Research On Enterprise Customer Satisfaction Measurement System

The theory---customer satisfaction has been carrying great weight theoretically and practically, since it was advanced by a psychologist in 1986. Investigations indicate that customer satisfaction has a direct impact on customers'repeated purchase, profit margin and market share. As market competition intensifies, enterprises come to sense the importance of customer satisfaction, and therefore they set up customer satisfaction measurement system for measurement and management. Further, across the world the Customer Satisfaction Index (CSI) has been set up successively, to manage national lines, eventually enhancing competitions commercially.Pooling the two systems'merits, this thesis based on enterprises, offers an overview of national Customer Satisfaction Index and enterprise customer satisfaction measurement system, and improves enterprise customer satisfaction measurement system. Typically, this thesis initiates three fresh ideas as follows:1 Apply the Structural Equation Modeling (SEM) that is often used in CSI, finding a key to inherent problems in the old system.2 Apply the idea of competition that solves the problems of data centralization and lack of contrast in the old way.3 Give an analysis of the routine, along customer satisfaction to customer loyalty, and study customers'repeated purchase.The prolegomenon deals with and evaluates customer satisfaction measurement system and enterprise customer satisfaction measurement system. In addition to the two systems, it explains the ground that the new approach is based on, its conception, its procedure as well as its quantitative model. Finally, taking Five-star Appliances as an example, the author, using the methods put forward in this thesis, measures the customer satisfaction that customers score for Five-star Appliances after inquiries into Nanjing-based electric appliances chain stores.Theoretically, the customer satisfaction measurement system remains consistent with national customer satisfaction measurement system. With the popularizing of CSI, enterprises will further reduce measurement costs and obtain more information...