Influencing Factors Research Of Online Game's Customer Satisfaction

With the quick development of the online game, people have more and more entertainment and experience styles. Online games have unique experience, good intercommunion and sociality, they attract many people to join in, and now they become one of the most popular entertainment industries. In 2006, online game's market in China still maintain the accelerative growth .The fast developed market absorb a large quantity of competitions come into it. Faced the competition, how to keep the customer, and enhance their satisfaction and loyalty are become the most cares to the online game dealers.This paper is focused on online game, which is on the basis of satisfaction theory, also combined with demographic analysis discuss the influencing factors from two aspects. One aspect including product factor, service factor, relationship factor, and another aspect is player feature, online game experience, the player's purpose. And analyze the factor's affection and relationship with satisfaction. At last, we discuss the correlation between the satisfaction and loyalty, and raised some suggests to the company.Firstly, through the theory study, we extract a list of indexes which affect the player satisfaction.Secondly, in the empirical study, the data is from questionnaires which distribute in three methods. Then we analyze the data with factor analyze and correlation analyze etc. In result, we found the satisfaction is consist of many indexes, and service factor is the most important and correlation factor to satisfaction. And we also found satisfaction correlate with loyalty, but in low level.At last, based on theory study and empirical study, combined with the status of online game industry, we put forward the policies and methods of online game sales for companies.