Customer Satisfaction Research And Applications

Since China entered the WTO, the constantly increasing competition requires Chinese enterprises to focus on how to improve their competitiveness in the market place. Customers, end-users of their products and services, typically well judge directly which enterprises will survive the competitive struggle and which ones need to improve.However, the application of customer satisfaction has not reached the anticipated goal. Trace it to its cause, though a lot of enterprises make the customer satisfaction goal, few enterprises rigorously enforce the measurement; Second, the method that customer satisfaction measuring is unreasonable, which can not reflect the real will of one customer; Third, the measuring result is confined to the inside of enterprises, which can not be compared with other units of the same trade. For this reasons, it is necessary to study the customer satisfaction test and assessment method deeply.Following the main route 'theory-method-application' and the main theme of customer satisfaction measurement method, this paper analyses and discusses customer satisfaction in terms of theory and practice.First, I explain the meaning of customer satisfaction test and assessment, has pointed out the importance and necessity of customer satisfaction test and assessment. Then, I analyze some important domestic and overseas literatures concerning the theory and productions of customer satisfaction. Third, the theory models of customer satisfaction are combed and analyzed. On the foundation of that, I put forward a new model—Structural Equation Modeling for customer satisfaction measurement based on Maximumlikelihood and demonstrates it using an example.The main points and new ideas in this paper are as followings:1. The theory models of customer satisfaction are combed and analyzed, which not only promote the further development of the theoretical research of customer satisfaction, at the same time offer reference for domestic customer satisfaction...