The Theory and Empirical Research of Customer Marketing Based on Satisfaction

The research of customer satisfaction greatly promoted the development of customer marketing, but the existing research emphasize the results and feedback effect of customer satisfaction; ignore its core link role. This paper analyzes how classification of customer profits; determination of target customers; setting file according to the customer perception and adjusting according to customer communication, these four aspects improve customer satisfaction, and build a structural equation model to verify all aspects of the impact mechanism.


Introduction
As the core concepts of marketing Science, marketing concept has been recognized by everybody, and become the mainstream of marketing concept.The market marketing core--4P marketing strategy have been the basic business philosophy to guide the practice of corporate marketing.However, with the continuous development of market competition, the research content and environment of marketing have changed dramatically, customer is becoming more and more active in the market, the rapid development of modern IT make the communication between enterprise and customer more convenient.Enterprises have not sufficient to ensure the competitive advantage relying on good products and excellent quality, the limitation of the traditional marketing theory increasingly prominent [1] .In this context, customer marketing theory has been more and more attention.Customer marketing idea has been more than 50 years, but specific theory system of customer marketing is not so perfect as marketing.The promoting function of customer satisfaction to customers to buy has been the proof of many scholars, but the academic study of how to achieve customer satisfaction rarely involved.Enterprises are already familiar with the differential positioning for product marketing theory (STP), but they don't know how to apply customer satisfaction theory to guide marketing activities of enterprises.This paper expounds the implementing steps of customer satisfaction in theory, thereby establishing the theoretical model and expanding customer marketing theory to a new level, set up a new model of buy and exchange in buyer's market.

Customer profits
It may be different between the benefits product provide and customer actual perceived [2] .Chen Jingdong, Gao Xiaoqian (2010) put forward the concept of profits, think of the profits formed based on the interests, Interests in marketing, said a person getting benefits in the process of consumpting or purchasing products or service.However, profits refers to the perceived interests of customers in the process of purchasing products or services, is subjective customer perceive of the objective product benefits, so the realization of the profits is higher than the realization of the interests [3] , shown as figure 1. Customer profit is all the interests of consumers can feel from the product or service to meet specific consumer needs and psychological needs, so that consumers get the feeling of interests to achieve.The thought of profits comes from the analysis of the value and interest.Philip Kotler think customer value including product value, service value, personnel value and image value four aspects.Yu Xiangping (2008) proposed multi-stage transfer process of customer value and corporate value, product benefits including the economic interests, the function interests and the psychological (emotional) interests [4] .Chen JingDong, Han Wei (2010) think product benefits including function interests, economic benefits and emotional interest [5] .Therefore, customer profits can also be divided into products profits, service profits, image profits and personnel profits.And among them products profits are divided into function profits, economic profits and emotional profits.

Analysis of Customer satisfaction
The more interesting products provide to customers, the less regret emotions customer will feel in the process of buying, but the product benefits but can not make customer satisfaction, only when the customer perceived profits reached a certain level, the customer will be satisfied with the turn to buy.However, the customer profits are affected by the cognitive level, the gap between the cognitive level of different customer make their attention are not the same, STP theory for the enterprise to provide a reference for all levels of profit to influence customer buying behavior.The difference is that, the STP theory is based on product differentiation, but the core of customer satisfaction analysis is the gap between the level of customer awareness.To make customer satisfaction and the formation of the customer to buy, Requires that companies first graded on customers according to the customer profits, customer profit to include all the cognitive interests of the customer on product or service, is a multi-level and a diversified collection, enterprises should determine the customer profits classification factors, and individual factors classification sorting in four aspects of the product, service, image and personnel.Second, the enterprise should determine target customers combining with the results of classification of customer profits, for the same product, different customer value different profit; The same product enables different customers to achieve the level of satisfaction naturally have a big gap.different from chosen target market in product marketing, determine target customers in customer marketing is to determine the importance degree of every profits in the minds of customers, thus ensuring that provide profit to the customer is which they value.Again, the enterprise should combine customer perception of the product with its own core competency, to determine the grade of the product in the minds of customers; product quality usually refers to the Hierarchy results of the style design, the number of function, the level of quality or brand reputation, etc.Each of the customers in mind with the most suited to their grade, not the higher the price the higher the grade for the customer.Finally, the cognitive level of the customer is constantly changing, the customer profits will also change, so the company should be prepared to communicate with customers, master the changes of customer profits and make corresponding adjustments to the product.Customer awareness of profits from product or service is the prerequisite for customer satisfaction.For businesses, identify the customer profit is not so easy, these four steps are closely interlinked, each step in the realization of the companies closer to customers' needs, but also to a higher degree of customer satisfaction.
Here we hypothesis: Hypothesis 1: classification of customer profits has a positive significant effect on customer satisfaction Hypothesis 2: determination of target customers has a positive significant effect on customer satisfaction Hypothesis 3: setting file according to the customer perception has a positive significant effect on customer satisfaction Hypothesis 4: adjusting according to customer communication has a positive significant effect on customer satisfaction

The Empirical Study of Customer Marketing Based on Satisfaction
On the basis of exploratory research and advisory panel interview, this study used the survey questionnaire, conducted a survey on car use of the crowd.According to the conditions of model identification, the model established in this study is a recursive, identifies the model, and the measurement model has been validated, with a better fitting effect.Therefore, we test the underlying assumptions and theoretical models.Data analysis using maximum likelihood estimation method to estimate the parameters through the analysis of survey data processing, use AMOS18.0 this article to set the measurement of the structural equation model and structure model derived in Figure 2 of the road map, which related marker of the concepts and indicators in Table 1.

Figure2 Model of non-standardized path estimates
According to the measurement model in the first-order factor, structure factor at the level of reliability and validity, goodness of fit of the model and analysis of the correlation between each variable problems, the results of the analysis, no matter from which perspective between survey data and the model has a better fit.The following article should further degree of correlation between each variable in the research and conceptual model, that is, generally speaking the path analysis, as shown in Figure 2 and Table 2.The data show that: Hypothesis 1, Hypothesis 2, Hypothesis3, and Hypothesis 4, have been verified, the empirical process and the results of this study is ideal, basic to achieve the desired goals.The empirical validation of the theoretical model showed in Figure 3.

Conclusion
Customer marketing is developed on the basis of the traditional marketing products and services as the core; its production and development improve the theoretical system of industrial society marketing, and also provide a method for businesses to obtain a competitive growth advantage.To maximize customer satisfaction as goal, is Conducive to achieving the unification of business interests and customer profit; customer profits raised to the height of customer satisfaction via the STP theory, and it is the key to prompt customers to buy.From the above analysis, it is easy to see that classification of customer profits; determination of target customers; Setting file according to the customer perception and adjusting according to customer communication are conducive to increased customer satisfaction, and ultimately the formation of the customers to buy.
As an exploratory study, the innovation of this paper are: (1) Expanded the theoretical framework of customer marketing based on customer satisfaction analysis; (2) Dig out the way to achieve customer satisfaction; (3) Positive customer satisfaction analysis steps, verify the feasibility of the theory.But, given the exploratory nature of this article, on the theoretical analysis and empirical research is still very limited, there are many in-depth research topics, such as the research of 4C customer marketing strategies and customer commitment.Therefore, in-depth study of customer marketing theory has yet to be continuous research and expand.

Figure 1
Figure1Enterprise product benefits and customer's perception of profits