What factors affect customer satisfaction?

Influencing factors of customer satisfaction

(1) enterprise factor (2) product factor (3) marketing and service system (4) communication factor (5) customer care customer satisfaction: the feeling state of pleasure or disappointment formed by comparing the perceived effect (or result) of a product with the expected value. The concept of customer satisfaction (Philip kotler) thinks that customer satisfaction "refers to the feeling state that a person feels happy or disappointed after comparing the perceived effect of a product with his expectation". Henry accel also believes that when the actual consumption benefits of goods meet the expectations of consumers, it will lead to satisfaction, otherwise, it will lead to customer dissatisfaction. As can be seen from the above definition, satisfaction is the difference function between perceived effect and expected value. If the effect is lower than expected, customers will be dissatisfied; If the perceived effect is in line with expectations, customers will be satisfied; If the perceived effect exceeds expectations, customers will be very satisfied, happy or delighted. Generally speaking, customer satisfaction refers to customers' direct and comprehensive evaluation of products and services provided by enterprises and employees, and it is customers' recognition of enterprises, products, services and employees. Customers evaluate products and services according to their value judgments. Therefore, philip kotler believes that "satisfaction is a kind of feeling state level of people, which comes from the comparison between the performance or output envisaged by a product and people's expectations". From the perspective of enterprises, the goal of customer service is not only to satisfy customers, but also to satisfy customers is only the first step of marketing management. William Taylor, president of American Maintenance Chemicals Company, said: "Our interest is not only to satisfy our customers, but also to find out what our customers think can enhance our relationship." In the process of establishing long-term partnership with customers, enterprises provide customers with "customer value" that exceeds their expectations, so that customers can be satisfied in every purchase process and post-purchase experience. Every satisfaction will enhance customers' trust in the enterprise, so that the enterprise can obtain long-term profits and development. For enterprises, if they are satisfied with their products and services, customers will also spread their consumption feelings to other customers through word of mouth, expand product awareness, enhance corporate image, and continuously inject new impetus into the long-term development of enterprises. But the real problem is that enterprises often equate customer satisfaction with trust and even with "customer loyalty". In fact, customer satisfaction is only the premise of customer trust, and customer trust is the result; Customer satisfaction is a positive evaluation of products or services. Even if the customer is satisfied with the enterprise, he is only satisfied based on the products and services they accept. If a product and service are not perfect, he is not satisfied with the enterprise, which is also a perceptual evaluation index. Customer trust refers to customers' trust in brand products and enterprises with brands, and they can rationally face the success or failure of brand enterprises. According to the survey of Bain Company in the United States, among the customers who claim to be satisfied with the products and enterprises, 65%~85% will turn to other products, and only 30%~40% will buy the same product or the same model of the same product again.

What is customer satisfaction? What are the key factors affecting customer satisfaction? 20 points

Customer satisfaction: it is the psychological reaction of customers after comparing their service performance with a certain standard of remuneration.

Influencing factors:

1, the overall impression of customers on their consumption results.

2. Customer's comparison results of products and services

3. Customers attribute their consumption results.

Why do you want to conduct a customer satisfaction survey?

Under the market economy, enterprises should be guided by market customers, and customers are the basis of their survival, so only by firmly grasping customers can they occupy market share.

At present, due to fierce competition and rising costs of enterprises, the cost of maintaining an existing old customer is far lower than the cost of developing a new customer. Through the research on customer satisfaction, enhancing customers' loyalty to the company's products can not only save competitive costs for the company, but also bring huge benefits. And because of the improvement of customer satisfaction, the company's reputation has been spread, which can attract new customers introduced by old customers.

