Customer Satisfaction Evaluation

Market competition is customer competition, attracting and maintaining customer is the mission for the survival and development of an enterprise. However, in the actual operation of an enterprise, on the one hand a large stream of new customers come, on the other hand many existing customers are lost quietly. This is the so called consumer leaky bucket phenomenon in marketing system. Based on statistics, an enterprise may lose 10% to 30% of its customers every year, and in every five years it may lose half of its customers. In preventing the loss of customers and blocking the loopholes in customer leaky bucket, the enterprise must focus on the customer, and through satisfying customers to win the loyalty of them in forming a stable customer group. Thus make the enterprise in an invincible position in the new round of competition.Facing the fierce marketing competition, the emphasis of an enterprise has changed from product's quality and price to consumers'satisfaction. The original competition system of enterprises had been eliminated by explosive competition. Confronted with such circumstances, enterprises of our country should transform the competitive idealization of taking product as the core concept. Losing consumer means the ending of war, represents the failure of enterprise. If you want consumers to stick on, you must make them satisfied. To know the consumers'needs and satisfy their desires is becoming the main point of foreign big firms. If you want the consumers to stick on, it is necessary to analyze the forming of consumers' satisfaction and also the assessment and analysis of consumers'satisfaction.However, customer satisfaction is a perceptual awareness of the consumers' consumption. How to measure and comparing the degree of consumers' satisfaction has become the focus of attention and study of the Domestic and foreign scholars. Although some scholars have proposed a more objective evaluation models and measurement methods, but in companies'actual operation is still unable to start, they can not find the specific steps and procedures. The existing utility customer satisfaction evaluation system is so low that it can not meet a number of companies and academics concerned about the level of customer satisfaction. It's an urgent requirement to form an opponent customer satisfaction measurement evaluation system for scholar and enterprises not only sort out ideas, but also good enough for in the actual operation. In this case, combined with AHP and fuzzy comprehensive evaluation method we are forming a set of customer satisfaction measurement system.This thesis made a detailed explanation and analysis of consumers'satisfaction. And on the forming process of consumers'satisfaction, influential factors and how to measure and analyze consumer's satisfaction by standards of consumers'satisfaction, a detailed statement is made. A consumers'satisfaction model is set up and combined with the application of this model in enterprises. This thesis possesses a directing and referential meaning for our national enterprises.