On Customer Satisfaction

Since 1980's,the new customer-oriented management theories,which pursue to satisfy and surpass customers' needs and desires,were first emerged in the western developed countries and then spread widely and rapidly all over the world. This is bound to happen because the corporation's manufacturing and operation activities originated from the needs of customers and ended in meeting customers' desires. In fact,the emergence of management theories that maintain customer satisfaction and customer loyalty was due to the intensive competition market environment and the basic element of the corporations' exist,in which the "the basic element" refers to the customer satisfaction.By analyzing customer value and taking advantage of other specialists' research results and the years' management experience of the author,this paper discusses the origins,concepts,basis,index system,evaluation methods and the promotion means of customer satisfaction all along with the customer value model.In the first chapter,the paper introduces the service economy-based background of customer satisfaction theory and induces the characteristics of modern economy,which centered,by customer,then describes and summarizes diverse opinions about customer satisfaction.The second chapter illuminates the theoretical basis of this paper. First,on behalf of company,the paper investigate the five factors which can influence the customer's lifetime value and the customer-product yielding capacity;then,the paper analyzes the customer delivered value according to the indifference curves of microeconomics;in the end,the paper poses the paper's core theory-customer value model and gives a thorough analysis of it and its sub-factors in accordance with the customer equity model presented by Roland T. Rust.Chapter three defines the customer loyalty that has evoked many arguments,then deals with factors related to customer loyalty,and at last clarifies the misunderstandings of customer retention and customer complaint.Chapter four deals with the customer satisfaction measuring index system that stemmed from the customer value model and the study of chapter three,then depicts the designing of questionnaire and the procedure in measuring customer satisfaction.Based on the analyses of the former chapters,chapter five deals with how to improve the customer satisfaction by elevating customer value,handling customer complaint,governing service recovery,controlling employee satisfaction and building customer-oriented organization,etc.