Research on Customer Satisfaction under Two Restrictive Discount Promotion Strategies Based on SPSS analysis software

Abstract

In the e-commerce environment, customer satisfaction can reveal the pros and cons of restrictive discount promotions, but the generation mechanism of customer satisfaction and how enterprise effectively carry out restrictive discount promotions need further research. This paper proposes a customer satisfaction model based on two kinds of restrictive discount promotion: one is to explain the internal psychological mechanism of consumers under the promotion stimulation from the psychological perspective of counterfactual thinking, and the other is to introduce the need for cognition as a moderating variable. This paper uses SPSS20.0 analysis software to find that there are significant differences in the impact of two restrictive discount promotion strategies on customer satisfaction. Counterfactual thinking plays a mediating role in this relationship, and compared to consumers with low need for cognition, consumers with high need for cognition will have more counterfactual thinking. It provides theoretical and marketing management practice guidance for enterprises to improve customer satisfaction and carry out accurate and efficient promotion activities.