顾客满意度研究述评

随着市场竞争的加剧,企业从关注产品转向关注顾客,国家也从仅关注GDP等经济资源的产出效率指标,转向同时关注产出质量。顾客满意度指标正是从消费者角度衡量产出质量的指标。顾客满意度理论模型从最初的差距模型,逐步发展到目前广泛采用的结构方程模型,并在瑞典、美国、欧盟等国家和地区应用,并成为经济发展的先导指标,对股票市场价格、市场增加值等经济效益指标具有显著的预测作用。目前我国的一些企业和行业已经开始运用顾客满意度指标。要构建国家层次的中国顾客满意度评估系统,还需要深入的方法研究以及大量的实证研究。

Summary and Comment on the Customer's Satisfaction Study

With the market competition increasing, the enterprises focus more on customers than products and the nations pay more concerns on the quality of output than efficiency index of such economic resources as GDP, etc. The customer's satisfaction is just the right index to measure the quality of output from the perspective of customers. The model of customer's satisfaction develops gradually from the original model of GAP to the Structure Equation Model (SEM), which has been widely applied in Sweden, America, Europe, etc. The customer's satisfaction has become the leading indicative index in economic development, which has a remarkable prediction on such indexes of economic effect as the stock market price and Market Value Added (MVA). At present, some Chinese enterprises and industries have constructed the customer's satisfaction index, however, further researches on the method and substantial empirical studies are needed for the establishment of China national customer's satisfaction evaluation system.