The Research On Virtual Community Relationship Of Consumer Mutual-help Service And Customer Satisfaction

Predecessors have carried on plenty of deep and fairly effective researches toservice-failure, however, few people involves in the filed of product-failure. Thetraditional theory supports that by means of internal quality inspection and control,those product manufacturers can settle the problem of product-failure (quality trouble)in the embryonic stage. But as technology advances, for some personalized and highdegree of intelligent goods (such as mobile phone), the failure causes of products havenot only range from the quality question, but also extended to all the troubles anddiscomforts felt in the course of usage. Nevertheless, the traditional customer servicecould not powerfully deal with this sort of non-quality product defeats.According to the relevant data, the exchange of information between consumersin virtual communities is gradually becoming an important way to resolve productperception fault. When the customers enter the virtual community, they will more orless browse and receive information, and these actions would inevitably affect thesensation and evaluation of the consumers to the goods purchased. So how to definesuch behavior of remedying product-failure, and to explore the mechanism of whichimpacts on customer satisfaction, has become a problem that the enterprises need tourgently solve.Based on the above reality confusion, in addition to the lack of theoretical research, this paper will be divided into two parts. Firstly, in fictitious community, wedefine the mutual assistance as the consumer collaborative service which is measuredfrom three dimensions respectively including“mutual subject”, the“mutual means”,and the“mutual atmosphere”. Afterward through the positivistic study, taking thelevel of customer satisfaction as weight to the grade of consumer mutual-help service,we establish a model between the above two. The model discovers: the threedimensions all have a significant positive impact on consumer satisfaction, and sucheffects are to be reflected through the repairing the consumers’expected demand tothe products.