Customer satisfaction analysis model

Since the mid-1970s, experts and scholars have done a lot of research on customer satisfaction and put forward many theoretical models. Among them, Oliver's "expectation-performance" model and emotional model, Robert A. Westbrook and Michael D. Reilly's "customer perceived value difference" model and ACSI theoretical model are famous models.

1. "expectation-performance" model

In 1980, Oliver proposed an "expectation-achievement" model as shown in figure 1-2. Oliver believes that during or after consumption, customers will evaluate the performance of products and services according to their own expectations. If the performance is lower than expected, customers will be dissatisfied; If the performance meets or exceeds expectations, customers will be satisfied. 65438-0982 The empirical research results of American scholars Gibert A Churchill and Carol Surprenant show that in many cases, expectations and performance will affect customers' subjective feelings about the comparison results of expectations and performance, and will also directly affect customer satisfaction.

Figure 1-2 "Expectation-Performance" Model

2. Emotional model

According to Oliver, satisfaction is the psychological reaction of customers after their own needs are met (including the emotional reaction of customers caused by products and services not meeting their needs or exceeding their needs). During or after consumption, customers will evaluate products and services according to their expectations, needs, ideals and other possible performance standards. The evaluation results of customers' performance and the attribution of the evaluation results will affect customers' emotions, thus directly affecting customers' satisfaction. Besides, Rama. Assistant professors K.Jayanti and A.Jacks of Louisiana State University pointed out that it is difficult for customers to evaluate service performance according to some specific attributes, so the "expectation-performance" model cannot fully explain the formation process of customer satisfaction. Because customers personally participate in the service process, enterprise managers should refer to the emotional reaction of customers in the process of consumption when measuring customer satisfaction. Finnish scholars Verouica Liljaneler and Tore Strandvik also found that customers' emotions in the process of consumption directly affect their satisfaction. On the basis of constantly improving the definition of customer satisfaction, Oliver put forward a model of customer satisfaction formation process as shown in figure 1-3 in 2000.

Figure 1-3 customer satisfaction forming process model

3. "Customer Perceived Value Difference" model

American scholars Weisbrok and Riley put forward the model of "customer perceived value difference" in 1984. They believe that customer satisfaction is an emotional response after customers compare their perceived product and service performance with their own consumption value (demand, desire and expectation). The more the performance of products and services meets the consumption value of customers' needs, the more satisfied customers will be; The less the performance of products and services meets the consumption value of customers, the more dissatisfied customers are. However, there are some mistakes in the empirical research methods of Wesbrook and Riley. Their research results do not support their hypothesis that "the value difference of customer perception will directly affect customer satisfaction". Dr. Wang Chunben of Cornell University tested this model in the United States 1990. His research results show that the value difference of customer perception is an important factor affecting customer satisfaction. 199 1 year, American scholar meyers made a comparative study of the "expectation-performance" model and the "customer perceived value difference" model. His research results show that the difference of customer perceived value has a greater impact on customer satisfaction than the difference of performance and expectation. From 65438 to 0993, Richard's empirical research results. A.Spreng's research shows that the difference of customer perceived value has a significant impact on customer satisfaction, while the difference of performance and expectation has no significant impact on customer satisfaction.

4.ACSI theoretical model

The theoretical basis of ACSI is that customer satisfaction is closely related to customers' expectations before purchasing products and their perceptions during and after purchasing products. Low or high customer satisfaction will lead to two basic results: customer complaints and customer loyalty. ACSI uses a model consisting of six potential variables supported by multiple indicators (problems) (Figure 1-4).

Figure 1-4 ACSI model

ACSI's model shows that among the six potential variables, customer expectation, customer's perception of quality and customer's perception of value are three prerequisite variables. Customer satisfaction, customer complaint and customer loyalty are three outcome variables, and the prerequisite variables comprehensively influence and determine the outcome variables. Broadly speaking, customer satisfaction refers to the actual perception of product quality and value generated by customers in the process of purchasing and using products, and the feelings and experiences gained by comparing this perception with the expectations before purchasing or using; If customer satisfaction is low, it will lead to customers complaining or even complaining, while high customer satisfaction will improve customer loyalty; If we attach importance to and properly handle customer complaints and solve them, we can also improve customer loyalty.