Research On Major Customer Satisfaction Evaluation In The Electron Communication Industry

The marketing competition on electronic communication manufacturers is not just pure price competition. It has been transformed into a comprehensive multi-factor competition. The customers and suppliers'relationship becomes more complex. On one hand, it trends to strategic alliance from common cooperation; on the other hand, customers continually develop new cooperative partners. In this case, the correct and comprehensive understanding of the customers'satisfaction becomes an important point for enterprises.This paper is based on study and investigation of existing customer satisfaction management and evaluation methods of this trade. Some problems have been found, such as too simple methods for division major customers, immature ways of satisfaction evaluation etc. Take the actual study sample of manufacturing company H, which is world top one output from 2005 to 2010 in OEM ElectronicCommunication industry. The paper gave an suitable method for existing customer division. With the reference of ACSI, SCSI, and CCSI, together with AHP analysis, Delphi methods etc, the essay get below results: 1. major customers'classification methods 2. major customers'satisfaction requirement level; 3. Universal designing principles and attention points in major customers'satisfaction evaluation index system; 4. major customers'satisfaction evaluation index in different levels and hierarchy.Another shine point of this essay is the customer satisfaction evaluation system extended to help management optimization. Three aspects in the satisfaction evaluation system have been developed: 1.KPI for customer-oriented management 2. Internal management structure adapt to the implementation of satisfaction measurement and improvement. 3. Complaints classification and weight index definition.