A Study On Satisfaction Of Cigarette Retail Customer Based On Perceived Service Justice

With China's accession to WTO, the pace of market-oriented process of the tobacco industry began to accelerate, Cigarette tobacco companies pay more attention to the retail customers, tobacco companies face the modern challenges,that is how to provide products and services,obtain the sales support,increase market share and customer's satisfaction. Particularly under the premise of the State Tobacco Monopoly Bureau(company)propse that"according to supply customer orders Organization"and"create good county tobacco branch", the ability tobacco companies to grasp the real needs of the market need to continually enhance, the service level of cigarette retail customers and capabilities should be increased in accordance with industry standards.Therefore,the Satisfaction Study of Cigarette Retail Customer Based On Customer perceived service Justice has an important theoretical and practical significance.This paper based on Equity Theory and Customer Satisfaction Theory,useing various analysis methods to study the perception of cigarette retail customer service satisfaction with the fairness impact. First,the paper summarizes the market monopoly status competition of the domestic tobacco industry,then introduce the customer perception of service satisfaction with the fairness of the impact,and then use customer satisfaction survey data of Shaoguan City, Guangdong Wengyuan County tobacco cigarette retail branch,cigarette retail customer satisfaction survey questionnaire data to examine customer perceptions of service fairness the impact of their satisfaction,final draw basic conclusions and policy recommendations, and found that cigarette retail customer perceptions of service fairness has important influence on their satisfaction.This paper's Innovation mainly reflected in:selecting the tobacco industry retail customers for the study aim, the empirical analysis psychological and monopoly industry customers to buying behavior, from the four dimensions of service fairness, service quality, service value, consumption value aspects impact on customer satisfaction is discussed, and get the results consistent with reality,at last expanding the customer monopolies Consumer Psychology and purchasing behavior in the field.