Theory Of Customer Satisfaction Based On CRM

Customer satisfaction describes the interactional relationship between the behavior of enterprise and the behavior of customer. The research of customer satisfaction begins from 1990s and has made much progress. And as the development of the theory of CRM, the research of customer satisfaction has been concerned more and more. Now the research of customer satisfaction mostly focuses on two points: one is the transaction-specific satisfaction research, another is the cumulative satisfaction research(Johnson,Anderson & Fornell,1995). These researches can explain customer satisfaction in some extent, but more research must be done to discover the mode of customer satisfaction and support decision of enterprise as the development of market and competition. So the article researches on the theory of customer satisfaction and its application. This research contains four parts. First it researches the non-linear model of customer satisfaction to depict the model of customer satisfaction more precisely and enhance the precision of the model of customer satisfaction. The research develops from four sides. First,it based on the researches on the classic linear customer satisfaction models, it establishes the non-linear customer satisfaction model; second, it collects the data according to the model; then, it tests the model using the stat software; finally, compares the two types model from some facets and do some evaluate the two models. Then it does some tests to testify the non-linear model,the test contains four aspects: economic test, stat test, computation-economic test and forecast test. According to the result of the test, the non-linear model is better than the linear model in all the test parameters. For the reason that the two models using the same variables and data, then it can get that the non-linear model can better depict the customer satisfaction than the linear model according to the test result. And it also do some empirical test to analyze the linear model. Secondly it researches the distribution of customer satisfaction. It analyzes the distribution of the customer satisfaction to do some research and application analysis, tries to explain the behavior of the customer and forecasts the next behavior of the customer. So this paper does some application analysis on the customer distribution. It processes on the value of the customer satisfaction to elicit the distribution of customer satisfaction, then discusses how to supply decision support to the enterprise's management based on the distribution of customer satisfaction. This analysis deals with the customer satisfaction value by some data process methods to make the distribution of the customer satisfaction submit to the normal distribution, then gain the normal distribution parameters by the computational tool. Based on the distribution and its parameters, the enterprise can make some personally analysis and decision support. Thirdly it researches the equilibrium of Customer satisfaction. Based on the discusses of the mode that how the enterprise behavior influences the customer satisfaction and other enterprise's behavior such as pricing behavior, promotion behavior and mouse effect, it establishes the equilibrium model of the enterprise income and social welfare based on customer satisfaction. Through the solution and analysis of the model, it can supply some support for the enterprise and government to make decision. Finally it researches on the application of customer satisfaction. The analysis contains three facets: the customer strategy design based on the customer satisfaction, data mining and the key factors analysis. These analyses focus on the application of customer satisfaction, it supplies some guides for the enterprise to implement its customer strategy. In the customer strategy design it analyzes the pattern of next purchase model of customer and according to the analysis establishes the model of the return of enterprise, then analyzes the model and supply some advices. In the key factors analysis it relates the structure...