An Empirical Study Of The Impact Of Integrated Marketing Communications On Customer Satisfaction

Now the society, as a result of the information technology and the network technology development, causes the people to disseminate changes with the communication way, enterprise's competition is more intense, the market environment changes complex, the consumer changes more and more rationalization, market shape also by product leadership to consumer leadership transformation.Occupied the market shape core along with the consumer, the marketing way has also had the revolutionary change, each kind of emerging marketing theory like mushroom growth emerged one after another incessantly. Among them, the conformity marketing dissemination theory (IMC) has all had the huge influence as the information time marketing theory representative in the theory and the practice domain to themodern marketing. The conformity marketing dissemination strategy requests each kind of marketing dissemination tool coordination display function, causes the image which the enterprise unifies to the consumer to transmit the consistent information. Implementation conformity marketing dissemination benefit correlation and so onstrategy request and customer carries on the directional communication. But this kind of bidirectional communication isprecisely the establishment above the foundation which the customer satisfies, only has the customer in the actual feeling value which produces with in enterprise's entire contact process to be higher thanit to enterprise's expectation feeling value, the customer only thencan to the product or the service which expends expresses satisfaction. But the high level degree of satisfaction may increase the consumer to be partial to the manner to the brand, thus increases to this brand repetition purchase intention.Through satisfies the theory regarding the conformity marketing dissemination and the customer the literature review, may discoveral though the correlation theory is rich, but regarding two between relational this question, actually the very few some people involves.But this point exactly is, it which the enterprise cared about with enterprise's long-term achievements has the in alienable relations.The conformity marketing dissemination combination essential factorare very many, mainly includes the personnel to sell, the direct marketing, the oral traditions dissemination, the advertisement, the sale promotes, the public relation, the support marketing, the packing, to sell a demonstration, the enterprise image recognition and so on ten essential factors, they to the customer degree of satisfaction two dimensions - sensation achievements and the customer expected all has each one different influence. This article take this as a starting point, proposed the theoretical model and the research supposition, and launches the real diagnosis research.Through the author to the Changchun fast consumable profession real diagnosis research, collected 202 effectively to ask the volume,discovered the conformity marketing dissemination and the customer degree of satisfaction relations afterwards with the structure equation statistical method, finally, drew the conclusion as follows:1.conformity marketing dissemination combination essential factoronly comes the indirect influence whole through the customer degree of satisfaction dimension the customer degree of satisfaction, but thedirect influence is does not exist. In order to examine the conformity marketing dissemination combination essential factor and between the whole customer degree of satisfaction direct correlation relations,this research in two between establishes completely ten ways, lets loose the restraint to carry on the free estimate. The result showed that, these ten ways through significance the examination, have been all in consistent with the final model analysis result. This further proved that, between the conformity marketing dissemination factor and the overall customer degree of satisfaction only has the indirect influence, but does not have the direct influence.2. this research data analysis demonstration, supports the marketing and the public relation is higher than other marketing dissemination tools to the customer degree of satisfaction dimension influence intensity. The real diagnosis findings fully showed in the now economic environment and under the information condition, the related enterprise and the product information which the consumer grasps are more and more many. But enterprise's public relation moves and supports the marketing activity more and more to receive consumer's approval, becomes the consumer to understand one of enterprise important ways.In summary, the findings showed that, between the conformity marketing dissemination combination, the customer degree of satisfaction dimension and the overall customer degree of satisfaction three groups of concepts have the recursion the influence relations, the customer degree of satisfaction dimension interior has the level relations, but the conformity marketing dissemination combination does not have the direct influence to the overall customer degree of satisfaction, but only has the indirect influence. Public relation and the support marketing have a more tremendous influence to the customer degree of satisfaction dimension. Therefore, says regarding the enterprise,should establish the conformity marketing dissemination system as soon as possible, formulates take the customer and so on the formidable relations as the core strategy, the synthesis coordinated uses eachkind of form the dissemination way, unifies the goal and the unification dissemination image, transmits the consistent product information, the realization and the formidable relations bidirectional communication, rapidly sets up the product brand in the formidable relations mind status, establishes the product brand and formidable relations long-term close relationship, thus effectively achieves the high level customer satisfaction. At the same time, the enterprise should take the public relation and the support marketing these two marketing dissemination way, builds the enterprise in the consumer heart good image, through with other dissemination ways mutual coordinate uses, thus enhances the consumer knows and the confidence level regarding the enterprise or the brand, is achieved the customer satisfies the establishment good foundation.