Basic information of customer satisfaction

The real customer service satisfaction is the customer's personal demand for service and the experience of enjoying the service before, plus the reputation of a certain enterprise service around him, which constitutes the customer's expectation for service. As an enterprise, when providing services to customers, it is also constantly learning customers' expectations for services, and then providing services to customers according to its own understanding of customer expectations. However, in reality, there is a certain gap between enterprises' understanding of customer expectations and the services provided by enterprises and customers' own expectations of services. There are five possible situations: there is a gap between customer's expectation of service and enterprise management's cognition of customer's expectation; The gap between the service commitment made by enterprises to customers and the service quality actually provided by enterprises to customers; The gap between the enterprise's requirements for customer service quality standards and the service quality actually provided by service personnel; The gap between enterprise management's cognition of customer expectations and enterprise customer service quality standards; The gap between the customer's perception of the service provided by the enterprise and the customer's own expectation of the service can be measured, which is the satisfaction of customer service. American Forum Company, the most authoritative customer service research institution in the United States, invested hundreds of researchers for nearly 10 years, and conducted a detailed and in-depth investigation and study on nearly 10,000 customer service personnel and customers in American retail, credit card, banking, manufacturing, insurance, service maintenance and other industries10, and found a rater index that can effectively measure the quality of customer service. Scorer index is the abbreviation of five English words, which respectively represent reliability, assurance, materiality, empathy and responsiveness. Customer's satisfaction with the enterprise directly depends on the rater index. 1. Reliability: refers to whether an enterprise can consistently fulfill its commitment to customers. When this enterprise really does this, it will have a good reputation and win the trust of customers. 2. Professionalism: refers to the professional knowledge, skills and professional quality of enterprise service personnel. Including: the ability to provide quality services, courtesy and respect for customers, and effective communication skills with customers. 3. Tangibility: refers to the tangible service facilities, environment, the appearance of service personnel and the tangible performance of service's help and care for customers. Service itself is an intangible product, but a clean service environment, special seats for children in restaurants, service girls who lead children to sing and dance in McDonald's and so on can make this intangible product tangible. 4. Empathy: It means that service personnel can always put themselves in the customer's shoes and truly sympathize with and understand the customer's situation and needs. 5. Responsiveness: refers to the desire of service personnel to respond to customer needs in time and provide services quickly. When there is a service problem, responding immediately and solving it quickly can bring positive influence to the service quality. As customers, what we need is a proactive service attitude. Through the in-depth investigation and study of American Forum Company, it is found that customers' views on the importance of the five elements of service quality are different from those of enterprises: customers think that reliability and responsiveness are the most important of the five elements of service. This shows that customers prefer enterprises or service personnel to fully fulfill their commitments and solve problems for them in time. However, enterprises believe that visibility is the most important of these five service elements. This just shows that there is a gap between the expectations of enterprise management and customers. At this point, we can see that the satisfaction of customer service is closely related to the customer's expectation of service. Enterprises need to stand on the customer's point of view and constantly measure their services through the five elements of service quality. Only when the services provided by enterprises exceed customers' expectations can enterprises gain a lasting competitive advantage. Customer satisfaction refers to the degree to which all products of an organization meet a series of customer needs. 1. Subjectivity. User satisfaction is based on their experience with products or services. The object of feeling is objective and the conclusion is subjective. It is not only related to their own knowledge and experience, income, living habits, values and other conditions, but also related to the interference of media news and fake and shoddy products in the market. 2. Hierarchy. Maslow, a famous psychologist, pointed out that there are five levels of human needs, and people at different levels have different evaluation criteria for products or services, which can explain why people in different regions are not. ......

How to investigate customer satisfaction and find out the main factors affecting satisfaction

Investigate customer satisfaction through after-sales service. After-sales is a very important procedure, even related to sales, but also an important aspect of customer satisfaction.

What are the factors that affect customers' expectations for service?

Hello. I'll make a long story short.

The factors that affect customer expectations mainly include the following:

* 1. Personal needs of customers

It can be perceived by itself, or stimulated by external factors such as market communication, tangible evidence, product price and word-of-mouth publicity. The stronger the individual needs of customers, the greater the expectations for service quality. If customers have certain personal ideas about service provision, their ideal service expectations for service enterprises will increase. For example, a customer who has been engaged in catering is more difficult to tolerate minor food defects and rude service than other customers.

* 2. Clear commitment of the enterprise

The commitment made by enterprises to customers through advertising, publicity, promotion and other market communication methods directly affects the formation of customer expectations. For example, a bank promised in the notice: "2 minutes for current deposit, 3 minutes for time deposit and 5 minutes for foreign exchange deposit;" Every time it exceeds 1 min, the user will be compensated 1 yuan, and the cashier bonus will be deducted 10 yuan. "2 minutes, 3 minutes and 5 minutes here may become the expectations of some users. The commitment of competitive enterprises also makes customers expect their own enterprises. For example, customers may demand other similar enterprises with the service standard promised by a competitive enterprise.

* 3. Corporate Implied Commitment

The price and importance related to products and services are implicit commitments of enterprises. For example, customers have high expectations for high-priced products or services. Service enterprises can hint to customers about their commitment to a certain service quality through service pricing and service environment. This implicit commitment also affects the formation of customer expectations. The luxury car in front of the hotel, the standardized service etiquette of the service staff, the white tablecloth in the hotel and the luxurious decoration all make customers have high expectations for the service of the hotel.

* 4. Customer's past experience

Customers with different experiences have different expectations. For example, a senior white-collar worker used to live in a four-star hotel. Suppose he is staying in a two-star hotel now, he will look at this hotel from his previous experience and feel that the conditions are poor. If he was an ordinary farmer, he used to live in a guest house or an ordinary hotel. Once he stays in the same hotel, he will feel that the hotel conditions are very good. Customers' expectations change with their experience level, and the more experienced customers, the higher their expectations.

* 5. Word of mouth communication

For example, a friend recommends a famous dish of a restaurant to you, and your friend's recommendation forms your expectation for that restaurant. In people's reputation, Haier's after-sales service is very good, and customers who buy Haier products have high expectations for Haier's after-sales service.

