Research On Customer Satisfaction Evaluation Based On Customer Post-Purchase Behavior

Customer satisfaction has become a worthily intangible asset to an enterprise in the more and more vehement competition environment, and it can help the corporation to strive for customer, sustain customer and create new customer in the fury competition. Correspondingly, customer satisfaction evaluation has become one of important topics in the management theory study and management practicality. The scholars in home and aboard have made a lot of efforts in researches on customer satisfaction, however, how to reflect the degree of customer satisfaction more realistically and more objectively is worth researching. It is generally accepted that the post-purchase behavior is customers'objective representations for their emotion and feelings about the product and/or services they purchased, and all the relative researches indicate the forecasting function of the post-purchase behavior. So, the studies of post-purchase behavior provide a wholly new point of view to evaluate the customer satisfaction. Customer satisfaction evaluation based on the post-purchase behavior is the core aspect of this paper. And five parts are included in the paper. Firstly, the study state of the relative theories are analyzed, according to the analysis, the research point of evaluating customer satisfaction based on post-purchase behavior is consequently put forward. On the basis of the deep study on the customer satisfaction and its evaluation, the formation of the customer satisfaction and the evaluation model are particularly discussed, and the core variables conceiving the evaluation model are brought forward in the second part. At the same time, the drawbacks of the existing models are pointed out in this part. Thirdly, on one thing, the definition and sorts of the post-purchase behavior are particularly and deeply studied making use of the attribution theory. Also, the method of the post-purchase behavior data collection and analysis is studied deeply in this part. And the results of the third part are the basis of the calculation of customer satisfaction. On the basis of the former two parts, the relationship between the customer satisfaction and post-purchase behavior is worked over making use of the investigating data through statistical analysis. And the result of the relationship establishes the theoretical basis of the customer satisfaction evaluation. Finally, on the basis of three parts, after construct variables and the measuring variables are reasonably choosed, the evaluating model based on the post-purchase behavior is established, and the calculation method of customer satisfaction is simultaneously studied in the paper.