Study On Influencing Factors Of Yangcheng Lake Hairy Crab Consumer Satisfaction

The competition in China’s hairy crab market is very fierce.The Yangcheng Lake hairy crab brand with the identity of "geographical indication" should be aware of the important role of improving consumer satisfaction in order to achieve long-term and stable development and always maintain a place in the cruel market competition.At present,there are few studies on the combination of geographical indication agricultural products and consumer satisfaction.Therefore,the study of Yangcheng Lake hairy crab consumer satisfaction can not only enrich the theory of satisfaction,agricultural products and other related fields,but also have a certain reference value for other geographical indication agricultural product brands to improve consumer satisfaction.Taking Yangcheng Lake hairy crab,a famous agricultural product with geographical indications in Suzhou,as the research object,this paper constructs a research model based on the theory of satisfaction.In this model,consumer expectation,perceived gain and perceived loss are the cause variables of consumer satisfaction,and consumer complaint and consumer loyalty are the outcome variables of satisfaction.SPSS and Amos software are used to process the survey data,reliability and validity analysis and empirical analysis,demonstrate the hypothesis,analyze and compare the degree of satisfaction of various factors,and draw the following conclusions:Consumption expectation has a significant impact on the "gain loss" dimension of perceived value,but it has no significant impact on consumer satisfaction.Second,the "gain loss" dimension of perceived value has a significant impact on consumer satisfaction.Each dimension of perceived profit has a significant positive impact on satisfaction,among which product perception has the greatest impact on satisfaction,followed by logistics quality perception,and service perception has the least impact on satisfaction;Each dimension of perceived profit and loss has a significant negative impact on consumer satisfaction,and the impact of monetary profit and loss on satisfaction is greater than that of time profit and loss.Third,consumer satisfaction has a significant positive impact on consumer loyalty and a significant negative impact on consumer complaints.Fourth,consumer complaints have a significant negative impact on consumer loyalty.Finally,according to the research conclusions,this paper puts forward some suggestions to improve the satisfaction of Yangcheng Lake hairy crab consumers from four aspects:improving the product control standard,strengthening the market supervision,strengthening the quality training of brand service personnel,using cold chain logistics to distribute products,purchasing relevant insurance to reduce the risk of cargo damage,and strengthening the construction of after-sales service system and complaint handling mechanism.