The Study on Customer Satisfaction Measurement of BH Company in Chinese Market

Last modified: February 24, 2022
Estimated reading time: 2 min
Project Title: The Study on Customer Satisfaction Measurement of BH Company in Chinese Market
Author: Li Ming
Advisor: Asst. Professor Qiu Chao
Degree: Master of Business Administration
Major: International Master of Business Administration
Faculty: Graduate Schools
Academic year: 2017


Li, Ming. (2017). The study on customer satisfaction measurement of BH Company in Chinese Market. (Master’s independent study). Bangkok: Siam University.


Joseph M. Juran, the great American master of quality, once said, “The twentieth century is the century of productive forces and the twenty-first century is the century of quality.” Quality is an eternal theme and quality is defined as “the degree to which inherent characteristics of the entity meet the requirements.” In the current new historical period, it is developing from the conformity quality that meets the standard requirements to the adaptive quality that meets the needs of customers, and gradually is developing toward the satisfaction of customers and related parties. And quality is also evolving from a small concept that is single and meets standards to a large concept that is marked-oriented and meets the needs of customers and other related parties.

Theories and practice of company management and quality management at home and abroad have proved that customers are the bases of the survival and development of companies. If there are no satisfied customers, there is also no market space and no profit. Customer satisfaction is the core of a company’s quality management, and is also a company’s endless pursuit.

This paper summarized some points after comprehensively analyzing the status quo of customer satisfaction measurement of Chinese companies. That is, companies’ understanding of customer satisfaction and the degree of customer satisfaction is shifting from passive to active as well as from negative to positive. At the same time, companies pay more attention to practice than rational thinking in terms of customer satisfaction. This paper further emphasizes the importance for companies to conduct customer satisfaction measurement.

Based on the survey mode of American Customer Satisfaction Index (ACSI) and Chinese Customer Satisfaction Index (CCSI) and combined with the actual condition of Chinese companies, this paper designs a kind of survey mode that includes seven modules–expected quality, perceived product quality, perceived service quality, perceived value, customer satisfaction, customer complaint and customer loyalty.

Taking BH company as an example, and combining customer satisfaction measurement with the actual conditions of this company, this paper shows detailedly the whole survey process, conducts structural variable analysis, variable impact analysis, customer complaint analysis and customer comment analysis based on the data obtained from the survey and also instructs BH company to make corresponding improvements. The results prove that this method is feasible, for the company has made greater economic and social benefits.

Keywords: customer satisfaction measurement; quality management; empirical analysis

The Study on Customer Satisfaction Measurement of BH Company in Chinese Market

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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