The Application Of Unascertained Theory In The Analysis Of Customer Satisfaction Degree Estimation

The greatest customer satisfaction is the pursuit of enterprise operation, but to accurately understand and grasp the customer satisfaction degree to products or services is not an easy matter, because it's a subjective metal of customer to the products or services, it's a mental estimation which can't be quantified, to enterprise it's unknown. What enterprise wanted is objective information which can be quantified, can be used. To enterprise the crux of problem is how to accurately change subjective mental customer information into objective data. Since the 1980s, the scholars all over the world have used a variety of quantitative methods to customer satisfaction degree estimation, but they are not the most satisfied solution to the problem. They can only close to the objective circumstances to the best of their ability, and they strive to accurately state.This paper started from describing the basic concept of customer satisfaction theory, and analyzed the characteristics of customer satisfaction: (1) subjective: customer satisfaction is an appositive result which is the customers' hope to actual result, it's a subjective mental. (2) Level of structure: because different customers belong to different level of structure, so their consume mental states are different, the acknowledge to the products or services are also different. (3) Opposite: the degree of customer satisfaction related to customers' consumes experience ago. And then analyzed the commonly used methods for customer satisfaction degree in detail: The modal of Perception-Expectation The modal of Evaluated Performances The modal of Important-Factor-Deduce The modal of KANO The Analytic Hierarchy Process The modal of Misty and Gray Correlation Analysis. On the basis of summarized the characteristics of each method, aiming to customer satisfaction degree estimation features, this paper introduced a new method--unascertained theory.After described the basic theory and its application feasibility analysis of unascertained theory, this paper used telecom industry for example, and established the evaluation index system of the telecom industry, and then illustrated application steps of unascertained theory in the customer satisfaction degree estimated analysis.At last combined to the program of writer, this paper used Sichuan Mobile in the 2004-2005 annual customer satisfaction degree estimation for example, and analyzed the application of this method in the customer satisfaction estimation in detail.