某汽車顧客滿意調查(ppt 25頁)

What Is Customer Satisfaction ?
The formation process is dynamic :
Customer measures and rates his/her Satisfaction as a result of comparison 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 againsThere 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 characteristics
As a result, customer EXPECTATIONS serve to provide the foundation for attitude formation and also the adjustment of subsequent / expectation perceptions.
t which subsequent “Performance” is judged.

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