Customer Satisfaction Measurement Methods Research

With the development of China's reformation and the social market , the environment outside enterprises has greatly changed. More and more enterprises begin to pay attention to CRM (customer relation management). However, the application of customer satisfaction has not reached the anticipated goal. Trace it to its cause, though a lot of enterprises make the customer satisfaction goal, few enterprises rigorously enforce the measurement; Second, the method that customer satisfaction measuring is unreasonable, which can not reflect the real will of one customer; Third, the measuring result is confined to the inside of enterprises, which can not he compared with other units of the same trade. For these reasons, it is necessary to study the customer satisfaction test and assessment method deeply.This paper explains the macroscopical and microeosmic meaning of customer satisfaction tost and assessment at first, has pointed out the importance and necessity of customer satisfaction test and assessment.Second, the theory models of customer satisfaction are combed and analvxed, which not only promote the further development of the theoretical. research of customer satisfaction, at the same time offer reference for domestic customer satisfaction measurement also.Third, based on the model of KANO and American customer satisfaction index, taking into account of actual conditions of China, the paper gives out its own customer satisfaction model.Moreover, the paper analyzes how to build and draw out customer sat isfaction index and to use factors analysis in customer satisfactionfest.