农产品区域公用品牌顾客满意度提升探究——以青州蜜桃为例

为提升青州蜜桃消费者满意度,本文结合经典理论CCSI模型,根据感知质量、品牌形象、感知价值、顾客满意度、顾客忠诚度以及顾客抱怨这六个二级指标,十六个三级指标,采用因子分析法,对青州蜜桃的顾客满意度进行实证分析。结果表明：青州蜜桃顾客满意度综合得分处于“一般”等级;在各个公共因子满意度排序中,顾客忠诚程度、品牌形象打造这两项公因子得分最低,应主要从加强青州蜜桃的顾客忠诚度与品牌形象打造入手,寻求建设路径,以提升其顾客满意度,打造优良品牌。

Research on improving customer satisfaction of regional public brands of agricultural products--Taking Qingzhou peach as an example

In order to improve the consumer satisfaction of Qingzhou honey peach, combined with the classical theory CCSI model, this paper makes an empirical analysis on the customer satisfaction of Qingzhou honey peach by using factor analysis method according to the six secondary indicators and sixteen tertiary indicators of perceived quality, brand image, perceived value, customer satisfaction, customer loyalty and customer complaint. The results showed that the comprehensive score of customer satisfaction of Qingzhou honey peach was in the "general" level; In the ranking of satisfaction of various public factors, customer loyalty and brand image building have the lowest scores. We should mainly start from strengthening the customer loyalty and brand image building of Qingzhou honey peach, and seek the construction path to improve its customer satisfaction and build a good brand.