基于观点演化模型的异质顾客群体满意度测度

顾客满意度测度对产品演化和企业发展具有重要意义。针对基于量表的顾客满意度测度过程中存在的无法反映顾客交互的问题,提出一种基于改进的Deffuant-Weisbuch(DW)观点演化模型的异质顾客群体满意度测度方法。首先,根据观点接受程度将顾客分为无主见型、随和型、偏执型和固执型4类;其次,考虑负向偏见影响及顾客群体异质性构建了改进的DW模型;最后,结合某品牌国产手机顾客满意度测定验证了方法的有效性,并分别针对同质顾客、异质顾客及接受度变化条件下的结果进行了敏感性分析。

Measurement of customer satisfaction degree for heterogeneous customer segmentation based on opinion evolutionmodel

The measurement of Customer Satisfaction Degree(CSD)makes great significance for product evolution and development of an enterprise.Aiming at the problem that the interaction essence among customers could not be reflected by existing research on measurement of CSD based on scaling method,a measurement approach of CSD based on modified DeffuantWeisbuch(DW)opinion evolution model was proposed.According to the value of acceptability,customers were categorized into four segments,which contained impressionable customers,easy-going customers,illiberal customers and stubborn customers.The modified DW model was constructed considering the heterogeneity of customers and negative bias.The measurement of CSD for a domestic brand smart phone was established to elaborate the effectiveness of the proposed approach.Furthermore,the sensitivity analysis was also conducted under the circumstances of homogeneous customers,heterogeneous customers and changing acceptability.