Customer Satisfaction Based on Limited Rationality and the Strategies

Customer satisfaction is an important measure to improve the competitive power of enterprises. This paper begins with a summary of theoretical researches on customer satisfaction at home and abroad, followed by a discussion on the essential implication of customer and customer satisfaction based on limited reason. Then, a multi-variable customer satisfaction model is established, and the relationships among the multi-variables composing the model are analyzed. Finally, the strategies for customer satisfaction are studied from four aspects, i.e., re-engineering of corporation image, comprehensive customer satisfaction, visual flexible decision-making, and customer relationship management.