Research on Satisfaction of the Cigarette Retailers in Tobacco Business Enterprises Based on PLS Path Model

The cigarette retailers' satisfaction is an important indicator to measure the quality of service work provided by Chinese tobacco commercial enterprise, but it is difficult to measure. To solve this problem, firstly, the satisfaction index system of cigarette retailers is established with the CCSI (Customer Satisfaction Index) theory. Secondly, retailers satisfaction measurement is deeply discussed based on PLS (partial least square) path model of tobacco commercial enterprise, and the customer satisfaction index for parameters evaluation in the model are estimated. Finally, empirical analysis based on tobacco commercial enterprises case and relevant recommendations to enhance retailers' satisfaction for Chinese tobacco commercial enterprises are given.