某汽車培訓(xùn)材料顧客滿意(存儲版)
【正文】 ?6. How To Improve Customer Satisfaction with Product / Quality ?7. What Are Key Drivers To Make You Success On Customer Satisfaction ?8. QAWhat Is Customer Satisfaction ?The formation process is dynamic :Customer measures and rates his/her Satisfaction as a result of parison 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.1. 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 characteristicsAs a result, customer EXPECTATIONS serve to provide the foundation for attitude formation and also the adjustment of subsequent / expectation perceptions. the OWNERSHIP experience, the customer pares perceived “Performance” to the previously formed EXPECTATIONS.If the “Performance” meets or exceeds EXPECTATIONS, the customer is satisfied, but if “performance” falls short of EXPECTATIONS, the customer is dissatisfied.As the customer continues through the OWNERSHIP experience, he/she tends to modify or revise his/her expectations. As a result, customer satisfaction levels evolve.Why Needs Customer Satisfaction ?It was proven strong correlation between “Completely Satisfied” customers and owner loyalty : a customer will remend his/her friends to purchase the product/service he/she experienced.Harvard Business School study findings :?Firms with higher level of customer loyalty (not market share) enjoy higher profitability in a given industry . Profit will incr
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