Study On Customer Satisfaction Measurement Of Digital Media Player

Customer satisfaction is one of the hot studies of marketing in recent decades, highly abstract concepts to be described in quantitative,making it the yardstick to guide enterprises and thus the study of market behavior.Digital player industry is a rapid development industry in recent years, competitors with technological advances,the lower the threshold for increasing competition in the industry has become increasingly fierce.At present,the study of digital player is limited to sales,profitability and other aspects of the industry,does not involve the study of external customers.Based on these,this paper build the digital player industry customer satisfaction index system of evaluation,and build a digital industry players at the three levels of customer satisfaction evaluation index system:the targets is customer satisfaction level;the secondary indicators are the functional,performance,appearance,brand image,pre-sales service,after-sales service and perceived value;the third indicators contained 25 questions.Take the marketing research in college students,and confirmed that the evaluation index system for the reliability and validity,so that we can for the industry for customer satisfaction surveys of enterprises and provide a theoretical basis.Through using a quarter Model for the survey results,samples of the overall "importance - satisfaction" analysis of university students pay more attention to performance and price,the current players on the market in functionality and appearance of every good to meet the needs of the group.Secondly,the sample is divided into domestic and foreign brands to carry out a comparative analysis of two brands,which found that domestic brands in terms of performance and functionality to be further strengthened,and can improve both price and service indicators,and then gain a competitive advantage.