Research On Customer Satisfaction Evaluation Of Guangzhou Branch Office For B Company

As the market competition is fiercely increasing, customers become an important target for the company. Being customer oriented, to provide customers with quality products and services, so as to pursue customer satisfaction and loyalty has become the core of company’s competition. In this process, the evaluation and management of customer satisfaction has gradually developed into an important work of company. This paper firstly introduces the domestic and international situation of customer satisfaction measurement, compares and analyses the advantages and disadvantages of the widely used models of customer satisfaction evaluation, and finds that the models must deal with the traditional customer satisfaction surveys which are always subjective, large deviation, low accuracy and time consuming. So, the new method of sentiment analysis and VIKOR multiple attribute decision model are used as an evaluation way for B company’s customer satisfaction study. Secondly, the sentiment analysis method extracts the opinions for customer satisfaction of B company from the customers’subjective comments, through the extraction of feature words and sentiment words, the compilation of the dictionary of words and expressions, the polarity score of sentiment words, the construction of keyword vectors for customer’s opinions. The customer’s subjective opinions have been converted to the number of expressions by a series of methods and steps. Thirdly, the VIKOR model is calculated and measured by attribute weight’s calculation and satisfaction’s measurement, by the calculation of the maximum attribute value, the minimum attribute value, the group benefit, the individual regret and compromised solution, and also through comparison and analysis of the judgment criteria. We can maximally listen to the customers’opinions, ignore the individual’s regret, and get the final conclusion of the level of customer satisfaction:Zhongshan and Foshan have the highest level of customer satisfaction for B company’s Guangzhou branch office. Finally, this paper reveals the level of customer satisfaction of B company from the perspective of attribute characteristics, and points out that B company need to focus on the two main attributes of product and service, pay more attention to the maintenance of brand image, and strengthen the logistics and finance services. Lastly, the problems and limitations of the new sentiment analysis method is analyzed and discussed. Hope that sentiment analysis method and VIKOR model can be widely applied to the evaluation of customer satisfaction in all trades and professions in the future.