Study On Strategies Of Improving Customer Satisfaction Of Constuction Machinery

Though customer satisfaction is customer's subjective feeling, it is real and available. Customer satisfaction management is a very complex problem and there are a lot of researches left to do from general theory to practice. For successfully fulfilling the management of customer satisfaction, it is necessary to become familiar to specific industrial business operations, to research on the formation process of customer satisfaction and to find key factors, which affect customer satisfaction and obtain available countermeasures.The resource that manufactures take advantage of to enhancing customer satisfaction is limited. It is most direct and economical to improve non-financial conditions, which damage customer satisfaction by service activities.Cultural definition of customer cannot shed light of the special position of customer and the scare-resource theory provides reasonable explanation of market activities. In this paper 'customer' refer to the final buyers of the construction machinery. Only partly classified standards are significant to customer satisfaction. Customers of contraction machinery have seven characteristics.What manufactures provide is usually divided into two parts: specific products and services. Services are not the same as products. Services of customer of construction machinery have three purposes. Services run through the whole business.Customer satisfaction is a subjective variable originated by comparing two subjective variables, which are perception effect and expectation value. Perception effect and expectation value are also functions of multiple variables. The cognition of customers is affected by personal inherence, culture and individual characteristics.In order to attract customers, providers improve customer expectation by many...