顾客满意阈值及市场营销策略属性的离散估计

研究了顾客满意与市场营销策略的关系、满意值测量函数和阈值的估计. 依照离散统计的原理, 建立了随机化的顾客满意值与阈值的不等式度量关系, 通过基数指标测定方式明确了顾客满意测量函数, 然后采用Gibbs 抽样的蒙特卡洛方法, 估计了阈值及函数系数. 不同于其他分别估计阈值或顾客满意测量函数的方法, 该模型是对阈值和顾客满意测量函数进行有机地相关混合估计, 并采用一个实际例子进行了验证.

Combination estimates of customer satisfaction and threshold on marketingresearch

One of the objectives of customer satisfactory researche ismodeling the relationsh ip among thefunction of p roduct attributes, the th reshold of satisfaction and the survey samp les. Both the satisfactionand th reshold are simultaneously estimated on the basis of a stochastic discrete choice model developed inthe paper. A Bayesian app roaches emp loying the Gibbs samp ling method is built up th rough a scheme ofM arkov chain. A Monte Carlo algorithm is p roposed for calculating the parameters of function and th resh2olds. A p ractical examp le is emp loyed to illustrate its app lication