外文翻译-顾客满意

CustomerSatisfaction----Onekindofbrand-newqualityviewbyxichangyangSincelongago,thepeopleallmerelytreatasthequalityquestionatechnicalquestion,speaksoftheimprovementqualityonmerelytoconsiderfromthetechnicalangle.Alongwithknowledgeeconomydevelopmentandproductiveforcesunceasingenhancement,thepeoplealreadydevelopedtotheproductdemandfromthesoletechnicalnaturetothetechnicalefficiencyandexpandtothespiritualdomain,moreoversatisfiestheproportionwhichthespiritualdemandtheproductortheproductcharacteristicoccupiesgreatlytosurpasssatisfiestheproportionwhichthephysiologicaldemandoccupies.Atthesametime,isdaybydayrichalongwiththemateriallife,moreandmorefromorganizesthequalitycenterofgravityandthedeterminationpowerasidetoshifttothecustomerhandin,thecustomersatisfiedalreadybecomestheappraisalproductqualityqualitytheonlystandard.Thiscausedthequalityideatohavetheverybigchange——fromexaminationqualityviewtotallyingqualityview,finallyformedhassatisfiedtakethecustomerasthecorebrand-newqualityidea.CustomerSatisfactionWhoisacustomer?Thecustomeris"thereceiveproductorganizationorindividual".BasedonISO9000:2,000standardsconcernedcustomersdefineexplanationthat,Thecustomermaybeorganizestheinterioristheinternalcustomer,alsomaybeexteriortheorganizationnamelytheexternalcustomer.Asfortheorganizationinterior,"thenextworkingprocedure"is"onaworkingprocedure"customer.Therefore,aorganizationtothecustomertheunderstandingshouldbegeneralized,cannotmerelyunderstandfororganizestheproduct"thecustomer".Atthesametime,"suppliesthechain"basedontheproduct,thecustomermaydivideintothemiddlecustomerandthefinalcustomer,therealisticcustomerandthepotentialcustomer,tocustomerthin,classificationandresearch,isadvantageouscarriesonthedifferentwaytousinviewofthedifferentcustomerdemandstimulatingwiththeguidance,thusmakesthecustomertobepleased,achievesorganization'sgoal.Customersatisfactionis"thecustomertoitsrequestalreadythedegreefeelingwhichsatisfied",isthepeopleinhasacceptedtheproductortheserviceincludingitscarriedtheinformationafterstimulating,makesonekindoffirmlypsychologicalcondition,isthepeopletotheproductonekindofsubjectivecomprehensiveappraisal.Thismeantthat,whetherthecustomerdoessatisfyisdecidedbyitsreceiveproductandtheinformationthewayandthedegreewhichstimulatetoit,whenthiskindstimulateshassatisfiedcustomer'srequest(includingclearinstructionsorlatentdemand),cantothecustomerformisstimulating,thuscausesthecustomersatisfiedly,moreoverthiskindstimulatestheregulationgoespastthedeepcustomertobemoresatisfied,otherwise,canformtothecustomernegativestimulates,canmakethecustomernottobepleased,moreovertheregulationwhichstimulatestothecustomergoespastthedepth,thecustomerismoreunsatisfied,cancausethecustomertocomplain,eventhecustomersues.Likesustopurchaseclothes,clothesusevalueself-evident(winterclothingmaintainingwarmth,summerclothingpenetrabilityandcoolandsoon),ifonlythisbuttheoneself,thecustomerrespondedcanbeverylight,but,iftotheclothingassemblybythenaturalnoveldesign,dressesupLi'scolor,causesustoobtaintheaccidentpleasantlysurprised,thencanmakeustofeelonekindofunexpectedharvest,wewillbesatisfied.Customersatisfactoryqualityview"Customersatisfaction"tookoneidea,moreandmoreacceptsforthemultitudinousdifferenttypeorganization.Wemayunderstandfromfollowingseveralaspectsthat,thecustomersatisfiesnotonlyistheorganizationthestartingpointalsofallsthefootspot.TheChineseeconomycomprehensivelyentered"istoomucheconomical"thetime.Statisticshaveindicated,theconsumerwantstochoosetherefrigeratorfrom290kindofrefrigerators,choosesthebeerfrom455kindofbeer,choosesthecosmeticsfrom478kindofcosmetics,choosestheshirtfrom575