品牌服装企业顾客满意度测评指标体系

对顾客满意度基本理论进行了阐述,并通过对欧洲顾客满意度指数(ECSI)模型的分析和提炼,构建了适合于本土品牌服装企业的顾客满意度测评指标体系,以此来指导改进传统营销观念,建立以“顾客为导向”的行销战略。根据测评指标体系进行企业实践,通过对具体品牌服装企业在特定范围内的调查,获得数据,再进行分析研究,来综合评价一个品牌服装企业以及顾客对其的满意程度,为品牌服装企业的营销策划工作提供理论指导。

Customer satisfaction measuring index system(CSMIS)in brand garment enterprises

Based on the expatiation of the basic theories on the customer satisfaction degree(CSD) and analysis and refining of ECSI model,the customer satisfaction measuring index system(CSMIS) is set up,which is suitable for native garment enterprises,so as to provide a guideline for the improvement of the traditional marketing view and establish a "customer-oriented" marketing strategy.The measuring index system was applied to the evaluation of an enterprise.A survey on a brand clothing enterprise in a specific scope was conducted and the results were analyzed and used to evaluate the enterprise and the satisfaction degree of customers.It is expected that it can provide theoretical guides for brand garment enterprises.