An Empirical Study On Customer Satisfaction Factors Of Toothpastes

In the 40th anniversary of Chinese reform and opening,the consumption structure and environment have changed significantly with the continuous improvement of the Chinese residents7 income level,which result in such phenomenon that the simplex product function and service concepts are far from the psychological needs of Chinese consumers.Individuals are increasingly eager for superior-quality products and services in daily life.As a product category closely related to people's lives,non-durable consumer goods range from tobacco,alcohol,beverages,food,daily chemicals,pharmaceuticals to other fields,the quality of which can directly affect users'health,household hygiene,personal safety and ecological environment;more importantly,the experience of satisfactions with the products would directly determine the users' sense of happiness.As far as corporate operations are concerned,the customer satisfaction is equally of great importance.According to the marketing theory,products are not just an object physically in space and marketing is more than selling;any high-quality products would not be popular with customers if without focus on their satisfactions.Although huge market and generous profits,the non-durable consumer goods are highly homogenized with fierce market competition.So hunting for consumers'needs and satisfactions become a successful key in operation w-hether in the aspects of product research and development,market positioning or advertising.This is one of the important reasons that the customer satisfaction theory has received much attention since it was introduced into the marketing field in the 1970s.Based on the customer satisfaction index model of Chinese non-durable consumer goods,this paper would analyze the customer satisfaction factors of toothpastes in detail with reference to the main research results of customer satisfaction theory at home and abroad.And then,descriptive statistical analysis,validity analysis,reliability analysis and correlation and regression analysis were carried out on the data from 312 valid questionnaires by SPSS22.0 software.The following main conclusions are:1.In customer satisfaction factors of toothpastes,brand image,perceived quality and perceived value have directly positive influences on customer satisfaction,in which perceived value has the greatest influences of all,second is perceived quality and then brand image.2.In customer satisfaction factors of toothpastes,brand image,perceived quality,perceived value and customer satisfaction have directly positive influences on customer loyalty,in which customer satisfaction has the greatest influence of all,second is perceived value and then perceived quality and brand image.3.In customer satisfaction factors of toothpastes,brand image and perceived quality have directly positive influences on perceived value and the greater influence is from perceived quality;brand image has directly positive influences on perceived quality.