The Research On Methods Of Measuring Customer Satisfaction Degree

With the accelerated process of global economic integration, the emergence of the network economy and the great improvement of people's living conditions, the competition of marketing environment that domestic enterprises stand in becomes increasingly intense. The consumption of customers becomes increasingly rational. The individual demands of customers also become increasingly obvious. The customer satisfaction connects the enterprises with the customers closely like a band. However, customer satisfaction is a complicated, comprehensive psychological self-experience, and it is impacted by the economy, psychology, society and related factors. It is comprehensive, fussy, indefinable and is hard to be measured by figures. So the research of the customer satisfaction assessment is significant and important.Firstly, this paper reviews the status of the customer satisfaction research. It defines some definitions of the customer satisfaction. It also introduces compares and analyses several customer satisfaction assessing measures. Then it introduces the related content of the evidential reasoning and the evidential reasoning arithmetic generalized from the original basis, and it gives the customer satisfaction assessing measure of the uncertainty cases. The paper constructs the customer satisfaction assessing model, and introduces the design method of the index system and the identification of the weight, the method of the customer satisfaction assessing measures and classification of the customs. Finally, using the case analysis, it illustrates the construction of the customer satisfaction assessing models and the applicability of the assessing method under the uncertainty cases.