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A Study on The Influencing Factors of Consumer Satisfaction with Dairy Products in Sichuan

Liyan Peng


Customer satisfaction is essential to the success of industrial products such as milk in today's marketing planning. In this paper, we present a conceptual model to measure the relative impact of various factors on customer satisfaction. For years, many business owners have attempted to find different methods for measuring customer satisfaction. They have tried to find possible barriers to building mutual trust between their activities and regular customers to have loyal customers. Loyal customers are considered the best source for promoting products and services through word-of-mouth. Therefore, detecting key components for customer satisfaction plays an essential role in the success of any organization. The three research objectives are; to analyze the current influencing factors of consumer satisfaction with dairy products, to explore influencing factors of perceived value and brand image to Sichuan customer satisfaction in dairy products, to formulate targeted marketing strategies, and provide valuable advice for maintaining sustainable development of dairy products and improving consumer satisfaction.


Influencing Factor; Customer Satisfaction; Dairy Products

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Included Database


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DOI: http://dx.doi.org/10.18686/fm.v7i5.6518