蕭慰農 / Knight W. N. Hsiao 總經理室顧客滿意部協理 福特六和汽車公司
12 / 28, 2002
顧客滿意 / Customer Satisfaction
Outline – Customer Satisfaction What Is Customer Satisfaction ? Why Needs Customer Satisfaction ? What Are Key Components Of Customer Satisfaction ? How To Understand Your Customer Satisfaction ? What Are Factors That Block Customer Satisfaction ? How To Improve Customer Satisfaction with Product / Quality ? What Are Key Drivers To Make You Success On Customer Satisfaction ? Q&A
What Is Customer Satisfaction ? The formation process is dynamic : Customer measures and rates his/her Satisfaction as a result of comparison process. Prior to the purchase and consumption of a product/service, a customer establishes various expectations concerning the “Performance” of the product/service. In general, EXPECTIONS are the customer’s predictions of the nature and level of satisfaction that they will RECEIVE when product/service is consumed. Therefore, customer expectations play the role of defining the standard against which subsequent “Performance” is judged.
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There are a variety of factors influence customer expectations, and hence, ultimate satisfaction level. They include such things as : Customer prior experience Communication with sales people Advertising Price Influence of friends Customer’s own personality characteristics As a result, customer EXPECTATIONS serve to provide the foundation for attitude formation and also the adjustment of subsequent / expectation perceptions.