Research On Enterprise Consumer Satisfaction Evaluation Based On TOPSIS

With the rapid development of economic, and in the context of a buyer's market, marketing experts, entrepreneurs and professional managers of different countries are exploring how to occupy the commanding height of quality in the 21st century. Many large multinational companies have put customer satisfaction on the core position of their quality strategy for the 21st century. Therefore, it has gradually become an enterprise business objective to achieve and to improve the customer satisfaction.With the further opening-up of China's market, the influx of foreign-funded enterprises, who own strong foundation and rich experience, snatch the customer resources fiercely of their Chinese counterparts, which impact the Chinese enterprises tremendously, especially the recent restructured enterprises. This is not only an opportunity, but a challenge. In the case of opportunity and challenge, the paper employed TOPSIS method to construct an evaluation model from the perspective of quality theory to make evaluations on the enterprise customer satisfaction.While the customers are being paid more and more attention and customer satisfaction are playing a more and more crucial role in the enterprises service and marketing, the paper combined the qualitative method and the quantitative method to conduct a customer satisfaction evaluation study. In the course of the study, the author build an index system with the indicators of the strategic map combined with the quality theory on the one hand, and construct a customer satisfaction evaluation model with the use of TOPSIS method to conduct the customer satisfaction evaluation and analyze the cases on the other hand. This mainly research contents of the paper are as follows.Ⅰ.Based on the research of previous studies, the author introduces the concept of customer satisfaction, selects the impact factors and the indicators of CRM strategy map with the principle of quality theory to establish a customer satisfaction evaluation index system.Ⅱ.On the basis of the review and the comparison of different evaluation methods, the author selects the TOPSIS method, employs the AHP method combined with the expert opinions to determine weights and establishes a customer satisfaction evaluation model.Ⅲ. With the case of six commercial banks in A Province, the author puts the data into the evaluation model and gets a comprehensive ranking. In the end, the author analyzes the results and puts forward the measures and the suggestions for the commercial banks to improve the customer satisfaction, ultimately customer loyalty.The research results of the thesis solve the problem of enterprises customer satisfaction to some extent and provide a more flexible method.