Research on customer satisfaction of y company's liquid milk products based on CCSI model

Abstract

In the context of healthy life, liquid milk plays an increasingly important role in human health. The rapid growth of liquid milk consumption has led to the emergence of dairy enterprises, which has also brought greater competition. The managers of dairy enterprises pay more attention to customer satisfaction, hoping to retain the original customers and attract more customers. By collecting and analyzing the literature on customer satisfaction, this study constructed the customer satisfaction evaluation of liquid milk products in Y enterprise. Taking the liquid milk consumers in Y enterprise as the research sample, the SEM structural equation model was constructed to analyze the model fitting data. According to the research conclusion, brand image is positively correlated with customer perceived quality, customer satisfaction with liquid milk and expected quality of liquid milk; expected quality of liquid milk is positively correlated with customer perceived value; customer perceived value is positively correlated with customer satisfaction with liquid milk, while customer satisfaction with liquid milk is positively correlated with customer loyalty. On this basis, this study also proposes the relevant countermeasures to improve customer satisfaction and adds examples that could be used for reference in the study of customer satisfaction