An Empirical Study On Customer Satisfaction And Post-purchase Behaviour

With the increasingly competitive market challenges, customer satisfaction has become an important aspect of the pursuit of enterprise. It can make the enterprise in the rat race for more new customers, to maintain more loyal customers. The research of customer satisfaction in the domestic and foreign has been a key point, but for relations between customer satisfaction and post-purchase behavior are relatively scarce. In the background of experience economy, leisure tourism has become a new trend, owing to its nature resources and rich human landscape. As continuous improvement of people's living standard and education, cultural literacy and values of tourists on the tourism constantly change. The demands on the service quality and attitudes in leisure tourism has been increased. Leisure tourism, the character of revisit rate high and emotional loyalty,making the customer relationship management more important than a general sense of tourism.Therefore, it is of great theoretical and practical importance for studying the relations of those.On the basis of literature at domestic and abroad, this study made a systematic study on relevant theories. Drawing lessons from model builds its focus:post-purchase behavior include positive and negative. The antecedents of customer satisfaction from the "service quality " and "service fair " to consider the two dimensions,and put forward the research hypotheses on the basis of the model.We make a questionnaire about customers satisfaction and post-purchase behaviour. After investigating by practice we get 174 valid samples for empirical analysis. In this study, we carry on SPSS 17.0 software to verify the reliability, validity, and the correlation between variables with the regression coefficients.The study finds that overall satisfaction level was 3.029,among them the best is service quality,and the worst is service attitudes. The proportion of dissatisfied was 2.9%,they would choose not to visit or complaint, not dissatisfied customer was 39.1%,the main choice to others express negative opinions of behavior,the quite satisfied customers was 37.4%,they would choose to others express positive opinion behavior. This shows that leisure tourism in Changsha City has done a better quality of service,we need to manage and guide to negative post-purchase behavior in service fairness.