关键词: 顾客满意度, 评价指标体系, 客户关系管理

Abstract: Based on the discussion about the structure of customer requirement， modern product and customer satisfaction for product， the general evaluation architecture of customer satisfaction for product is proposed. Taking the motorcycle product as an example， the methods of reliability analysis and factor analysis are adopted to create and verify the formal evaluation architecture and questionnaire of customer satisfaction for product in preliminary investigation firstly. And then， the AHP method is introduced to set index weight and to calculate customer satisfaction for product. Finally， in order to synthetically analyze the customer satisfaction for product， the methods of reward-penalty analysis， correlation analysis and essentiality-satisfaction analysis are presented. The practicality and efficiency of the evaluation architecture and methods are demonstrated by the analysis results of the example.

Key words: customer satisfaction, evaluation architecture, customer relationship management