多品牌服装企业顾客满意度实证研究.PDFVIP

Vol.49 第49卷 No.05, May 2012 2012年05月 第05期 研究与技术 多品牌服装企业顾客满意度实证研究 王 寒 264005 (烟台大学 外国语学院，山东 烟台 ) 摘要：以美国顾客满意度模型的原因变量结合服装企业的实际情况为基础，建立了适合服装企业的顾客满意度测评指标体系。在实 证分析中，以拥有多品牌的服装企业舒朗为例，采用模糊综合评价法为其品牌组合确立了适合其特点的顾客满意度计算方法，并对 结果进行了信度、效度检验，验证了评价指标体系的实用性和有效性。此外还针对各品牌评价结果进行了比较分析，最后基于各项 测评指标结果做了重要性-满意度分析。 关键词：多品牌；服装企业；顾客满意度；模糊综合评价 F768.3 A 1001-7003(2012)05-0029-04 中图分类号： 文献标志码： 文章编号： An empirical study on customer satisfaction for multi-brand garment enterprise WANG Han (Foreign Language School, Yantai University, Yantai 264005, China) Abstract: Based on the structured variables in American Customer Satisfaction Index Model and combined with the actual operation of garment enterprises, this paper constructs a customer satisfaction evaluation index system for garment enterprises. In addition, taking a multi-brand garment enterprise Show Long as an example, it conducts an empirical study with the method of the fuzzy comprehensive evaluation to establish the suitable customer satisfaction calculation method for its brand mix, test the reliability and validity of results, and verify the practicability and efficiency of the evaluation index system. Furthermore, it also carries out a comparable analysis of the evaluation results of various brands. Finally, it conducts an importance-satisfaction analysis based on the evaluation index to guide the garment enterprises to further improve their customer satisfaction