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顾客的满意度体现着企业的价值,也是企业生存发展壮大的根本。那么,企业如何才能知道和了解顾客对自己的满意度呢?前提当然是必须对顾客的满意度进行认真细致地调研。对顾客满意程度的调查并将调查结果与产品/服务属性相联系,已成为市场驱动质量方法的一种工具。 企业满意度调研一般有4个基本目的:（1）确定影响满意度的关键决定因素;（2）测定当前的顾客满意水平;（3）发现提升产品/服务的机会（4）从顾客的意见和建议中寻找解决顾客不满的办法,为管理者提供建议。从以上目的出发,笔者认为对顾客满意度的研究应是个循环递进的系统。标准公司的满意度研究思路也是从系统论的观点出发:先诊断企业的顾客满意度,根据研究结果规范产品/服务并加以改进,然后跟踪测试改进后的执行情况,再次诊断顾客的满意度。
The degree of customer satisfaction reflects the value of the company, and it is also the root of the company’s survival, growth and growth. Then, how can companies know and understand the satisfaction of their customers? The prerequisite is, of course, that customer satisfaction must be carefully investigated. The investigation of customer satisfaction and the link between survey results and product/service attributes has become a tool for market-driven quality methods. Corporate satisfaction surveys generally have four basic objectives: (1) determine the key determinants affecting satisfaction; (2) determine the current level of customer satisfaction; (3) identify opportunities for product/service improvement (4) opinions from customers In the proposal and in the search for solutions to customer dissatisfaction, advise managers. Starting from the above objectives, the author believes that the research on customer satisfaction should be a cyclical progressive system. The standard company’s research on satisfaction is also based on the viewpoint of system theory: First, it diagnoses the customer’s satisfaction, standardizes the products/services according to the research results, and then improves the performance of the test. Then, the customer’s satisfaction is again diagnosed.