文档介绍：萧慰农 / Knight W. N. Hsiao
总经理室顾客满意部协理
福特六和汽车公司
12 / 28, 2002
顾客满意 / Customer Satisfaction
Outline – Customer Satisfaction
What Is Customer Satisfaction ?
Why Needs Customer Satisfaction ?
What Are Key Components Of Customer Satisfaction ?
How To Understand Your Customer Satisfaction ?
What Are Factors That Block Customer Satisfaction ?
How To Improve Customer Satisfaction with Product / Quality ?
What Are Key Drivers To Make You Success On Customer Satisfaction ?
Q&A
What Is Customer Satisfaction ?
The formation process is dynamic :
Customer measures and rates his/her Satisfaction as a result of comparison process. Prior to the purchase and consumption of a product/service, a customer establishes various expectations concerning the “Performance” of the product/service.
In general, EXPECTIONS are the customer’s predictions of the nature and level of satisfaction that they will RECEIVE when product/service is consumed.
Therefore, customer expectations play the role of defining the standard against which subsequent “Performance” is judged.
1.
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There are a variety of factors influence customer expectations, and hence, ultimate satisfaction level.
They include such things as :
Customer prior experience
Communication with sales people
Advertising
Price
Influence of friends
Customer’s own personality characteristics
As a result, customer EXPECTATIONS serve to provide the foundation for attitude formation and also the adjustment of subsequent / expectation perceptions.
3.
During the OWNERSHIP experience, the customer compares perceived “Performance” to the previously formed EXPECTATIONS.
If the “Performance” meets or exceeds EXPECTATIONS, the customer is satisfied, but if “performance” falls short of EXPECTATIONS, the customer is dissatisfied.
As the customer continues through the OWNERSHIP experience, he/she tends to modify or revise his/her expectations.
As a result, customer satisfaction levels evolve.
Why Needs Customer