Study On Optimization Of Comprehensive Index System For Selection Of Famous Tea Hill In Anxi

In recent years,China’s economy continues to flourish,and constantly promote economic reforms,with stable growth of per capital disposable income,people in the pursuit of quality of life is also gradually rise.Fresh produce electricity,with the development of e-commerce big trend and development,especially in the new crown pneumonia outbreak broke out in 2020,a large number of users into fresh produce electric business platform,make its sales rose sharply,effectively promoted the rapid development of fresh agricultural products electric dealer market.Consumer satisfaction of products and services to businesses,the electric business platform is crucial,so the fresh produce electricity consumer satisfaction is of great significance.In reference to the research on the related literature on the basis of fresh agricultural products,fresh produce electricity,defining the concept of customer satisfaction,combed the inconsistent expectations theory,customer delivered value theory,service quality and the correlative theory.Fuzhou fresh produce electricity industry based on the actual situation to the customer satisfaction theory analysis framework,and based on the perspective of the consumer from the purchase,purchase,after purchase before the whole process of expected before purchase,product prices,the user experience,marketing strategy,cold-chain logistics guarantee of product quality,risk,7 research hypothesis,by reference to relevant maturity scale,design the Fuzhou fresh produce electricity customer satisfaction questionnaire,and on the basis of preliminary research on the scale to carry on the preliminary survey analysis,after the adjustment the final questionnaire.On formal investigation stage,through the way of combining online invitation in Fuzhou have fresh agricultural products consumers online shopping experience to fill in the questionnaire,recycling effective questionnaire 332 copies.Using the SPSS software to the influence factors of customer satisfaction has carried on the correlation analysis and multivariate linear regression analysis.According to the empirical analysis of the results of this study the following conclusions: first,the product price,user experience,cold chain logistics,product quality,risk guarantee has significant positive influence on customer satisfaction;Purchase before the expected level has a significant negative effect on customer satisfaction;Second,the marketing strategy has no significant effect on customer satisfaction.Accordingly put forward six countermeasures and Suggestions:(1)to ensure quality of fresh agricultural products,pay attention to the fresh agricultural products safety and reasonable(2)reduce the fresh agricultural products consumers buy before the expected level,(3)consumer demand,improve the user experience,(4)improve the ability of cold chain logistics distribution,ensure freshness of fresh agricultural products,(5)the diversification of commodity prices and reasonable pricing,(6)improve the quality of service,reduce consumer risk.