简介：Whichfactorsinfluencecustomers’satisfaction?Whichwayorpathdoeseachfactorinfluenceanddecidecustomers’satisfaction?Theseproblemsarethefocusesoftheresearchoncustomers’satisfaction.ThispaperanalyzesthesurveydatafromsomecustomersinthefreshfarmfoodsupermarketofWuhanCitywithfactoranalysismethod,multiplelinearregressionmethod,etc.Theanalysisresultsrevealthat:1)theconsumptionexperiencesdecidecustom-ers’satisfactiondegreethroughinfluencingthecustomers’expectationandtheperceivedperformance,namelytheconsumptionexperiencesistheimportantfactorwhichdecidescustomers’satisfaction;2)theconsumptionexperiencesthatinfluencecustomers’satisfactionisamulti-dimensionalconstruct,includingsuchfourdimensionsasproductconsumptionexperience,serviceexperience,shoppingconvenienceexperience,supermarketenvironmentexperience;furthermore,thedegreethatdifferentconsumptionexperiencesinfluencecustomers’satisfactionisdiverse,andtheproductconsumptionexperiencesarethemostimportantfactor.Thispaperisofrealisticsignificancetoacertainextenttoenrichthetheoreticalresearchoncustomers’satisfactionandpromotethepracticeofagriculturalproductmarketing.