The Theoretical And Empirical Research On Utility Set Based On Customer Satisfaction

Changes in the market environment, transformation of the main parts in market and the arrival of the individualized economy era make the limitation of the traditional marketing theory devoted to satisfying the objective products and services of the purchasers increasingly highlighted. "Customer guided marketing", especially after its core idea - customer satisfaction theory was proposed, has become a focused research in academia and brought a new way for the development of enterprises. Recently, with further theoretical research and the deepened enterprise practice, the research result - customer satisfaction can bring market profitability,improve market share, promote customer repurchase is not only recognized in academia but also confirmed in business practice. Since then, researches from many scholars have shown that,as the source of advantage in enterprise competition, customer value affects the formation of customer satisfaction. However, the less research on customer satisfaction achievement which is based on dynamic customer value performance leads to the lack of theoretical guidance for enterprises. In this context, the research on customer satisfaction achievement based on dynamic customer value performance has both theoretical importance and practical value, not only playing the core role of customer satisfaction in theory, but also providing operational analytical method to customer satisfaction achievement for enterprises.Based on customer value theory, utility theory, gap theory and customer satisfaction theory,with integrated application of literature research method, empirical research method and qualitative and quantitative analysis method, this paper analyzes the theory and empirical study of utility setting based on customer satisfaction, with value oriented by the basic level of the customer satisfaction and connotation of ordinal utility as the result. First of all, this paper summarizes the theory of customer satisfaction from the post and the front direction, proposes the limitations of existing research and draws the thought source of utility setting; Secondly,under the guidance of the medium environment, defines the thought formation of utility setting and proposes an exploratory method of utility setting from the perspective of dynamic customer value and customer perceived gap and establishes theoretical analysis model of utility setting based on customer satisfaction by depth analysis model, content composition and research procedures of utility setting. Finally, this paper makes an empirical analysis of the research thought by the fuzzy comprehensive evaluation method, choosing iPhone, Huawei and Xiaomi as objects in the smartphone industry, through the data collection of questionnaire survey, and in addition makes a definition between theoretical research and operational realization of the utility setting.The innovation of this paper mainly includes the following three aspects: (1) Exploratively proposes the mode, content composition and research procedure of utility setting. (2)Establishes theoretical analysis model of utility setting based on the source of thought, content composition and research results. (3) The exploratory research with value oriented by utility setting expands the research perspective of customer satisfaction.