Research And Empirical Analysis On The Measurement Of Customer Satisfaction

In the modern commercial competition times, customer satisfaction has already became the most basic strategy, goal and one of competition methods of successful enterprise. Providing satisfying products or service for customers has became the magic weapon to monopolize the market and the advantage to get the upper hand in keen competition. Therefore, customer satisfaction is the best method to defeat the competitor and the essential condition to obtain long-term success. To achieve the above mentioned purpose, the enterprise needs to know customers satisfaction degree of the present service and find out the gap firstly, then raises the customer satisfaction s level. The research on customer satisfaction attracts ever-increasing attentions in recent years.The research on the measurement of customer satisfaction is mainly composed of two aspects: first, establishing a reasonable index system of measurement of customer satisfaction; second, choosing a reasonable measurement method. The index system and method of measurement of customer satisfaction have a direct impact on the result. Otherwise, it can t help the enterprise to make a good improvement, but to lead to a few of misleading.According to the analyses and summary of present situation of customer satisfaction studies both home and abroad, this paper analyzes the advantages and disadvantages of methods and models which are used to measure the customer satisfaction in practical application. We usually use the simple multivariate linear regression technology to measure the customer satisfaction, but it usually exists multi-co linearity among the variables which lead to quite serious consequence in the measurement. Partial least squares regression (PLSR) can solve this problem well, and we can also use factor analysis to colligate the multitudinous factors to several potential factors, then find out the key driving factor which impacts customer satisfaction.Taking some kind of glycopeptide s antibiotics product for example, this paper introduces the application of PLSR and factor analysis in measuring customer satisfaction in details. We get each index s weight through PLSR. Using the score which customers have graded to each index, we can get the drawing Importance-Satisfaction four-quadrant diagram. In the light of four-quadrant diagram, the situation of each satisfaction index appears obviously. We can allocate resources rationally according to the four-quadrant diagram. There are 19 indexes in total, we can t pay attention to all of them, we must hold the key point, and we use factor analysis to classify the 19 indexes to four factors, from the above result, we can obtain the importance and satisfaction situation which can offer basis to us to make decision macroscopically.In the final of this article, it summarizes the researched content and the achievement of the article, then points out the problems which exists in the article, and gives some proposals about future research direction.