顾客满意度评价体系的建立及应用

介绍了顾客满意度评价体系的构建,该体系包括评价指标的构成、权重确定、顾客对评价指标态度的量化等,采用主观赋权等方法确定各评价指标的权重,将顾客对评价指标态度分为五个等级,并通过多层加权方法,给各等级相应赋值。通过对莱钢某产品顾客满意度定量测评,说明该评价体系对挖掘顾客价值取向、指导企业经营改进、开拓市场等方面的作用,并对该评价体系的运用作了进一步的探讨与思考。

Establishing and Application of Customer's Satisfaction Evaluation System

Construction of customer's satisfaction evaluation system is introduced. This system include the composing of evaluation factors, weighing confirming, quantitative evaluation of the customer's attitude etc. The weighing of each valuation indexes is determined by using subjective evaluation etc method, customer's attitude about evaluation factors is divided into five grades and evaluation to each grade via multi-tier weight method. Through quantitative evaluation of customer's satisfaction for a product of Laigang, showing the evaluation system effects in rootling customer's benefit tendency, guiding enterprises to improve, market development and so on are shown. A further discussion and thinking for the application of the evaluation system are made.