Research On Customer Satisfaction Evaluation Based On Customer Post-purchase Behavior

With the fast development of technology, the increase awareness of customers being the principal part of the market and the changed style of customers' need lead the change of the focus of enterprises' competition. To win the competition enterprises should not pursue statistical market share as before, but concerning the quality of market share, which is the quantity of loyalty customer. The precondition of customer loyalty is customer satisfaction, so a core task for modern enterprises marketing is to pursue customer satisfaction. Correspondingly not only has the customer satisfaction evaluation become one of important topics in the marketing research, but also have the consumer behavior researchers been moving their attention from the customer pre-purchase behavior and in-purchase behavior to post-purchase behavior.The thesis aims to the thought and methods how to evaluate customer satisfaction in a creative way based on the study on the relationship between the customer satisfaction and customer postpurchase behavior. The result of the thesis will help enterprises to grasp their customer satisfaction level and implement their customer satisfaction strategy; therefore the research will contribute to increasing the competition power of nation's enterprises both in theory and practice.The meaning and the factors that affect the customer satisfaction are analyzed firstly on the basis of summarizing the conclusions of the literatures in the same field. It is stated that the natural meaning of customer satisfaction is customers' emotional respond with different strength after they consume the product and the two main factors affecting the customer satisfaction are the perceived performance of the product purchased by customer and disconfirmation of the compared standard.Secondly the customer satisfaction evaluation models and methods that are widely accepted at present are induced and criticized, and the questioning...