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Marketing customer satisfaction
 In the marketing of the market is that the "customer", with the traditional sense of the market has great different. In the pile up in excess of requirement of the environment, the enterprise through what means to satisfy customer demand for improved customer satisfaction is very important. Andfrom now on enterprise development, the enterprise is to strengthen the research on how to improve customer satisfaction and customer loyalty in culture.    
What is customer satisfaction in essence, customer satisfaction is a reflection of the psychological state of the customer, contrast to it from the customer to the enterprisefor some products and services consumption generated feelings with their aspirations for. That is to say"satisfaction" is not an absolute concept, but a relative concept. Enterprises can not work behind closed doors,sticking to their own subjective judgment service, service attitude, product quality, price indicator optimization, howshould examine the products provided services and customer expectations, requirements of the degree ofagreement. The customer's satisfaction refers to the explicit, usually implicit, or must fulfill a need or expectationhave been satisfied degree of feeling. Customersatisfaction is meet the feedback it is of a product or service performance, evaluation and the product or service itself;given or is given a and consumer satisfaction about thelevel of happiness, including less than or more thansatisfaction levels, is a kind of psychological experience.Customer satisfaction is a change in the target, to make a customer satisfied with something, may not make anothercustomer satisfaction to the customer in a case satisfied with something, could not satisfy in another case. Only veryunderstanding of different groups of customers satisfactionfactors, it is possible to realize 100% customer satisfaction.
Customer satisfaction the important meaning of customer for enterprise marketing satisfaction can bring great value to the enterprise, is a modern enterprise dream goal.Customer satisfaction is occurring in a psychological evaluation, purchase or consumption in general, close to or more than previously expected product or service will makecustomers satisfied consumer reflect produced. When the customer experience to the satisfaction of the utility, form apleasant memory of the products or service and enterprise.This pleasant memories will encourage customers to buy again. According to custom build theory, many buy and useof positive reinforcement and pleasant experience the ultimate in customer body form a habit, and this process need not be involved in the process of cognition. But forlower than previously expected product or service, the customer as long as there is an experience will be veryattention, after very alert, because not a bad experienceand emotions are not satisfied, will affect strongly on the product or service and enterprise social perception. When a customer first contact, suffer enterprises poor product or service, in not satisfied at the same time, the enterpriseproduct or service also gives the first impression, he badlong lingering, this deep first impression will give him the next transfer purchase object, Nai Zhiyong far deviated from the one explained, this is the first impression effect. In addition, many factors can affect customer satisfaction, the various links such as purchasing place, advertising, product quality, staff attitude can destroy the customer satisfaction,as long as there is any link not well, and just be customers experience, so their grievances have adverse effect on the entire enterprise's perception and attitudes in imaginationnot consciously enterprise and not happy together,generally associated with the enterprise things existproblems, are not good, this is also the halo effect.
The guiding ideology of customer satisfaction marketing is the enterprise of the whole business activities to customer satisfaction as the pointer, to from the customer's point of view, with the customer's point of view rather than their ownpoint of view to analysis, considering the needs of consumers. Customer first is to require enterprises to thefirst customer on the management system of research,product development, stand in the customer position,connect the customer "not satisfied" removed from thedesign, manufacture and supply process, so that consumers in the psychology to the enterprise identity and sense of belonging, and then generate the group networkeffect of customer satisfaction. Everything for the customer"requirements for all considered from the perspective of the customer, the customer would like to think, urgentcustomer's urgent needs, Need to the needs of the customer is the enterprise.
The above discussed the importance of the many customer satisfaction, then what are the causes of the reducedcustomer satisfaction and how to improve customer satisfaction? Three, some reasons of causing the degree of customer satisfaction, reduced 1 over promise and excessive marketing we must refuse to promise too much,or excessive promotion, this caused great resentment of the customer. Simple one example, for example, some of the treasurer promised Baotuibaohuan, but once the customerput forward to return goods or exchange goods, always find some reasons to stall or refuse. Some properties of 2, false advertising information in the advertisement excessivepromotional products, ignoring some important information,transfer the attention of customers. These management failure, leading to customers in the process of consumption,there is a feeling of disappointment and disgust, resulting insome complain and do not trust. Therefore, to eliminate false advertising.
The emergence of the problem 3, product and service quality of the product itself, such as the existence of the problem, the quality did not reach the required standard;problems of packaging products, resulting in damage to the product; the product appear tiny flaw and so on. The attitude and way of 4, service personnel to provide customers with products and services, lack of correctrecommendation techniques and working attitude, will result in customer dissatisfaction, complain. This is mainly manifested in the following aspects. (1) and poor service attitude. No respect for the customer, the lack of courtesy:improper language, words are not allowed, cause customermisunderstanding. (2) the lack of a correct way to sell, lack of patience, to customer questions or requirementsexpressed irritability, reluctantly, lack of initiative: to customers about their own things indifferent, alone, speechcold, seems to be pushing them away. (3) the lack of professional knowledge, to answer customer questions, orirrelevant. (4) over sell. Exaggerate the benefits of products and services, to lure customers to buy, or deliberately set a trap, let the customer account, forcing customers to buy.
