Study On Customer Satisfaction Of SANY Heavy Machinery

To create value for customers and satisfy them is the core of modern marketing.If an enterprise can transform product-oriented and sales-oriented to comprehensively customer-oriented,it can win customers and deal with competitions more effectively.Enterprises that are customer-oriented need to change roles,build close relationship with customers,satisfy customers and make customers loyal to them.To satisfy customers is the core indicator to value the quality and efficiency in enterprises.Thus to build a measurement system and a management system that could satisfy customers becomes more meaningful theoretically and practically from perspectives of the establishment of loyal customers and the co-creation of customers' value.Based on the theory model of customer satisfaction and according to the three levels of customer satisfaction: from providing products that customers would be satisfied with,i.e.,satisfaction of product quality(level of material satisfaction),through customer life-cycle management,i.e.,satisfaction of consumption experience(level of mental satisfaction),to co-create value for customers,i.e.,satisfaction of self-realization(level of social satisfaction),the author built an initial management system of customers satisfaction for SANY.With the analysis of the factors that could influence customer satisfaction and the optimization of the construction of customer satisfaction model,the evaluation model of customer satisfaction would be rebuilt.Moreover,new models would be re-introduced into this research and effective management strategies would be adopted,which would promote a continuous improvement of customer satisfaction and provide great support as well as security for the enhancement of market share and brand image of enterprises.