从结构变量本身对顾客满意度测评模型的研究分析

The Research and Analysis of Customer Satisfaction Measurement Model from the Structural Variables Itself

摘要: 在市场经济的体制下，顾客满意是衡量质量商品服务好坏的最终标准。研究显示，开发一个新客户的成本相当于维护一个老客户的20倍。通过顾客满意度指数测评，可使企业尽快适应从“卖方”市场向“买方”市场的转变。基于某茶叶公司随机调查问卷的真实数据，从模型的结构变量本身出发，采用统计中的效度分析，路径分析以及矩阵分析等多元统计方法对模型进行研究分析，测量用户对某一特定商品或服务以及企业的顾客满意指数值和它们之间的影响和关系，从而为企业的发展改进，政府的决策提供建设性意见。

Abstract: In the market economy system, customer satisfaction is the ultimate standard to measure the quality of goods and services. Studies have shown that, the cost of developing a new customer is equivalent to the cost of maintaining an old customer of 20 times. Through the customer satisfac-tion index evaluation, we can make the enterprise adapt to the change from “seller’s market” to “buyer’s market” as soon as possible. Based on the real data from the survey of a tea company and starting from the structure variable itself of the model, we can study the model by using the multivariate statistical method as for path analysis, matrix analysis, validity analysis and so on. In addition, we also can measure the customer satisfaction index value of the user to a particular product or service, as well as the influence and the relationship between them, so as to we can provide constructive suggestions for the improvement of enterprise and the decision-making of government.