Study On Customer Satisfaction Evaluation Model Based On Analytic Hierarchy Process Method

Since the 1980s,along with the advancement of economic globalization, market competition is becoming more and more severity. Customer satisfaction is paid close attention by all the world. At the same time, as the inevitable outcome of detailed social division, OEM manufacturing style is becoming more and more common, it realized the separation of brand and manufacture.To the OEM enterprises which take the original manufacture as the foundation, customers are the OEM enterprises'basis of survival and development. Customer satisfaction and customer loyalty have very high positive relevance, so that customer satisfaction is the profitable target which the OEM business operation must realize. Therefore, establishing customer satisfaction evaluating system is very important for the OEM enterprises.This thesis takes the OEM enterprises as the research subject, customer satisfaction as the object; it carries out the study based on the fruits of the previous customer satisfaction researches, the Analytic Hierarchy Process. After fundamental theory concept discussion, the thesis concretely analyzes the characteristics of OEM enterprises'customers, and then establishes the OEM enterprises'customer satisfaction evaluating indicator system, which is composed of the following five aspects: trial manufacture evaluation, product quality, service quality, project management, other factors, including 23 concrete targets. It employs the Analytic Hierarchy Process to determine weight,and Fuzzy Comprehensive Evaluation to determine customer satisfaction evaluating results, which has realized the effective combination of the qualitative analysis and the quantitative analysis. Finally, it carries out the empirical research on the data gathered from the concrete enterprises, and further prove the theory's feasibility. It provides a practical and scientific research tool on customer satisfaction management for the present OEM enterprises , and gives some suggestion on continual improvement of the OEM enterprises'customer satisfaction.