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DOC版27WhatIsCustomerSatisfaction?
Theformationprocessisdynamic:
Customermeasuresandrateshis/herSatisfactionasaresultofcomparisonprocess.Priortothepurchaseandconsumptionofaproduct/service,acustomerestablishesvariousexpectationsconcerningthe“Performance”oftheproduct/service.
Ingeneral,EXPECTIONSarethecustomer’spredictionsofthenatureandlevelofsatisfactionthattheywillRECEIVEwhenproduct/serviceisconsumed.
Therefore,customerexpectationsplaytheroleofdefiningthestandardagainstwhichsubsequent“Performance”isjudged.
Thereareavarietyoffactorsinfluencecustomerexpectations,andhence,ultimatesatisfactionlevel.
Theyincludesuchthingsas:
Customerpriorexperience
Communicationwithsalespeople
Advertising
Price
Influenceoffriends
Customer’sownpersonalitycharacteristics
Asaresult,customerEXPECTATIONSservetoprovidethefoundationforattitudeformationandalsotheadjustmentofsubsequent/expectationperceptions.
DuringtheOWNERSHIPexperience,thecustomercomparesperceived“Performance”tothepreviouslyformedEXPECTATIONS.
Ifthe“Performance”meetsorexceedsEXPECTATIONS,thecustomerissatisfied,butif“performance”fallsshortofEXPECTATIONS,thecustomerisdissatisfied.
AsthecustomercontinuesthroughtheOWNERSHIPexperience,he/shetendstomodifyorrevisehis/herexpectations.
Asaresult,customersatisfactionlevelsevolve.
WhyNeedsCustomerSatisfaction?
Itwasprovenstrongcorrelationbetween“CompletelySatisfied”customersandownerloyalty:acustomerwillrecommendhis/herfriendstopurchasetheproduct/servicehe/sheexperienced.
HarvardBusinessSchoolstudyfindings:
Firmswithhigherlevelofcustomerloyalty(notmarketshare)enjoyhigherprofitabilityinagivenindustry.Profitwillincreaseby25~85from5increaseincustomerloyalty.
Firmsbecomemoreprofitableovertimeduetoloyalcustomers.
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