Research On Customer Satisfaction Theory And Practical Management

The everlasting pursuit of a country, a nation, an organization or even the whole human society is sustainable development, namely, the integration of the quality and quantity. The improvement of living standard and economy not only depends on the productivity of economical resources but also on the achievement from these resources. That is, the output rate and achievement rate of production are unified, which is best realized by the customers. A customer is a unit of value for the existence and development of the society. To satisfy the customer is to gradually realize the value. Therefore, customer satisfaction is achieved by meeting customer's need on quantity and keeping the promise on quality. The social nature of customer satisfaction makes necessary not only the output rate but also the achievement rate. Customer satisfaction is the guarantee of the social productive process or the increase of the social productivity. In order to satisfy the customer best by the most efficiency, the social resources are arranged in a good functional market.Customer satisfaction is an important standard to measure the quality of living and the social productivity of a country or an organization. The social practice and theoretical study on this topic have been conducted for several decades. Especially in the late 20 years, customer satisfaction theory is gaining popularity. Now, this theory is being accepted and practiced in operating process of modern society and organizational management. Researchers home and abroad have developed many theories, the most representative of which are theory on overall quality, theory on how to improve customer satisfaction, and reproduction theory. This paper is based on these theories. Firstly, the essay redefines two terms: customer and customer satisfaction. Customer is the unit of value that support the existence and development of the society. This is an in-depth definition of"customer", justifying the research on the current topic. Customer satisfaction is the average psychological reflection and the average social value. It is the social average value provided to the customers, given the average productivity of the society and the average psychological reflection. A theory redefining customer satisfaction is proposed, laying the theoretical basis for the development of the management mode. Secondly, the structure and logic of the theory is presented. The customer satisfaction and management practice is based on the need of customers. Therefore, an effective management strategy is formulated by analyzingsatisfaction mechanism and by approaching the basic needs of the customers. Thirdly, a systematic method is adopted to integrate and analyze the existing theories. The current study takes as the key concept"customer is the unit of value that supports social existence and development"to measure the system of customer satisfaction and managerial practice from organization to customer and vise versa. The essay takes a macroscopic and qualitative approach and stresses the management ability, reasonable management principles and the applications of management skills in all the organizations. A feasible method is provided for the orientation of the organization and the formulation of the best customer strategy. Fourthly, profound analysis is made on the type and nature of factors influencing customer satisfaction, customer satisfaction management and the interaction between them. The paper shows the effort of transforming singular organization to social organization. Theories like"customer satisfaction evolution","learning management of customer satisfaction in customization", and"improvement of customer satisfaction by cooperation"show that the organization ability and social force generated by this theory are the basis of sustainable development.