中国商业企业顾客满意度模型的构建

从20世纪90年代以来,中国学术界和企业界都逐渐认同了顾客满意度的理念,并在实践中进行测量。在测量中主要采用美国顾客满意度指数模型。但模型中的顾客期望等变量受到一定的质疑,同时,中国市场比较重要的影响顾客满意度的还有企业形象变量、顾客关系等变量。商业企业与顾客的联系非常紧密,采用顾客满意度模型进行测量可以更有针对性地提高商业企业的竞争力,为社会创造更大的经济价值和社会价值。这项研究主要探讨了中国商业企业顾客满意度模型中相关变量的实用性,对中国商业企业的顾客满意度模型提出了相关的建议。

On the Construction of Customer Satisfaction Index Model for Commercial Enterprises in China

Since the 1990s,the concept of customer satisfaction has been gradually accepted by academicians and business people in China.Moreover,customer satisfaction is measured in practice mainly by American Customer Satisfaction Index Model.However,the customer expectation variable in the model is questioned in China.It deems there are also other important variables such as brand image and customer relationship,which are important in Chinese market.Commercial enterprises face their customers every day,and the model used to measure customer satisfaction can aim to improve the competitiveness of commercial enterprises and create more economic value and social value.This paper mainly discusses the variables in customer satisfaction model for commercial enterprise in China and provides recommendations for the construction of such index model.