How does the satisfaction model of a paid enterprise product create

Whether in the marketing area of traditional products or in the user experience area of Internet products, customer satisfaction of products or services is usually the focus of attention. Satisfied old users can create sustainable advantages and values, especially for the commercial products of the paid enterprise products, but also related to market share and users will repeat the purchase intention. In recent years, the domestic enterprises for enterprise-oriented SaaS model of pay-for-business products gradually rise, and began to form a competitive landscape. The SaaS model means that the product or service provided to the user is discrete and the user can replace it with another product or service at any time, with a relatively small replacement cost. In addition, the cost of maintaining an old user is much lower than the cost of developing a new user for the provider of a product or service, and the value of an old user is much higher than the value of a new user, which is well known to all. Therefore, it is important to evaluate the customer satisfaction with the product or service and to guide the work of the product team.

When evaluating products, we usually design satisfaction questions in a questionnaire survey: "Overall, your satisfaction with XX products is?". Overall satisfaction assessment can help us to locate the product or service status, and competing goods differences. But to better guide the next stage of work, it is best to understand the formation of user satisfaction process, that is, build a satisfaction model. Through the establishment of satisfaction evaluation and satisfaction model, we can understand which links have problems, so as to understand the reasons, find solutions, and strengthen the optimization of products and services. This article from the author responsible for the payment of enterprise products, based on the enterprise product research experience, and combined with previous research, describe the satisfaction model we tried to create.

The theory of basic satisfaction

The research on customer satisfaction has arisen in the the 1970s, which is based on the theory of cognition. So far, more satisfaction models have been developed, and each model tries to make the best explanation for the formation mechanism of the object of study. In the field of computer and Internet, the current satisfaction model and scale are mainly based on information system and end customer usage environment, such as "User information satisfaction (users information Satisfaction,uis)", "End-User computer Use Satisfaction" (end-user Computing satisfaction,eucs) "," Customer information satisfaction (customers information Satisfaction,cis), etc. However, these models and scales cannot be fully applied to paid enterprise products.

In all satisfaction models, the expected model is the most basic, the expected-inconsistent model (expectation-disconfirmation). The model is often referred to as the basis of the classical customer satisfaction theory, and most of the models are built on the basis of it. The theory holds that satisfaction is the cognitive outcome of expectations compared with performance. We build a pay-for-enterprise product satisfaction model, also based on the expectation-inconsistency theory.

Perceived value and behavioral intent

From the user's point of view, to obtain value is the most basic purchase goal. Perceived value is critical because the perceived value of the user can directly change the direction and extent of user perceived satisfaction/dissatisfaction. Perceived value is the link between perceived performance, perceived cost and future behavioral intention, and can better help explain the willingness to repeat purchases and brand loyalty. For paid enterprise products, in addition to user satisfaction, the user's perceived value is also an important indicator to be measured, we put it into the satisfaction model.

Value itself is an abstract concept, its meaning depends on the situation. For example, in the field of economics, value equates to utility; in the field of sociology, value refers to the values of man. In the field of marketing, value is usually defined from the user's point of view, usually the ratio of total revenue to total cost. The value of user perception is not limited to this, but also includes social, emotional, and even cognitive aspects of the composition. In our experience, users often refer to the value of paid products as "price/performance" and "value for money". So, simply defined, we define value as a trade-off between the product experience (performance) and the price.

Both before and after the purchase, the user will form perceived value. and satisfaction, for the paid enterprise products, only after the user purchase and use will be formed, is the overall product and service assessment and emotional response. Allen has shown that emotional phase is a better predictor of behavioral predictors than cognitive assessment. Therefore, we believe that value is indirectly reflected by satisfaction in the intention to repeat the purchase, for the paid enterprise products, satisfaction is the only predecessor of the intention to repeat the purchase.

Therefore, we have preliminarily obtained the following models:

Enterprise User Purchase Process variables

Most organizational buying behavior models (OBB model) show that the buying environment, organizational level and individual variables all affect the organization's buying process. These factors in the purchase process directly affect user expectations and perceived performance, thus affecting user satisfaction. For a paid enterprise product, the user to whom the product is oriented is the enterprise user, and the variables need to be taken into account in the satisfaction modeling.

New heterosexual. When making an enterprise purchase decision, there are usually many individuals involved in the enterprise, such as business owners, middle and senior managers and it procurement-related personnel, especially in large and medium enterprises. For small businesses, policymakers may have only the owners themselves. Compared to personal products, paid enterprise products often have complexity. The new opposite sex of the enterprise buys the environment, refers to the enterprise decision individual lacks the similar product purchase experience. Obb theory suggests that people seek more information when they lack the knowledge to buy decisions. Compared to companies that have similar products to buy and use experience, companies that buy new-sex firms rely more on sales-side verbal explanations and presentations. The author has followed the observation of sales staff to sell enterprise products, including telemarketing and door-to-door sales, found that sales to sell products, achieve performance, often tend to exaggerate product features or the purchase of product performance commitment too much. Therefore, if the product is new to the enterprise users, then users may have higher expectations of the product, and based on exaggerated and excessive commitment, the user's perceived performance will be relatively low. The new heterosexual not only exists in the enterprise buying environment, but also exists in the individual. The implementation of the products of paid enterprises in the enterprise often needs to be extended to the enterprise management level, which requires a period of training and adaptation. Individual employees ' knowledge and experience of similar products can also affect the individual's use of the product and perceived performance.

