Research On Key Requirements Factors And Customer Satisfaction Of P Company’s Blind Box Products

Bing Dwen Dwen,the mascot of the 2022 Beijing Winter Olympic Games,is loved by people all over the world.Everyone is lining up to buy the Bing Dwen Dwen blind box.Since 2015,the blind box industry has sprung up rapidly and swept the domestic trendy toy market.Blind box products have gradually entered the public’s vision and become the hot topic of discussion.With the passage of time,the types of blind boxes have become more and more diverse,and blind box products cooperating with various IP have sprung up;Blind box is no longer limited to the trend toy market and gradually extends to all walks of life.The unknowness of the blind box stimulates the curiosity of customers and brings stimulating experience and emotional satisfaction to customers.The key customer requirements of the blind box are different.Customers buy not only products and services,but also the stimulating experience process of drawing the blind box.The key customer requirements of the blind box need to be explored.With a wide range of blind box products and fierce market competition,providing customer satisfaction has become the way for blind box enterprises to win.Taking the blind box products of P Company as an example,this thesis studies the key customer requirements and customer satisfaction of the blind box products.Based on the text mining of P company’s blind box products online comment data and the grounded theory analysis of interview data,this thesis comprehensively condenses the 19 key customer requirements of blind box products,and constructs the consumer purchase path evolution model of P company’s blind box products.The key customer requirements of blind box products are classified with the traditional Kano model,and the secondary subdivision is carried out using the better-worse coefficient to further clarify the positioning of each customer requirement.Customer satisfaction evaluation model of blind box products is built.The research finds that attractive requirement and Must-be requirement have a significant positive impact on customer satisfaction;Must-be requirement and One-dimensional requirement have a significant negative impact on customer dissatisfaction;Customer satisfaction has a significant positive impact on customers’ repeat purchase intention,but it is not prove that customer dissatisfaction has a negative impact on customers’ repeat purchase intention.Finally,the index weights of satisfaction is calculated with grey correlation analysis.This thesis calculate the customer satisfaction scores of blind box products,and put forward improvement suggestions for P Company and blind box products.The main contributions of this thesis are as follows:(1)Key customer requirements of blind box products is refined,and excavate the unique customer requirements of blind box products such as uncertainty,experience function and emotional function.(2)Subdivide the key customer requirements of various categories of blind box products by using the better worse coefficient.(3)This thesis builds the evolution model of consumers’ purchase path of P Company’s blind box products,and explore customers’ consumption psychology and purchase reasons.(4)Based on the two factor theory and Kano model theory,this thesis explores the relationship between various key customer requirements with customer satisfaction and customer dissatisfaction.(5)This thesis calculate the customer satisfaction of P Company’s blind box products,find out the key influencing factors and put forward improvement suggestions.