How to improve customer satisfaction Enterprise four,enterprise must first know what is the customer needs,according to customer needs, attention to customer feedback, let the user participation in decision-making, and constantly improve the product service system, maximizecustomer satisfaction. First, in the formulation of the price of a product through the market survey of customer the ability to accept and consider, formulate a reasonable price.According to the different income levels and different levels of consumption, product packaging and specifications of the positioning and market segmentation, production of products with different specifications, set different prices.Then the price closer to the customer the psychologicalprice, the customer can accept. Pricing strategy is the key.Second, in the distribution channel and sales promotion link establishment, perfect after-sales service system tofacilitate customers to the aspects of principle, to maximizecustomer satisfaction. Communicate effectively with theservice with your choice of products and consumers, more can let consumer close to the sales, so that consumers can easily purchase.
Third, in the sales process, enterprises should promptlytracking of customer purchase satisfaction, and then set upthe improvement objectives, adjust the enterprise production and management process, through the continuous stability and improve customer satisfaction, to allow consumers to participate in the upgrading of productsdesign, production, fully consider the customer satisfactioncomponents. Let contain more customer value in the product value, strengthen the connection betweenconsumers and brands and products, to enable enterprises to be invincible in the fierce market. Only customerssatisfied with the products may become the loyal customers,to accept and spread and recommended products. Fourth,increase the satisfaction degree of employees within the enterprise, in order to encourage the enthusiasm of internal staff. The employee of the enterprise is connected with the middle between enterprises and customers, internal staffalso has a very important role in improving customer satisfaction, internal staff on customer service attitude, andthe communication between the customer satisfaction areable to influence the customer. At the same time to cultivate and improve sales service personnel's professional quality,answer customer questions, provide better service for customers, to meet customer demand, to improve customer satisfaction and customer loyalty. Fifth, the rejection of falseadvertising information, prevent excessive promotion.
Five, summed up through a simple analysis of the data, we can see the level of customer satisfaction have significantinfluence on the development of enterprise marketing from.We should start from "buy" to "repeat purchase" and then to "repeat purchase", from the "customers" to "turn back the customer" and then to "customer loyalty". Let customer satisfaction is the ultimate goal to cultivate customer loyalty.A successful business to customer loyalty and development must have a large number of highly satisfied. In short, the customer satisfaction marketing is very important in anybusiness management. Customer satisfaction has become the many enterprise marketing.

