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[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., authors=XIE Weijia, ZHANG Yaqiu, ZHAO Yipu, WANG Lijuan^*, authorsList=XIE Weijia, ZHANG Yaqiu, ZHAO Yipu, WANG Lijuan, authorCompany=Inner Mongolia Yili Industrial Group Co., Ltd., Beijing 100160, correspAuthors=null, authorNote=null, correspAuthorsNote=null, copyrightStatement=null, copyrightOwner=null, extLink=null, articleAbsUrl=null, sourceXml=null, magXml=null, pdfUrl=null, pdf=null, pdfFileSize=null, pdfExtLink=null, richHtmlUrl=null, mobilePdfUrl=null, reviewReport=null, pdfFirstPage=null, abstractGraph=null, abstractGraphContent=null, abstractVideo=null, citation=null, cebUrl=null, magXmlContent=null, mapNumber=null, fund=null), CN=ArticleExt(id=1320326772089008587, articleId=1320326771430502857, tenantId=1146029695717560320, journalId=1296801528146919473, language=CN, title=基于MOT理论的液态乳品消费者满意度指标体系构建, columnId=1297134054554493687, journalTitle=中国乳业, columnName=奶业经济, runingTitle=null, highlight=null, articleAbstract=[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。, authors=解唯佳, 张亚秋, 赵一璞, 王丽娟^*, authorsList=解唯佳, 张亚秋, 赵一璞, 王丽娟, authorCompany=内蒙古伊利实业集团股份有限公司, 北京 100160, correspAuthors=^*王丽娟（1974-）,女,河南焦作人,硕士,研究方向为用户体验、消费者满意度。, authorNote=解唯佳（1991-）,女,北京人,硕士,研究方向为用户体验、消费者满意度;张亚秋（1996-）,女,河北承德人,硕士,研究方向为用户体验、消费者满意度;赵一璞（1981-）,女,辽宁铁岭人,硕士,研究方向为用户体验、消费者满意度。, correspAuthorsNote=null, 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