Research On Customer Satisfaction Of Shuanghui Meat Products

With the increasingly competitive environment,an increasing number of enterprises have put forward the concept of "customer-focused".In recent years,with the occurrence of safety incidents,such as "clenbuterol","rat meat" and other meat products,customer satisfaction with the meat products industry is getting lower.Therefore,studying meat products from the perspective of customers is helpful to understand the level of customer satisfaction,find out the combination of influencing factors of customer satisfaction,and put forward reasonable suggestions for improving customer satisfaction.This study took Shuanghui meat products as an example,and used the grey correlation fuzzy comprehensive evaluation and the fuzzy-set qualitative comparative analysis(fs QCA)to study the customer satisfaction.Considering the influencing factors of customer satisfaction and the industry characteristics of Shuanghui meat products comprehensively,a customer satisfaction evaluation index system of meat products with5 first-level indicators and 14 second-level indicators was constructed,and a satisfaction evaluation model based on the grey correlation fuzzy comprehensive evaluation was proposed.According to the evaluation indexes and the models,and combining with the grey correlation fuzzy comprehensive evaluation and fs QCA,the customer satisfaction of Shuanghui meat products was studied.The results showed that the customer satisfaction level was general,but there was much room for improvement,among which the perceived value,perceived quality and safety risk perception were the main factors affecting customer satisfaction,but the role of a single factor could not achieve the improvement of satisfaction.The resulted 8 configurations were divided into five modes according to the core conditions,including quality safety,quality perception,value perception,risk perception and quality value type,among which customers with quality value were the most likely to produce high customer satisfaction.Combined with the analysis results and the actual situation of the company,the countermeasures were proposed to improve the customer satisfaction of Shuanghui meat products,mainly covering: improving the perceptual quality,setting reasonable prices and strengthening safety education.Through the study on customer satisfaction of Shuanghui meat products,reasonable suggestions were put forward for the further development of Shuanghui company,with reference value for the improvement of customer satisfaction of the meat product industry.9 pictures,30 tables,64 references.