商业企业顾客满意度测评及结果分析

Customer Satisfaction Evaluation for Commercial Enterprise and Results Analysis

顾客满意度测评是实施顾客满意管理的重要手段,是企业持续改进的依据。本文构建了面向大型商业企业的顾客满意度及员工满意度评价指标体系,采用客观调查与层次分析法相结合的方法确定了指标体系的权重,同时对3家大型商业企业的测评结果进行了相关分析,对改进对象的选择方法进行了探讨,采用象限法来确定改进对象,并以实例说明。

Customer satisfaction evaluation is an important means to implement customer satisfaction management, and it is also the foundation for enterprise's improvements. This paper forms customer and employee satisfaction evaluation indexes, which can be used in large commercial enterprises, and obtains the weight coefficients of index by investigations and by using AHP. It also analyzes the evaluation results of three large commercial enterprises, and introduces one of the methods of selecting the objects that ought to be improved. At last.it makes a positive analysis by using quadrant analysis to determine the objects that ought to be improved.