根据顾客购后行为评价顾客满意度的研究

通过问卷或电话访问等形式获取数据来进行顾客满意度评价的方法存在不可避免的弱点。本文认为,顾客购后行为是消费者对所购商品与服务的心理感受的直接表现,可以反映顾客的满意程度,并提出了以顾客购后行为评价顾客满意度的基本方法。这一方法不仅可行,而且可以避免现行方法的弱点,能更加准确地了解顾客对企业的评价,但这一方法也存在样本代表性问题,并且以该方法所获得的数据也可能无法用于行业之间的比较。

Research on Consumers' Satisfaction Assessment Based on the After-Purchase Behaviors

The author believes that the assessment of consumers' satisfaction based on data collected through telephone interviews and questionnaire has its problems.Then the author suggests since the after-purchase behavior is the direct reflection of the feeling of commodities or services purchased, therefore, examining the after-purchase behavior is a good way of assessing the consumers' satisfaction. In the end the author gives some basic methods assessing the consumers' satisfaction based on consumers' after-purchase behavior.