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产品顾客满意度评价指标体系和方法研究

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Keywords: 顾客满意度,评价指标体系,客户关系管理

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Abstract:

论述了顾客需求结构、现代产品和产品顾客满意度等概念,提出了一种通用的产品顾客满意度评价指标体系。本文以摩托车产品为例,论述了在预调查阶段运用信度分析和因子分析,确定正式评价体系和调查问卷的方法;给出了满意度的层次分析计算方法;最后,运用奖惩分析、相关分析和重要性-满意度分析等方法进行了满意度的综合评价分析研究。实例分析结果说明了这种评价指标体系和方法的实用性和有效性。

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