Customer Satisfaction Evaluation Method And Its Application

Since China entered the WTO, the constantly increasing competition requires Chinese enterprises to focus on how to improve their competitiveness in the market place. Customers, end-users of their products and services, typically will judge directly which enterprises will survive the competitive struggle and which ones need to improve. We have to change our operation-oriented attitude. There is a change of focus from products to customers is required if we want to survive in the future. We have to pay much attention to customers' satisfaction and loyalty, which is the ultimate choice for winning the market competition and enterprises' development. As a close tie linking enterprises and customers, Customer Satisfaction Measurement makes enterprises able to understand customers' demand and their rivals' advantages and disadvantages in terms of competition, thus improving themselves in a step-by-step manner to provide customers products with higher quality and better services. What is more, Customer Satisfaction Index can be regarded as Quality Indicator, being used to evaluate national economic growth, supervise the performance of public policy and forecast economic stability. Therefore, it is of great importance to conduct research in this area.Following the main route 'theory-method-application' and the main theme of customer satisfaction measurement method, this paper analyses and discusses customer satisfaction in terms of theory and practice. First, I analyze some important domestic and overseas literatures concerning the theory and measurement model of customer satisfaction. Then, I systematically summarize some major methods currently used in customer satisfaction measurement. On the foundation of that, I putforward a new method--one model for customer satisfaction measurement basedon Quality Function Deployment and demonstrate it using an example. The main points and new ideas in this paper are as followings:1.Make a systematic study of the essence of the customers and customer satisfaction. Analyze and summarize the theory of the scholars in China and abroad about theory and measurement model of customer satisfaction. Discuss the meaning of customer satisfaction measurement.2.Make a systematic study of the popular customer satisfaction measurement method, clearly pointing out that the essence of customer satisfaction measurement is to deal with a multiple-criteria problem. Make a close research on Econometrics Model and AHP used in customer satisfaction measurement.3. Firstly introduce Quality Function Deployment into customer satisfaction measurement., systematically constructing Quality Function Deployment model forcustomer satisfaction measurement. Put forward a direct and effective measurement method for customer satisfaction by the multiple fraction of QFD, and finally using this model to test an example of the car maintenance industry, which demonstrates its characteristics of science, convenience, easy to understand and operate.4. Discuss the ways for enterprises to successfully carry out customer satisfaction measurement by the study of measurement methods, pointing out that only by taking concrete steps to establish 'Customer Satisfaction' as the core, can enterprises ensure the successful implementation of customer satisfaction measurement. The meaning of the customer satisfaction measurement is not in the action of getting the results itself, but in the action of effectively putting the results into practical production and managerial process.