The importance of purchasing decisions. In our enterprise products, there is a positioning for marketing-oriented products. In qualitative research, we find that small micro-enterprises, especially start-ups, are in dire need of drainage and promotion, and they have a higher expectation of this product. McQuiston defines the importance of purchasing decisions as the impact of user-perceived products on organizational productivity and profitability. We use this definition as a definition of the importance of purchase decisions in the model. The more important the product is to the enterprise, the higher the user's expectation of the product. But the impact of products on the productivity and profitability of enterprise users may be difficult to assess accurately, such as a communication-oriented enterprise product. This creates maladjustment, the product is important to the enterprise, but the product effect cannot be measured accurately. According to the dissonance theory (dissonance germ), users tend to reduce dissonance and tend to perceive product performance more aggressively.

Uncertainty。 In the investigation of the reasons for the purchase of products, some enterprise users said "first use to see" "before using XX, for a try", or by the product market activities attract, such as "buy a year to send three years." Such users, whose purchase decisions are uncertain, can affect user expectations and perceived performance. Therefore, we incorporate uncertainty into the model. Here, we define uncertainty to measure the uncertainty of decision makers in making decisions. Similarly, according to the theory of misalignment, we can infer that the higher the uncertainty of decision making, the lower the user's perception of product expectations and product performance.

The trust of the brand. In the choice of paid enterprise products, users will actively seek the trust brought about by the big brand. For example, to financial software, the user generally first thought of Kingdee, Ufida. As Tencent's enterprise products, we are often users of Tencent brand "biased personal" "biased entertainment" impression of the impact. In the CCW report we can also see that users in the choice of management software and enterprise instant Messaging software, brand influence is a priority factor, there is a "big" brand pursuit. Therefore, it is necessary to incorporate the influence of brand into the satisfaction model of the product of the paid enterprise. Here, we measure the degree of user trust in the brand. The higher the brand Trust, the higher the user's expectation of the product, and the higher the perception of product performance.

Therefore, the following models are obtained:

Sales and service Quality

At home, similar to the traditional industry, most of the current pay-enterprise products will also build channels for sale. The author is responsible for the enterprise products are sold by distributors. In addition to sales, dealers will also provide customers with after-sales service support. Although it is a third party, the dealer sales staff in the sale of products and provide services to represent the product development side. When doing product research, users will feedback the distributor's service problem in the product question feedback question, such as "the dealer does not develop the ticket" such question also can directly affect the user satisfaction. The user understands the quality of the distributor's service and the product is bound together. Therefore, it is necessary to include the satisfaction model in the evaluation of distributors ' sales process and service. This gets the model:

Consideration of different roles in the enterprise

Enterprise Product-oriented enterprise users, internally containing a variety of roles of individual users. The overall satisfaction level of enterprise users to the products of paid enterprises is the comprehensive result of different roles. In the survey of enterprise products, we usually divide the roles within the enterprise into the decision-makers (the person who is the final decision), the person who affects (who participates in and affects the decision), and the user (who does not participate in the decision making and only uses the product). From the perspective of whether to participate in enterprise purchase decision, can be divided into the participation of decision-makers (including decision makers and impact) and users of two categories. The specific object of participation in decision makers varies with the size of the enterprise. For small micro enterprises, participation and final decision to buy the products of paid enterprises are often only the owner of their own, business owners are generally our choice of research object. For midsize and large enterprises, there may be a process of a more molded purchase, involving decision-makers who may be multiple objects, such as top management and it procurement decision makers. Therefore, we need to incorporate role considerations into the satisfaction model of the paid enterprise product. From a simplified model perspective, we are simply divided into the participation of decision-makers (decision-makers and stakeholders) and users of the two types of roles. User satisfaction affects the satisfaction degree of participating decision-makers (the path coefficient is a), and the satisfaction of participating decision-makers represents the overall satisfaction level of the enterprise.

In the consumer satisfaction model, in addition to the basic satisfaction model, we retain the new opposite sex (this is the product to the individual's new sex), Brand trust, perceived value and behavioral intent four variables, eliminating the enterprise level of importance, uncertainty, sales and service quality three variables.

From our research experience of enterprise users, the degree of satisfaction of users ' satisfaction to the participation decision maker is mainly depended on the enterprise management style and enterprise culture. According to the experience of simple points, enterprise users can be divided into two types of management style: The manager-oriented closed-style and employee-participatory open style. The more open the management style of the enterprise, the higher the path coefficient, the more closed management style enterprises, the lower the path factor. In extreme cases, the path factor A is 0 for the enterprise that is completely under the command of the manager, and the path factor A is 1 for the enterprise that is completely managed by the employee.

So we got the satisfaction model we created, as follows:

Summary

The above is from the author responsible for the payment of enterprise products, based on the enterprise product research experience and previous research, and create a satisfaction model. Through this model, we can see that the satisfaction model of the product of the paid enterprise and the satisfaction model of the most individual products have great difference. We need to take these differences into account when building a satisfaction model for specific paid enterprise products, and think and weigh them with specific products.

References

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