Research On The Evaluating Framework Of Customer Satisfaction Based On The Internet Technique

With the continuous development of the marketing economic system in our country and with the entry of WTO, the market competition becomes more and more intense. Under such severe circumstances, it arises up new requirements to the operation thoughts, management philosophy and management level. Customer satisfaction as a new typical management thought has been applied by more and more enterprises in our country. Its guiding ideology is that the enterprise should take the customer satisfaction as the key of its operation. The enterprise should analyze the customers' demand from their points, and on the basis of these guide its production and operation, including marketing research, design, production, sale and service. When the enterprise puts it into effect, the most important segment is Customer Satisfaction Evaluation. It means that enterprise should try to obtain lots of information, such as the customer' s opinions, requirements and satisfaction degree to the enterprise' s production and service by all means. By following the tracks of customer satisfaction and doing the research and measurement of product' s customer satisfaction, the enterprise can discover and eliminate the customer' s unsatisfied factors in time. So the enterprise can adjust its operation target and operation segment in time, in order to maintain and improve its customers' satisfaction level. Therefore, the enterprise can improve its own competitive ability and make it come to the fore in the severe marketing competition.Drawing support from the theory of consumer psychology, the thesisstarts with analyzing the factors that influenced the customer satisfaction, and makes research on three main customer satisfaction models in the customer satisfaction documents. Combining with the factors influenced the customer satisfaction, the thesis sets up a new customer satisfaction model and examines it by the empirical method. Based on the model, the thesis sets up a set of framework to evaluate the customer satisfaction level on certain product, and explores how to use the Analytic Hierarchy Process to define the proportion of every index in the framework. Furthermore, the customer satisfaction measurement is determined according to the theory of consumer psychology. And the thesis puts forward the methods of evaluating customer satisfaction using the Vague Synthetic Appraisal. Finally, combining with computer technique and internet technique, the thesis designs the customer satisfaction evaluation framework based on the internet and discusses the applicable range of the framework and it's feasibility.