Research On The Influncing Factors And Measuring Of Customer Satisfaction Degree About Cigarette Products

Customers' satisfaction degree research is one important component of the Customer Relationship Management, has importance to enterprises: It increases enterprise's profit first by the fidelity degree increasing the now available customer; It gains a profit of secondly by increasing the value of the old loyal customers; Third, it gains a profit of by reducing business cost increasing by. As for enterprise, own large amount of customer mean also right away have owned very high market share , develop the new customer on self's own initiative , firmly staying the old customer with fine relation, the fidelity realizing them to enterprise product or serving , this are to improve customer degree of satisfaction as fundamental premise. To enterprise, have had higher customer degree of satisfaction , have been in the cards having fairly good customer fidelity degree just now, ability occupies advantage in the fierce rivalry, realize the enterprise sustainable development.The cigarette products have been the peculiar commodity value, have been developing under country's monopoly of sale system for many years , have got and good achievement. But with the fact that China has a successful entrance to the WTO, people are faced to the healthy questions gradually and the general public attention, development of cigarette enterprises have come across hitherto unknown challenge , the degree of satisfaction research has had deep practical or immediate significance to cigarette products therefore. The main body of the reseach is listed in the basis looking through large amounts of journal documents , analysed a characteristic combining with feature of our country cigarette marketplace characteristic cigarette products terminal consumer (cigarette people) , is set off from customer's angle, the degree of satisfaction factors have been carried out analysis on the customers who affect the cigarette products. Influencing factors are divided into two main parts,one is actual feeling of customers and the other is customers' expection, the concept model of customers' satisfaction degree of the cigarette products has been built, applies step analysis to follow the calculation formula having reached cigarette product customers' satisfaction degree ,then some hypothesises are given.On basis investigating whether in questionnaire, capital the analysis studying SPSS11.5 applying counts a software being in progress first to the questionnaire mass, the degree of satisfaction factor has carried out verification on the customer who affects the cigarette product and then , has carried out verification or the certificate false on hypothesises. Some valuable conclusions are drawn in this research, the relationship between customers' actural feeling and customers' satisfaction degree. the relationship between customers' expection and customers' satisfaction degree,the relationship between cigarette products rank,brand imagination,service,price and customers' satisfaction degree. I hope that can help to promote the cigarette enterprises to some extent.