Research&Simulation Of Customer Satisfation In View Of Mental Accounting

As the development of economy in recent years, people’s consumption level is getting higher and higher. At the same time it is long over the days of resource shortage and the condition of seller’s market. And it has become a common behavior of all enterprises to fight for market. Marketing is a practical problem that attracts a lot of academic attentions. Meanwhile, As the development of marketing theories, researchers in modern enterprise management marketing field have gradually realized that sustaining "old customers" is a very efficient method compared to expanding "new customer". In the view of costs, the cost of maintaining old customers is far lower than the cost of developing new customers, and on the other hand, the old customers’repeat purchase constitute the vast majority of enterprise sales. More and more enterprises will also be focus in old customer repeat purchase in the marketing practice. At the same time, a large number of researches have shown that customer satisfaction is one of the most important factors that stimulate customers’repeat purchase. High customer satisfaction can effectively promote the customers’repeat purchase behavior and vice versa. From this point of view, research on customer satisfaction has the important practical significance.For a long time, there are a lot of scholars devoted themselves to research in customer satisfaction. These researches are mainly in three areas, what the factors that can affect consumer’s satisfaction are, how to measure satisfaction and what the influence of consumer satisfaction is. Through the analysis of previous research, we found that previous studies failed to look into the inner operation mechanism to solve the problem of customer satisfaction. And for the group consumers, these studies haven’t considered the complexity and interactivity of customers in groups. Besides their research are mostly based on the empirical analysis method which is static. Therefore, we choose a new perspective of mental accounting to look into the consumers’satisfaction. Besides this study propose the method of social science experiment computing to study the regular pattern of group customers’ satisfaction. We found that the word of mouth spread fully can effectively promote the group’s overall customer satisfaction. On the basis of the conclusion, we also put forward some corresponding suggestions for the enterprise management practice.