顾客满意度效用决策模型的构建

Establishment of the Decision Model on Customer Satisfaction Utility

顾客日常购买消费品时,总目标获得购买商品的最优组合,以达到最大满意度。由于使用最优决策方法存在较多限制条件,应用最优化理论又较难构造模型求解,满意决策成为可行的替代方案。文章基于效用函数建立了商品组合的满意度效用函数,并应用满意决策理论求得一个使顾客满意度效用最大的商品组合,建立了满意决策模型;提出一套顾客购买商品组合时选择最大满意度组合的决策方法。

Customer would always like to get the best combination achieving maximum satisfaction when purchasing. However, there always are lots of restrictive conditions when using optimization theory and it is difficult to construct model through optimization theory for this question. Then satisficing decision becomes an alternative plan. The article established a utility function of goods combination based on the traditional utility function and then reached a best commodity portfolio making a biggest utility through satisficing decision theory. In all, it established a decision model of customer satisfaction utility and provided a decision method when a customer chooses grouping of commodities.