零售企业顾客满意的风险评价与预警

针对顾客满意风险具有模糊性、灰性和不确定性等特点,采用主观判断与定量分析相结合的多层次灰色评价理论的方法,有效、全面、系统地评价了顾客满意风险的大小,并给出运用该方法的实际算例.通过所建立的模型,企业可以在顾客不满意发生之前采取有效的风险管理策略,将风险给企业造成的损失降至最低.

The Evaluation and Forecasting of Customer Satisfaction Risk of Enterprise

Customer satisfaction risk is fuzzy, gray and uncertain, this paper evaluates the venture of customer satisfaction of enterprise by using the multilevel gray theory method which combines the subjective judgement and quatitative analysis. It is proved by demonstration that the method is suitable and reliable, and it will improve the investing risk decision. Finally, an example is implied to illustrate the application of this method. According to the model given, enterprise can control risk before unsatisfaction of customer to reduce lose.