Study On Consumer Satisfaction Of Organic Food In Guoxin Modern Agricultural Company

In recent years,with the improvement of people's living standard,keeping in good health culture,popular and related consciousness enhancement,coupled with frequent food safety problems,more and more additive products was exposed,consumers increasingly favor no additives of food safety,in such a situation,to create a natural pollution-free said the organic food is in line with the current consumption hot spots,has the very good land.In the world,China is a big producer of organic products,but a small seller.China's organic land area ranks fifth in the world,but its per capita consumption of organic food is far lower than the world average.Thus,in the current environment,problem is no longer the production of organic food in our country,but the sales link,the sales link a component group is essential to the consumer,the current industry sales model has been a shift from the traditional product marketing marketing for customers,more concerned about the customer's feelings,customer satisfaction can directly affect the product sales.In this context,this study decided to take the organic food consumers of changchun guoxin modern agricultural science and technology development co.,ltd.as the research object,and selected the satisfaction of organic food consumers as the research point to explore the main factors affecting the satisfaction of organic food consumers.First of all,this study reviews the organic food consumers and customer satisfaction related literature,with the help of American customer satisfaction index(ACSI)model theory,design institute need the indicators,and through the factor analysis(FA)method to Kaiser standardized orthogonal rotation,these indicators to extract the six major influence factors,which are customer expectation,perceived quality,perceived value,customer satisfaction,customer complaints and customer loyalty,as the next step of structural equation model of latent variables.Secondly,this research adopts the method of field survey to collect data and carry out empirical research.In descriptive statistical analysis,it mainly analyzessome basic information of consumers.In the empirical analysis,the normality test and the reliability and validity test are first carried out.The test of normality USES the k-s value test to reject the null hypothesis,indicating that the data is not normally distributed.Therefore,the generalized least square(GLS)estimation method is used in the whole study.Cronbach's Alpha coefficient was used for the reliability test,and the content validity test,as well as the confirmatory factor analysis test,discriminant validity test and convergent validity test were carried out under the construct validity test.All the research data passed the test and had good reliability and validity.The last step is to establish the structural equation model.After the initial operation,the model's adaptability is not very good.The model is modified according to the modified index,and finally the model and data have a good adaptability.Finally,through this series of research process,the final conclusion of this study is obtained.Among the six factors of customer expectation,perceived quality,perceived value,customer satisfaction,customer complaint and customer loyalty,customer satisfaction has the largest influence on customer complaint,and the regression coefficient is-0.68,showing negative influence.The influence of perceived value on customer satisfaction is 0.46,which is positive.The next most influential customer complaint is customer loyalty,which is negative at-0.44.The regression coefficients of other factors are between 0.2 and 0.3.The specific direction of influence is that customer expectation has a positive influence on perceived quality,perceived value and customer satisfaction,and perceived quality also has a positive influence on perceived value and customer satisfaction.In the end,according to the research results,some Suggestions for the future development of guoxin modern agricultural science and technology development company are put forward.