Influence of consumption experiences on customers' satisfaction:an empirical study on fresh farm products in Wuhan, China  

作　　者：Li Chuncheng Zhang Juntao Li Chongguang 

机构地区：[1]College of Economics Management,Huazhong Agricultural University,Wuhan 430070,P.R.China

出　　处：《Ecological Economy》2007年第2期149-158,共10页生态经济（英文版）

基　　金：This work is supported by National Natural Science Foundation of China（Grant No.70473027）；Doctoral Found of Ministry of Education of China （2005.0504014）.

摘　　要：Which factors influence customers’ satisfaction? Which way or path does each factor influence and decide customers’ satisfaction? These problems are the focuses of the research on customers’ satisfaction. This paper analyzes the survey data from some customers in the fresh farm food supermarket of Wuhan City with factor analysis method, multiple linear regression method, etc. The analysis results reveal that: 1) the consumption experiences decide custom- ers’ satisfaction degree through influencing the customers’ expectation and the perceived performance, namely the consumption experiences is the important factor which decides customers’ satisfaction; 2) the consumption experiences that influence customers’ satisfaction is a multi-dimensional construct, including such four dimensions as product consumption experience, service experience, shopping convenience experience, supermarket environment experience; furthermore, the degree that different consumption experiences influence customers’ satisfaction is diverse, and the product consumption experiences are the most important factor. This paper is of realistic significance to a certain extent to enrich the theoretical research on customers’ satisfaction and promote the practice of agricultural product marketing.Which factors influence customers＇ satisfaction？ Which way or path does each factor influence and decide customers＇ satisfaction？ These problems are the focuses of the research on customers＇ satisfaction.This paper analyzes the survey data from some customers in the fresh farm food supermarket of Wuhan City with factor analysis method,multiple linear regression method,etc.The analysis results reveal that： 1） the consumption experiences decide customers ＇ satisfaction degree through influencing the customers＇ expectation and the perceived performance,namely the consumption experiences is the important factor which decides customers＇ satisfaction; 2） the consumption experiences that influence customers＇ satisfaction is a multi-dimensional construct,including such four dimensions as product consumption experience,service experience,shopping convenience experience,supermarket environment experience; furthermore,the degree that different consumption experiences influence customers＇ satisfaction is diverse,and the product consumption experiences are the most important factor.This paper is of realistic significance to a certain extent to enrich the theoretical research on customers＇ satisfaction and promote the practice of agricultural product marketing.

关 键 词：Consumption experiences Customers＇ satisfaction Influencing factor 

分 类 号：F126.1[经济管理—世界经济]