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Please use this identifier to cite or link to this item: http://mitustr.lib.mitust.edu.tw:8080/ir/handle/987654321/735

Title: 建構AHP 評量顧客滿意度模式
A Customer Satisfaction Model by Applying Analytic
Authors: 楊熾能
李欣怡
Contributors: 大華技術學院
中華大學
Keywords: customer satisfaction;analytic hierarchy process;hypermarket
Date: 2011-03-25
Issue Date: 2011-07-01 16:20:56 (UTC+8)
Publisher: USA, Scientific Research Publishing.
Abstract: In order to survive and to acquire long-tem profit in today’s extremely competitive market, firms need to fulfill customer satisfaction of the products/services provided. Customer satisfaction has been studied extensively in the service industry, and increasing customer satisfaction has become a focus of marketing strategy in enterprise planning. Past works on customer satisfaction are mainly about service quality, increase of customer loyalty, and customer perception to evaluate the difference between the expectation and the actual outcome. However, very few studies have tried to evaluate the importance of customer satisfaction factors. This paper, thus, utilizes the analytic hierarchy process (AHP) to evaluate the degrees of customer satisfaction. By adopting AHP, a hierarchy with criteria and sub-criteria for evaluating customer satisfaction is constructed, and pairwise comparison is performed to calculate the relative importance of criteria and sub-criteria and the performance of the firms under study. The results can be a reference for firms to understand which factors should be stressed in order to increase customer satisfaction.
Relation: International Conference on Engineering and Business Management
Appears in Collections:[電視與網路行銷管理系] 專書、期刊論文或研討會議論文

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