The Research On The Relationship Between Customer Participation And Customer Satisfies Of Furniture Retail

On laws governing socio-economic development, human society’s economic development includes the agricultural economy、the industrial economy,and the service economy,three stages. Now it is in the stage which is the services economy goes to the experience economic transition period of time. With economic development and economic growth mode, economists focus of attention of the economy in with the changing economic development. In this context, the entire world pays attention to services and economic development and economic upsurge.At the same time, along with changes in the mode of economic growth and the major subject of consumer’s position was established, consumer’s sense changes too. Marketing theory is trying to locate new role as the consumers and changes marketing way. Marketing theory’s new perspective, fully stressed the idea that consumer create value with companies together through their participation (costumer participation).Western marketing’s research on the participation of the theory commenced in the1970s, as proposed by the academic field, marketing and business circles within the current marketing has become a service area of the important topics. Some scholars to customers, customer satisfaction and participation for purpose other elements of the relationship between the relevant of study. However, due to these scholars in various services situation from a different angle of hypothesis and argument, so far within the marketing academic fields to take part in the variable and other relevant relation between marketing variables has not reached a consensus.At the same time, as the improvement in living standards and life of the quickening rhythm, consumers of action been greatly changed. In e-commerce is the representative of the internet economy is changing the lifestyle.The former scholars on customer participation related research is mainly concentrated in the service industry, and accordingly the studied variables are customer participation, service quality, customer satisfaction and other concepts as well as the variable relations. Mills and Morris (1986) argues that, due to the different industry for customer information, contacts and other projects have different requirements, so the different industry for customer participation requirements also vary. Therefore the research in seven dimensions to measure industrial customer participation degree, including:contract, to customer requirements, tasks, information processing, question, time and transferability, and according to the seven dimensions of service industry is divided into maintaining the relationship, interaction and personal interaction task three customer degree of participation in class. Which, if the service organization task interaction and personal interaction two features more obvious, more needCustomers involved in its production process, belonging to the needs of customer participation degree higher industry, for example, education, legal advisers, such as engineering company; if the interaction is the main purpose of maintaining the relationship, often explicitlyProcesses for production and consumption, low requirement on customer participation, which belongs to the needs of customer participation degree low industrial, for example:banking, retail. Although he thought the retail book and customer participation degree lower industry, but in recent years some scholars focus on retail customer participation in relevant research, and pointed out that encourage customers to participate in, to provide a good shopping experience to become a retail enterprises to increase their own competitiveness of retail industry, through serious homogenization bottleneck new angle of view. Nevertheless the, in the retail industry on customer participation and its and customer perceived value, customer satisfaction, customer loyalty, relationship is very scarce, and in the existing research, qualitative research is more than, little empirical research.In home furnishing retail industry as the background, in order to IKEA for a case study in home furnishing retail customer participation and satisfaction between the two there is what kind of relationship. The home furnishing retail customer participation is to customer satisfaction influence. The customer involvement and customer satisfaction with the literatures, and from the Chinese and foreign scholars on customer participation the definition, dimensions and related scale and the combination of home furnishing retail industry on their characteristics were properly modified, by way of depth interview questionnaire design. Nevertheless the, in the retail industry on customer participation and its and customer perceived value, customer satisfaction, customer loyalty, relationship is very scarce, and in the existing research, qualitative research is more than, little empirical research. Based on the questionnaire pre-test to ensure its reliability and validity. In the data analysis found in home furnishing retail environment customer participation has a positive effect on customer satisfaction. Finally, the conclusions on the basis of home furnishing retail terminal, making marketing strategy suggestions for home furnishing retailers terminal to encourage customers to participate in, improve customer satisfaction contributed more to the customer for the purchase.This paper focus on the study of home furnishing retail terminal environment customer involvement and customer satisfaction investigation and analysis in the retail industry, home furnishing in the customer which participation has a significant effect on customer satisfaction. This research has certain theory value and practice meaning. First of all, the research of this one problem to deepen customer participation and satisfaction between the two studies, and the two placed in home furnishing retail environment to carry on the discussion, it compared with the existing research has certain theory value of innovation, so that customer participation theory the applicable range is expanded; secondly in this paper, the qualitative research method and quantitative research method of furniture retail environment customer participation in customer satisfaction and the relationship between the two has carried on the empirical analysis, for future research to provide certain theoretical basis for home furnishing store retailers, and formulate marketing strategy has a certain reference value.