企业常会陷入顾客满意度的迷思当中,认为顾客满意度高,便可为企业带来可观的利润。例如美国各大汽车厂商曾花大力气调整顾客满意度测量手法,并针对调查结果,致力改善产品,服务流程,希望以此举来提高顾客满意度。但结果却事与愿违,满意度虽提高到90％,但回头率却只达到30％。 Enterprises often fall into the myth of customer satisfaction among them, that customer satisfaction, they can bring considerable profits for the enterprise. For example, the major automobile manufacturers in the United States have made great efforts to adjust the measure of customer satisfaction and, in view of the findings, are committed to improving their products and service processes in the hope of improving customer satisfaction. But the result was contrary to expectations, although the satisfaction rate increased to 90%, but the rate of return only reached 30%.