Research On Customer Satisfaction For A Manufacturing Enterprise

As the market competition become more and more intense, clients has become a kind ofrare recourse, enterprises bid against each other, the market is belong to the enterprises whoown clients, so client is an important intangible assets. This paper firstly discuss theimportance of customer satisfaction based on macro-environment and the development ofenterprise, summarize the research on manufacturing enterprise’s customer satisfaction, foundthere is few research about manufacturing enterprise’s customer satisfaction; As themacro-environment become bad to worse, and the PMI index continual descend, thecustomer satisfaction of a manufacturing enterprise is very important, so this focus on Amanufacturing enterprise’s customer satisfaction. Secondly, expound the main segment detailfrom a view of project period: including how to build theoretical model, the flow and theoryof questionnaire design, and design questionnaire based on A enterprise’s business, researchall the clients by random sampling method, ensure the quality of survey data by controllingsampling error and nonsampling error. Thirdly, combine the A enterprise’s business, analyseclient’s valuation about different segment and marked difference among all the areas of Aenterprise by descriptive statistics and T-test. Calculate the weights of questionnaire indexesby Factor analysis, it can provide a judgment to understand how important a questionnaireindex is. Combine the weights and means of questionnaire indexes, applied the idea of BostonMatrix, discover the strength and weakness of A enterprise, this is benefit to dailymanagement. Lastly, build A enterprise’s customer satisfaction model based of the method ofStructural Equation Model, found that Branding is the first element to customer satisfaction,Product and Service are also very important to customer satisfaction, Product and Serviceplay a equal role in customer satisfaction, Marketing contribute less to customer satisfactionthan Branding or Product or Service, Supply chain has few influence on customer satisfaction.Marketing, Product, Service are benefit to establish Branding.