Research On Framework And Improvement Of Customer Satisfaction Chain Based On Supply Chain

Market competition is the competition between supply chains (SC) about contest customer resource after all. Customer-regard, customer-research and exploring "how to make Customer Satisfaction (CS)" have become an essential element to gain competitive advantage for enterprises. CS has become one of the most basic strategies, targets and competitive means for successful enterprises, and it is widely used as an important idea about business operation.Currently, research and application of CS strategy generally involve only in consumer satisfaction, which is just from business point of view to pursue consumer satisfaction (B2C), but rarely involve member businesses in SC, which is from core business point of view to pursue others businesses satisfaction (B2B) in SC. Under the condition of SC, and according to the definition of customer in ISO9000 and the structure model of SC, it is not difficult to find that the member businesses in SC are playing the role of supplier and also playing the role of customer. They are providing products (or services) to member businesses, and accepting products (or services) from member businesses at the same time. So, the concept of customer under the condition of SC is a generalized concept, it involved in the entire process of supply chain. The CS concept of SC is just like as the CS of business in current study; it contains the consumer satisfaction, and also contains the member businesses satisfaction in SC. The needs and satisfaction between the different businesses are delivered and interacted in SC, and formed a chain structure, named customer chain (CC) and customer satisfaction chain (CSC). Thus, in order to manage SC effectively and to improve the satisfaction of SC, the businesses must be correctly handling the relationship with member businesses and the relationship between SC and consumers, that is pursuit the member businesses satisfaction when pursuit the consumer satisfaction. There is a paramount significance that businesses implement the customer satisfaction chain management, and pursuit the member businesses satisfaction, it can improve the relationship among businesses in SC and improve the effectiveness and efficiency of manage SC, and then it can improve the competitive power of SC.In order to make up the deficiency of implementation CS (mainly consumer) strategy, this paper is guided by the theory of modern SC, using the thought of system and the method of process, proposes a new thought about customer satisfaction chain management (CSCM) under the condition of SC. On the one hand, based on analysis of the concept and composition of customer, this paper defines the concept of CC and CSC, frames their structure model, researches their formation and operation mechanism and functional effects, and then clears the difference between CC and SC, between CSC and supply chain management (SCM). On the other hand, based on structure optimization theory, order theory, feedback control theory, and guided by the process method of ISO9000:2000, this paper frames the model of CSCM which based on the process method, in order to clear the focus and general procedure of CSCM. Third, from the perspective of measurement, analysis, evaluation and improvement the CS of supply chain, this paper establish the evaluation index system of the total process customer satisfaction (TPCS) and measure it, based on the method of Analytic Hierarchy Process (AHP) and fuzzy comprehensive evaluation, to provide the proof of improvement and analysis CS. Finally, in order to improve the key section in CSC, this paper proposes a method of measurement, evaluation and improvement of CS, named the method of customer satisfaction matrix graph, which is based on two-factor theory, Kano model and GE matrix. According to classify all affecting factors, and define the importance weight coefficient of different factors in TPCS, the method can define the objects of improvement and its improvement extent of CS, and then configure the prior improvement route. The method is used for direct businesses in SC to implement CS improvement effectively, and to eliminate the "CS Cycle" and "CS Trap" to some extent, and then to improve the relations with customers continuously.