专业译文
标题：客户关系满意度
在市场营销中的市场是指“顾客”，与传统意义上的市场有着巨大的不同。在当今供过于求的环境下，企业通过何种手段来满足顾客的需求提高顾客的满意程度就显得极为重要。而从现在企业的发展情况来看，企业也正在加强如何提高顾客满意程度以及培养顾客的忠诚度的研究中。  
一、什么是顾客满意     本质上讲，顾客满意度反映的是顾客的一种心理状态，它来源于顾客对企业的某种产品服务消费所产生的感受与自己的期望所进行的对比。也就是说“满意”并不是一个绝对概念，而是一个相对概念。企业不能闭门造车，留恋于自己对服务、服务态度、产品质量、价格等指标是否优化的主观判断上，而应考察所提供的产品服务与顾客期望、要求等吻合的程度如何。  顾客满意是指顾客对其明示的、通常隐含的或必须履行的需求或期望已被满足的程度的感受。满意度是顾客满足情况的反溃它是对产品或者服务性能，以及产品或者服务本身的评价；给出了或者正在给出一个与消费的满足感有关的快乐水平，包括低于或者超过满足感的水平，是一种心理体验。  顾客满意度是一个变动的目标，能够使一个顾客满意的东西，未必会使另外一个顾客满意，能使得顾客在一种情况下满意的东西，在另一种情况下未必能使其满意。只有对不同的顾客群体的满意度因素非常了解，才有可能实现100%的顾客满意。
二、顾客满意程度对于企业的营销的重要意义  顾客满意能给企业带来巨大的价值，是现代企业梦寐以求的目标。顾客满意是发生在购买或消费后的一种心理评价，一般来说，接近或超过先前期望的产品或服务，将使顾客产生满意的消费体现。当顾客亲身体验到满意的效用后，对产品或服务以及企业形成愉快的记忆。这种愉快的记忆将促使顾客再购买。根据习惯建立理论，多次购买及使用和愉快经验的正强化最终在顾客身上形成习惯，而这个过程不需要认知过程的参与。但对于低于先前期望的产品或服务，顾客只要有一次经历就会很注意，以后格外警觉，因为不愉快的消费体验和不满意的情绪，将较强烈的影响其对产品或服务以及企业的社会知觉。当一个顾客首次接触，就遭受企业低劣的产品或服务，其在感到不满意的同时，企业的产品或服务也给了他不良的第一印象，久久挥之不去，这深刻的第一印象将给他下次转移购买对象，乃至永远的背离一个解释，这也是第一印象效应。此外，很多因素都能影响顾客满意，如购买场所、广告宣传、产品质量、人员态度等各个环节都能破坏顾客满意，只要有任何一个环节没做好，又恰好被顾客遭遇，那么其不满会产生对整个企业不利的知觉和态度，在想象中不自觉地就将企业和不愉快联系在一起，认为凡是跟该企业相关的东西都存在问题，都不好，这也是晕轮效应。
顾客满意营销的指导思想是企业的整个经营活动要以顾客满意为指针，要从顾客的角度、用顾客的观点而非自身的观点来分析、考虑消费者的需求。顾客至上就是要求企业要把顾客放在经营管理体系中的第一位，站在顾客立场上研究、开发产品，预先把顾客的"不满意"从设计、制造和供应过程中去除，使消费者在心理上对企业产生认同感和归属感，进而产生顾客满意的群体网络效应。一切为了顾客"要求一切从顾客的角度考虑，想顾客之所想，急顾客之所急，顾客的需要就是企业的需要。
三、造成顾客满意程度降低的几方面原因     1、承诺过多与过度推销      我们要拒绝承诺过多，或者过度的推销，这样对顾客造成很大的反感。简单的举一个例子，例如，有的掌柜承诺包退包换，但是一旦顾客提出退商品或者换商品时，总是找一些理由来搪塞或者拒绝。     2、虚假广告信息  在广告中过分的宣传产品的某些性能，故意忽略一些关键信息，转移顾客的注意力。这些管理的失误，导致顾客在消费过程中，有失望和反感的感觉，因而产生一定的抱怨和不信任。因此，要杜绝虚假广告。       3、产品和服务质量上的出现的问题，比如产品本身存在的问题，质量没有达到规定的标准；产品的包装问题，导致产品损坏；产品出现小瑕疵等等。      4、服务人员的态度与方式       为顾客提供产品服务，缺乏正确的推荐技巧和工作态度，都将导致顾客不满，产生抱怨。这主要表现在以下几个方面。      （1）服务态度差。不尊敬顾客，缺乏礼貌：语言不当，用词不准，引起顾客误解。      （2）缺乏正确的推销方式，缺乏耐心，对顾客的提问或要求表示烦躁，不情愿，不够主动：对顾客爱理不理，独自忙乎自己的事情，言语冷淡，似乎有意把顾客赶走。      （3）缺乏专业知识，无法回答顾客的提问，或是答非所问。  （4）过度推销。过分夸大产品与服务的好处，引诱顾客购买，或有意设立圈套，让顾客中计，强迫顾客购买。
四、企业如何提高顾客满意程度       企业首先要知道顾客需要的是什么，根据顾客需要，重视顾客意见，让用户参与决策，不断完善产品服务体系，最大限度使顾客满意。      第一、在产品价格的制定上通过市场调查并考虑顾客的接受能力，制定出一个合理的价格。针对不同收入水平和不同消费层次，进行产品包装与规格的定位和市场细分，生产不同规格的产品，制定不同的价格。那么这个价格比较接近顾客心理价格，顾客能够欣然接受。价格制定策略也非常的关键。      第二、在分销渠道、促销环节建立、售后服务体系完善等方面以便利顾客为原则，最大限度地使顾客感到满意。用服务用你的产品与消费者进行有效的沟通，选择更能让消费者接近的销售方式，让消费者轻松购买。  第三、在销售过程中企业要及时跟踪研究顾客购买的满意度，并依此设立改进目标，调整企业生产经营流程，通过不断地稳定和提高顾客满意度，让消费者参与到产品的换代设计、生产当中，充分考虑顾客满意的成分。让产品价值中包含更多的顾客价值，强化消费者与品牌和产品之间的关系，才能使企业在激烈的市场之中立于不败之地。顾客只有对产品满意才可能成为忠诚顾客，才能接受、传播和推荐产品。  第四、提高企业内部员工的满意程度，以此来激励内部员工的积极性。企业的员工是连接企业和顾客的中间纽带，企业内部员工对于提高顾客的满意程度也有着很重要的作用，企业内部员工对顾客的服务态度以及与顾客之间的沟通都能够影响顾客的满意程度。同时培养和提高销售服务人员的专业素质，解答顾客所提出的问题，为顾客提供更好的服务，满足顾客的需求，从而提高顾客的满意程度以及顾客对企业的忠诚度。  第五、拒绝虚假广告信息，防止过度推销。
五、总结  通过对资料的简单分析，我们从中可以看到顾客满意程度对于企业的发展企业的营销都有着重大的影响。我们应该从“购买”开始到“重复购买”再到“反复购买”，从“顾客”到“回头顾客”再到“顾客忠诚”。让顾客满意的最终目的是为了培养顾客忠诚。一个成功的企业要发展必须拥有大量的高度满意的顾客和忠诚顾客。总之，顾客满意营销在任何企业管理中都是十分重要的。顾客满意已经成为目前众多企业的营销利器。