China Petroleum Chongqing Sales Branch Customer Satisfaction Evaluation System

On the condition of the buyer's market where the consumer has been the most important scarce resource, at the present of obviously slow-increase of the whole global economy, especially in such new situations of China s entry WTO and China s petroleum distribution industry taking on multi-polarized competition, it will be more likely to be unfeasible for an enterprise to continuously depend on the traditional operational thoughts, operational patterns, management modes so as to fulfill its long-term development because the products tend to be the same quality, the wants of the consumers increasingly tend to be personal, diversify/variable, abundant or more optional and markets-competition be more cruel.Therefore, China's petroleum distribution enterprises must aim at the markets, customers and the future, establish /erect the strategy of Customer Satisfaction, oriented as the Customer Satisfaction Degree, stand at the angle of the customer, in their views instead of itself to take the consumers wants into account, fully respect and maintain /protect their interests. By means of periodical, comprehensive, scientific, objective and successive measurement and evaluation on the Customer Satisfaction Degree so that China's petroleum distribution enterprises can integrate and refine upon its internal resources and external resources so as to enable itself to serve the customers wholly with its products, services, culture and so on, accomplish its Customer Satisfaction, Customer Loyalty, and their sustained development.In short, focused on the customer, with the primary purpose of Customer Satisfaction as its operation, continuously improves its Customer Satisfaction Degree (abbreviated as CSD) and Customer Loyalty Degree, (abbreviated as CLD) which is not only the basic principle of operational activity on China's petroleum distribution enterprises in the 21^st century, but also the key to strengthening the markets, broadening the markets and persisting the markets including domestic and overseas markets. Of course, it is the only way to have the Customer Satisfaction Project for petroleum industry and its sustained development strategy realized.This project begins with CS and CSD, briefly introduces the basic theory of CSD. It puts forward the problem of CSD of Chong Qing Marketing Branch, Petro-China Company Limited in three aspects including importance, necessity and possibility. Accordingly, the author orients Chong Qing Petroleum Marketing Company, face the severe challenges from China's entry WTO, firmly combines it with national conditions and definite characters of finished oil distribution enterprises and development situation, learn and draw lessons from advanced enterprises' experiments overseas and domestic, focused on the external consumers, from introducing the perception, posing the theory, establishing model, constructing the appraisal index system, adopting the comprehensive and appraisal methods to definite enforcement and operation, from qualitative research to quantitative research, from theoretical research to positive analyses, Among them, it adds ways of contrast research and mainly have a comparably deep and elaborate research of the problem of appraisal system of CSD of Chong Qing Petroleum Marketing Company. Finally it reaches its research conclusions.Namely, facing the international great tendency .of the study on Consumer Satisfaction Degree, facing the good chance of the West Campaign and facing the severe challenges from China's entry WTO, Chong Qing Petroleum Marketing Company must carry out the CS Project, explore the theory of CSD, build up the ides of CS, establish CS strategy, adopt CS tactics which is suitable for itself, measuring the Consumer Satisfaction Index at all level adhering to the principle of period, completeness and integration to continuously find out the different problems resulted from the products and services, in search of the gap between the precursor of the enterprise and industry, have its business process optimized, reform the managerial system, perfect its operational mechanism in order to unceasingly improve on the quality of the products and services, enhance the whole competitive power of the enterprise itself, the Company Limited and even the China National Petroleum Company.