* 6. Customer's awareness of alternatives

Substitutes mean that customers have more choices in the market. In the past, China Telecom lacked competition, and the telephone bill was expensive, and the initial installation cost was several thousand yuan. Customers have low expectations for quality service and can tolerate low-level service. Now, due to the intensified competition in the telecommunications industry, customers' expectations for telecommunications services will increase. If customers perceive that there are more service alternatives for them to choose from, their tolerance threshold will be smaller than when they are unaware of the existence of service alternatives.

Thank you-

How to improve customer satisfaction

In today's increasingly fierce market competition, there are many factors for businesses to be invincible, but customer satisfaction plays an important role. How to win customers over competitors has become a problem that businesses have to seriously consider and treat. Professor marketing guru kotler once said that enterprises and marketers should not only satisfy customers, but also "please them". . This kind of "please" is to do everything possible to meet the needs of customers and satisfy them. Only companies that focus on the market and customer needs can succeed. Therefore, customer satisfaction has become an important index to evaluate the quality management of enterprises and businesses at home and abroad. Customer satisfaction refers to the feeling state of pleasure or disappointment formed by comparing the perceived effect (or result) of the product with the expected value. It is actually a difference function between perceived effect and expected value. Customers can judge whether products meet their expectations and which products can provide the highest value for themselves according to their knowledge, feelings and experience, thus forming a value expectation and acting accordingly. If the effect is lower than expected, the customer will not be satisfied; If the two match, customers will be satisfied; If the effect exceeds expectations, customers will be very satisfied. High satisfaction and pleasure can produce emotional attraction to the brand, not just rational preference. It is this * * * that creates customers' high trust and loyalty to a certain enterprise or a certain product. Economic globalization has fundamentally changed the management concepts of many excellent enterprises at home and abroad, such as "customer is God", "customer is always right", "customer is the food and clothing parents of the enterprise" and "customer is the most important resource of the company". , truly become the creed of these enterprises and entrepreneurship. In the process of enterprise development or marketing, they attach great importance to some daily chores and are willing to make great efforts to "please" customers and win their high satisfaction and loyalty. Senior leaders of some excellent foreign businesses once pointed out with emotion that "the value of highly satisfied customers is 10 times that of satisfied customers". So, how can we improve customer satisfaction? Improving service level is an effective means to retain customers. A study shows that the cost of acquiring a new customer is five times that of retaining an old customer. If a company reduces the customer churn rate by 5%, its profit will increase by 25%-85%, and the profit rate of the company mainly depends on the life span of old customers. The famous IBM company requires service personnel to spare no effort to provide warm and thoughtful service to customers, so that customers feel highly satisfied and respected, and establish long-term friendly relations through two-way communication with customers to retain customers. Meanwhile, service is an important way to improve core competitiveness. The boss of Haier, a famous home appliance giant in China, believes that service quality is also a core competitiveness. Under the guidance of this concept, Haier has implemented a series of creative practices in customer service, which has reached a peak in China household appliances industry and established a good reputation of "Haier service" among consumers. They promised consumers that the service hotline is right beside you, as long as you make a phone call, Haier will do the rest. Bird has invested 50 million yuan to fully enter the 5S warm clothing storm. Others, such as Royalstar's "red carpet" service, Xinfei refrigerator's "green" service and TCL Group's 8S diamond service, are striving to build distinctive service brands to win the market and customers. Paying attention to product quality, corporate integrity and product quality are undoubtedly the decisive factors to improve customer satisfaction. Especially in today's product homogenization, customers' purchasing behavior is more easily influenced by the comprehensive strength of products with brand, quality, price, service, function and image as the core, making quality more important. To grow and develop, enterprises must constantly strive to improve product quality, build their own brands, and reflect the quality advantages of products. /kloc-For more than 0/00 years, German Mercedes-Benz has put the tenet of "Excellence" into the whole production process. In the course of business. In order to ensure product quality, the company has formed a top-down quality control system. One eighth of the production workers are engaged in quality control and inspection, and an engine has to go through more than 40 inspection procedures. More than 65,438+0,300 workers inspected the spare parts provided by the cooperative manufacturers. The company stipulates that if one part of a box is unqualified, it must be returned, so that Mercedes-Benz can stand proudly in the world with its high-quality brand, establish a very obvious advantage and win high customer satisfaction. Shandong Heze Sanxin Industrial Development Co., Ltd. often follows investigators. ......

What are the main factors that affect employees' job satisfaction?

1. personality: extroverted personality has higher job satisfaction than introverted personality.

2. Values: People who pay attention to enjoying the work process have higher job satisfaction than those who pay attention to work return.

3. Work situation: In the eyes of workers, whether the work itself is interesting or not, the meaning of politeness will also affect job satisfaction; Relationships with colleagues and superiors will also affect job satisfaction.

4. Social influence: colleagues, family and culture will also affect job satisfaction. For example, a child from a wealthy family will not be satisfied with a job with a monthly salary of several hundred yuan.