MEASURING THE SATISFACTION OF CUSTOMERS TO MINIMISE BUSINESS RISKS AND IMPROVE QUALITY IN NEW PRODUCTS

摘要

In the evaluation of satisfaction of customers, which may involve the manufacture and marketing of a product (large or small) or the offer of a service, for example, a turnkey project, conventional and subjective phrases often employed in describing customers' satisfaction levels include: (ⅰ) unsatisfied, (ⅱ) satisfied, (ⅲ) very satisfied, and (ⅳ) delighted. This paper proposes a framework that involves the application of Information Communication Technology (ICT) for satisfaction/risk evaluation and provides less spurious accuracy of information for representing the above subjective descriptions about customers' satisfaction levels.