基于销售承诺的顾客满意模型分析

Analysis on Customer Satisfaction Model Based on Sale Promises

顾客满意是企业最重要的成功因素之一,但一直以来满意度的衡量来自于产品绩效与消费期望的比较。当销 售承诺作为可衡量、可操作的信息被企业公开提出并成为消费者对产品期望的外化尺度后,顾客满意衡量模型也随之发生 改变。基于此顾客满意模型分析下得出的承诺管理要点就成为企业差异化的重要手段。

Customer satisfaction is the most essential factor to success, but at all times the scale of satisfaction has been out of the comparison between product performance and consumption expectation. When sale promises are openly put forward as measurable and operational information and become the external scale to measure the customer expectation for the products, the customer satisfaction model will change with the sale promises. The promise management viewpoint based on the analysis of the customer satisfaction model has thereupon become an important means of enterprise diversity.