Datawe Company’s Hospical Customer Satisfaction Reacher

Medical equipment market in China is dominated by foreign enterprise brands,and the living space of domestic brand production enterprises is limited.As a small and medium-sized enterprise among domestic brands,it relies on channels for relationship marketing to survive and has no time to pay attention to customer feelings.With the continuous tightening of government regulation,"relationship" will no longer be reliable.Customers are the key to the survival and development of enterprises.Whoever can understand,own and retain customers will be the biggest winner.However,in order to capture and retain customers,customers must be satisfied.The degree of customer satisfaction directly determines the future of an enterprise.Therefore,customer satisfaction management is very necessary.This paper takes Datawe company as the research object,and carries on the customer satisfaction survey to its hospital customer in Guangdong province.The customer satisfaction theory,the customer value theory,the relationship marketing theory and the customer loyalty theory are the main theoretical basis of this paper.From the perspective of customers,this article selects ten needs that customers extensively affirmed as satisfaction evaluation performance indicators in satisfaction investigation.After a series of analysis on the survey data,the customer satisfaction index of Datawe company in Guangdong is calculated to be 79.6,which supports the data foundation for the cyclical satisfaction research in the future.In addition,this paper also sorts out the main problems customer complained in the past three years according to various research indicators,and analyzes the causes.Considering the limited resources and energy of Datawe company,priority improvement indicators are determined after gap analysis and satisfaction quartile analysis.And countermeasures and suggestions are also put forward to solve the corresponding problems of these indicators.Referring to Nigel Hill’s customer satisfaction measurement theory,this paper identifies the real needs of customers through in-depth interviews with representative customers,and establishes a satisfaction evaluation index system based on the issues customers consider important,rather than studying the issues companies consider important.The method used to look for indicators needed to be adjusted preferentially combines gap analysis and quartile model,which would make the analysis results more accurate.The purposes to write this paper are as follows.Firstly,it is hoped to strike a chord with some medical enterprises.The former Chinese relationship marketing would be gradually limited from the time the government broke through the regular purchasing mode,and the market grab would become more fairly.Enterprises need to continuously optimize themselves with the adjustment of market policies.Secondly,it is hoped that the satisfaction analysis method used in this study and the index adjustment suggestions could provide some references for these enterprises.