面向客户关系管理的客户满意度指数模型及测评体系

Customer Satisfaction Index Model and Evaluation System of Customer Relationship Management

客户关系管理是在网络经济时代提升企业竞争能力,实现并提高企业价值的必然要求。而影响客户满意度的因素很多,如何科学地测评客户满意度并采取相应的改进措施,是提升客户关系管理水平的关键。在客户感知的基础上,分析了客户满意度所应具备的基本要素。依据美国客户满意度指数模型,运用"李克特量表"和相关分析法,构建了客户满意度指数的测评指标体系。该测评指标体系对于提高客户满意度,具有一定的理论及应用价值。

Customer relationship management （CRM） is a necessary requirement in order to upgrade the competitiveness and achieve the value of an enterprise in the network economy age. There are a lot of factors to impact on the customer sat- isfaction, and the key to upgrade the level of CRM is to scientifically evaluate customer satisfaction and take corresponding improvement measures. Based on customer perception, the basic factors for customer satisfaction are analyzed. Using the ＂Likert scale＂ and related analysis according to the American customer satisfaction index model, the evaluation system for customer satisfaction index is constructed. It has the value for theory and application for improving customer satisfaction.