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

Citation

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

Abstract

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

Related by Advisor:

• The Status and Prospects of Internet Finance Credit Services at Bangkok: A Case Study Based on Ant Check Later
• Research of the tourism industry development strategy in Bangkok of Thailand
• The relationship between accounting professional judgment ability and moral philosophy: Obedience pressure, self-interest motivation and professional commitment as moderating variables
• Research on marketing strategy of large business hotels in Thailand
• Research on competitiveness of export trade and strategy of Thai Mango
• Thai consumers’ perception and evaluation of Chinese products
• Brand strategies research of Charoen Pokphand Group
• Survey and analysis on consumer satisfaction of Taobao Apparel Industry