Research And Application On CRM-oriented Customer Satisfaction For Manufacturing Enterprise

Manufacturing is the backbone of the economic development, with changes of products from the seller's market to the buyer's market, corporate business philosophy dramatically has been changed, "Customer-centric" business philosophy becomes a strategic priority for the development of enterprises. To strive to meet the diverse needs of customers, enhance customer satisfaction, the customer relationship management and marketing strategies for fostering loyalty of customers, have been recognized by enterprises. Customer satisfaction theory and interrelated main problems have been studied in this doctoral dissertation. The main contents are as follows:(1) On the background of manufacturing enterprises, the concept of CRM, behavior and psychological mechanism of customer satisfaction, the relationship of customer satisfaction and customer loyalty are analyzed, and customer satisfaction theory and related methods are also discussed from the views of CRM, marketing, management and quality.(2) The conceptual model of customer satisfaction is studied, the evaluation index system of customer satisfaction degree is established, and this model is applied to the practice to provide certain theoretical basis for the development of manufacturing.(3) Determining index weights of the manufacturing enterprise customer satisfaction is studied. Based on GMD-FAHP, combining the subjective weighting method and the objective weighting method, the method for determining index weights of customer satisfaction is provided.(4) The customer value theory in the whole life cycle is studied, and the rule of customer life cycle is revealed. Based on customer value, the theory, algorithms and clustering visualization, classification index design, simulation, and so on about customer dynamic classification are studied. Then according to customer classification indices, the customer service strategies and technologies are provided.(5) According to the characteristics of small and medium-sized enterprises, a prototype of Small and Medium Enterprise (SME) customer management information system is developed. Its database and developed platform are also discussed. According to the ideas and principles of small and medium manufacturing enterprise information, the system integration framework of small and medium manufacturing enterprise information has been put forward. It will be significant for the SME information integration.A CRM-oriented theoretical system and related methods of customer satisfaction for manufacturing enterprises have been presented by the author. They will have a guiding role to performance management, business policy, strategic planning and so on for manufacturing enterprises. And they may be also used as a guide for other fields.