[目的]满意度研究在非快消行业应用广泛,尤其零售、金融、航空服务行业,但快消领域较为空白。本研究针对液态乳品行业构建满意度指标体系,为提升产品满意度和精细化体验提供参考策略。[方法]在线问卷调查,随机、精准抽样与样本追加方式回收数据,运用回归模型和夏普利值（Shapley Value）分析,识别消费者体验关键环节和指标。构建一个包含4 个二级、33 个三级指标的消费者满意度指标体系,同时在品牌/品类重要性评估中考虑市场份额。[结果]指标体系测量得出各品牌满意度得分与市场销售情况一致。[结论]各MOT对总体满意度驱动结果显示,当前消费者对液态乳品需求主要在物理层面,故乳品企业应优先关注选购与使用体验,打造极致体验,再逐步满足情感联结需求。

[Objective] Satisfaction research is widely applied in non-FMCG industries,particularly in retail,finance,and aviation services,yet it remains largely untapped in the FMCG sector.This study constructs a satisfaction index system for the liquid dairy product industry,aiming to provide insights and reference strategies for enhancing product satisfaction and refining consumer experiences. [Method] An online questionnaire survey was conducted using random and targeted sampling, along with sample augmentation method to collect data. Regression models and Shapley Value analysis are employed to identify important consumer experience touchpoints and indicators. [Result] A consumer satisfaction indicator system is developed,encompassing 4 secondary and 33 tertiary indicators,while considering market share in the assessment of brand/category importance. [Conclusion] The satisfaction scores measured by the indicator system align with market sales data.The analysis of MOTs driving overall satisfaction suggests that consumers’ current demands for liquid dairy products are primarily focused on the physical level.Therefore,Dairy company should prioritize attention to the purchase and usage experience, and then gradually meet the needs for emotional connection.