The Research Of The Impact Of Customer Satisfaction On Price Tolerance

The price is not just a number on the label,it comes in many forms and plays many functions.For consumers,price often implies quality;for companies,price can convey the value orientation of the company’s expected product or brand;of course,more realistically,price is the only one in the marketing mix that can directly bring The element of income.For the enterprise,it is undoubtedly the higher the price of the product,the better.Therefore,the highest price a customer can accept before transferring the purchase plays an important role in the pricing decision process of the enterprise.But it is obvious that consumers usually do not like to raise prices,and rashly rising prices will inevitably lead to the loss of customers.How can we make more profits without the loss of customers?This article carries out research on price tolerance with this purpose,enriches relevant theories and proposes marketing recommendations.In this paper,the influence of customer satisfaction on price tolerance is taken as the main line.After sorting out relevant literature,adding the customer’s price-fair-perception,conspicuous consumption propensity and customer involvement degree,the research model of this paper is constructed and related.And the research hypothesis is proposed.In the empirical stage,the scales of the five variables involved in this paper were designed by the literature research method,then the questionnaires were formed.The data used in the empirical analysis all came from the questionnaire survey.In this paper,SPSS is used to analyze the reliability of the whole questionnaire and variables;the structural equation model was constructed,the model was fitted with AMOS,and the path analysis was performed on the final model.The empirical results show that customer satisfaction has a significant positive impact on price tolerance,that is,the higher the customer’s satisfaction with the product,the more willing to accept higher product pricing;the degree of customer involvement is positive for the customer’s price tolerance to the product.To influence,that is,in the process of purchasing a product,if the customer thinks that the product is important or interested in the product and is closely related to itself,the customer will spend more time on information collection,evaluation and purchase decision making.In this case,the price of the product is more "tolerant";the consumer’s conspicuous consumption tendency has a positive impact on price tolerance,that is,in the purchase behavior,some consumers have a strong sense of conspicuousness,then this Consumers will be more willing to pay more than others,and will be more able to accept the relatively high price of the product,that is,the price tolerance of the product is higher.On the basis of the empirical results,some marketing suggestions are put forward around the core of "improving the price tolerance of customers".This paper believes that enterprises should improve consumers’ price tolerance by improving customer satisfaction,improving consumers’ price perception,increasing customer involvement,and paying attention to conspicuous consumption,ultimately bringing more profits to enterprises.