基于效用定档模型构建的顾客满意实现过程研究

Research on the Implementation Process of Customer Satisfaction Based on the Utility Setting Model

本文以动态顾客价值研究为理论依托,以顾客满意实现的基础层次—效用定档为价值导向演化,将效用最大化与顾客满意实现过程协同作用作为研究主线,运用定性理论推导和定量模糊综合评价的研究方法,在强调顾客满意实现过程区别于满意结果反馈机制的基础上,构建结果机制推动下的基于效用定档的顾客满意实现理论与操作性分析模型。最后,以某医疗美容医院为例进行实证研究,得出该医院效用定档的决定性要素为医生,该要素是实现顾客满意、促进购买的关键。

In this paper based on the theory support of dynamic customer value research, based on the realization of customer satisfaction levels - utility setting for the evolution of the value orientation, to maximize customer value and customer satisfaction synergy implementation process as the main line, intelligent mobile phone purchase choice as an example, using the qualitative theory derivation and fuzzy comprehensive evaluation of research methods, the emphasis on customer satisfaction to achieve process differs from satisfied results, on the basis of feedback mechanism, build results mechanism driven by customer satisfaction based on utility setting implementation theory and operational analysis framework. Finally, to a medical hairdressing hospital as an example for empirical research, it is concluded that the decisive elements of utility on the hospital to the doctor, the element is the key to achieve customer satisfaction, promote the purchase.