Customer satisfaction research (CSR) is to analyze factors influencing the customer satisfaction to figure out the relationship among the influencing factors, customer satisfaction and customers consumption behavior, and thereby, to effectively improve the key influencing factors with the most optimized cost, which will in turn change the consumers behavior, establish and improve their loyalty, reduce customer complaint and defection, increase repeated purchase, build a good reputation and strengthen the enterprises competitiveness and increase their profitability.
Customer Satisfaction Index (CSI) is an important tool to find out the investigation results of customer satisfaction and make further analysis. The satisfaction research functions in: 1. deciding decisive factors influencing customer satisfaction; 2. measuring the current customers satisfaction; 3. discovering opportunities to improve product/service and providing suggestions for the management; 4, tracking customer satisfaction level in a long term.
Procedures of satisfaction research: 1. deciding the content of customer satisfaction; 2. measuring customer satisfaction level; 3. analyzing the customer satisfaction structure; 4. analyzing the dissatisfying factors; 5. giving suggestions for improvement; 6. tracking the change of customer satisfaction. Through the customer satisfaction research, we provide clients with the following proposals: 1. regarding every single aspect of the service, the satisfaction degree scoring and its rank; 2. major influencing factors; 3. the advantages and problems in competition; 4. cross comparison of the indexes; 5. suggestions and measures for improving customer satisfaction.