction.Our research fulfill the scheduled aim, integrate the literature research and demonstration research and validate the consumer decision-making styles on the mobile phone market, which is a good theory basis to the mobile phone manufacturer,but there are also some limitations:1. Due to the limitation of time,energy and cost, I can't make a large scope data collection, which result in the small and simplex sample, as will influence the accuracy of our research a lot;2. Our research only make a oversimplify study on mordator effect of consumer decision-making style model to consumer satisfaction, the method of this research is simple, to sum up, our research is only a preparatory research in this field;3. The questionnaire has some flaws, the customer satisfaction question is so general that we can't make a subtle measure, as is another reason of the simpleness of this research;This research blazes a way in the research of the mordator effect of consumer decision-making model to customer satisfaction model, the followers can track this way and go deep into the research.