kindofshirts.Theprice,thequality,thedesignalldayafterdayhastenwith.Thebuyermarketbuyercanmakethedecision.Thecustomerdecidedwantsany,whenwants,howwants,toleavehowmanyprices,thecustomertrulybecomesthebasicconditionorganizesdependson,thecustomertosatisfythebasicpowerwhichintothehumansocietydevelops.Anyorganizationwhenprovidestheproductortheservice,itsgoalliesintheproductortheservicewhichcausesittoprovideobtainscustomer'sapproval,andletsitbegladaccepts.Thisrequeststheorganizationtounderstandthecustomerneedsanytypetheproductandtheservice,hasanytypetotheproductandtheservicetherequestThefineproduct,thecustomerdoesnotneed,alsocannotobtaincustomer'sapproval.Therefore,theorganizationonlyhadhasgraspedthisstartingpoint,couldprovidesatisfactionforthecustomertheproductortheservice.Atthesametime,thecustomersatisfiesthedegreehaddecidedtheorganizationmakesmoneythedegree,haddecidedtheorganizationdevelopsmentality,accordingtoconventionalalgorithm,anenterpriseifpreserves5%stablecustomer,thatthisenterprise'sprofitatleastcanincrease25%.Therefore,theorganizationfallsfootalsotobesupposedtolieincausesthecustomersatisfiedly,onlyhadgrasps"thecustomertobesatisfied"thisdrivingforce,theorganizationcanobtaintheconsiderabledevelopment."CustomerSatisfaction"isthemarketeconomydevelopmentnecessity.Thecustomersatisfiesqualityviewisthemarketeconomydevelopmentinevitableresult.Alongwiththesocialproductiveforcesdevelopment,thesocietyhasbroughttheextremelyrichmaterialresourcesforthepeople,thusletthemarketrealizefromthesellermarkettothebuyermarkettransformation,causedthebuyeristhecustomercontrolthemarketdevelopmentdirection.Ispassingweoftenby"mineproductisqualified,customerdonotusewhen"performstoshiftresponsibilityontoothers.Nownotgood,youthinkownproductqualified,butcannotmeetmyneeds,whichyouonsavedinyourswarehousearebeinggood!Whohadconsideredmydemand,whoseproductIdopurchase.Atthesametime,theknowledgeeconomydevelopmentenabletheorganizationtohavetheabilitytohavetheconditionnotonlytosatisfycustomer'sphysiologicalneeds,alsocanmeetcustomer'spsychologicalneeds,causestheproducttobemorerichlycolorful,causestheserviceevenmoretolookafterwithgreatsolicitude.Customersatisfactionistheinevitableresultwhichthehumanistideapopularizes.Thecustomersatisfiesqualityviewisbytheartificialstartingpointandthecenter,isrevolvingthereassignmentorganizationandcustomer'senthusiasm,theactivity,causestheorganizationunceasinglytosatisfythecustomertorequest,thusrealizesthecustomertobesatisfied,unceasinglyrealizesthehumanitytothehappypursue,improveshumanity'squalityoflife.Atthesametime,satisfiestakethecustomerastheideafromorganizesthequalityspecificationandthedeterminationpowerasidetochangetoacustomerside,hadreflectedperson'sstatusunceasinglyisenhancing.Graspshumanistthis"thenewmelody",persistedaccordingtocustomer'sobjectiverequest,wants,forsufficestothefoot;Doesnotwant,doesnotgive.ThusandmutuallyseepstheChineseCommunistPartyintheorganizationandcustomer'sinteractionwithtobuildhumanity'smatterandthespiritualcivilizationlife.Customersatisfactionisorganizestheeternalpursuethegoal.Customersatisfactionishumansociety'sonekindofbasicdesire,willbethehumanityforeverthewithoutlimitsself-pursue.Therefore,meetscustomer'sneedandthedesirealsoisorganizestheeternalpursuethegoal.Entersforthe21stcentury,themoreandmoremanyorganizationattention"thecustomerissatisfied"strategicsense.Isthevariouscountries'expert,theentrepreneur,howtheadministrativepersonnelsallexploringcausesownorganizationtoseizethe21stcenturyqualityassoonaspossiblethecommandingpoint,manylarge-scaleorganizationareformulatingthe21stcenturyqualitystrategies,and"thecustomerwillbesatisfied"tookthequalitystrategythecore,tookitwillsupportothercontents"theoutline"."Satisfiescustomer'srequestandexpected"willsubstituteforthepursuequalitytobequalifiedortheservicereachesthesigntobecomethehighestgoalwhichtheenterprisepursues.Graspsthetendencytobeabletograspsuccessfully,thuswillgraspthefuture.Inthiscompetitionextremelyintensetime,onlyhasgraspsthiskindoftendencyandthedirection,correctlyestablishestheoneselfdevelopmentalstrategygoal,caninthecompetitionneutralitytotheinvincibleposition.Howstimulatesthecustomertobesatisfied?Abovesaid,customersatisfactionwasthecustomerhasacceptedonekindofpsychologicalconditionwhichtheproductortheserviceanditstheinformationstimulatedproduces,wasapsychologyconcept.Then,howwedostimulatecustomer'sthiskindofsatisfactorymood?"Wedowell,thecustomerwillsatisfy"to?Whichfirstshouldwepayattentionaffectcustomersatisfactionandnotthesatisfactoryfactorhave:notsatisfactoryfactorTheclearinstructionsforgiveswhichintheproducteithertheserviceoranticipatedprovidestocustomer'suseortheservice,isthecustomerthoughttheself-evidentcharacteristic,itmeetsthecustomerneedthedegree,affectsthefactorwhichthecustomersatisfies,oncehastheaspectwhichdoesnotarrive,cancreatecustomer'sdisaffection,usuallyiscalleditnotthesatisfactoryfactor.Forinstance:Webuyathermosbottle,itsheatpreservationcharacteristic(orsaiduse)isanotsatisfactoryfactor.Ifbuysathermosbottlenottokeepwarm,wewillbeveryannoyedandnotbeunsatisfied,sincethesecharacteristicsallhad,conformstoourrequirement,alsocannoturgeustosatisfy,becausewecanthinkthisisshould.neutralfactorSomeonekindoffactor,whencustomer'sdemandhasnotobtainedsatisfies,willfeelverydisappointedly;Ifobtainstimesatisfyingwhichshouldobtain,cannothaveanyintensereflection;But,iforganizestodoverymucharrives,canincreasethecustomertobesatisfied.Wecallsuchfactortheneutralfactor.Forinstanceagreestimepurchasegoods,ifcannotasscheduledarrive,cancausethecustomertocomplain;Ifarrivesontime,perhapsthecustomercannothaveanyresponse;Ifcanarriveaheadoftime,thenthecustomercanbeveryhappy.satisfactoryfactorThecustomerobtainstheaccidentharvest,oftencanmakethecustomertobeextremelypleased,however,organizesnottoprovidetheseproductcharacteristics,alsocannotcausethecustomertobediscontented,wecalledsuchfactoristhesatisfactoryfactor.Forinstancewepurchasetheultravalueservicewhichtheproductobtainedarrives;Enjoyswhentheserviceobtainedarrivestheaccidentpresentpresentsandsoon.Theseaccidentsarepleasantlysurprisedoftencanmakeustofeelextremelysatisfies.Hadunderstoodtheseaffectthefactorwhichthecustomersatisfies,howcanwegraspwellstimulatethecustomertobesatisfied.Onlydodgesformsthecustomernotsatisfactoryfactor,diligentlycompletestheneutralfactor,planswitheveryeffortwiththeimplementationletsthefactorwhichthecustomersatisfies,canunceasinglysatisfythecustomertorequest,tostrengthenthecustomertobesatisfied,thusachievesthequalitygoalwhichthecustomersatisfies,thepromotionenterprise'sdevelopment.Theenterpriseshouldestablishandimplementthecustomer

satisfactorystrategyWedonotavoidtheenterprisethegoalaretheprofitmaximization.Buttheenterpriseprofitgoalrealizationistakecustomer'sexistenceasthefoundation,leftthecustomer,anyorganizationallwithdifficultyexists.Ininthe21stcenturycompetitions,whowinscustomer'sadoringwiththerepayment,whocansurviveandthedevelopment;Otherwise,onlycanbeblindalley.Howdoescustomer'sadoringwithrepay,howalsoisdecidedtotheenterprisecausestheirsatisfaction.Therefore,saysfromsomekindofdegree,enterprise'smanagementstrategyisthequalitystrategy,butthisallstartingpointsandthehometoreturntoallconclusionisapoint:Thecustomerissatisfied.Howthenwedoestablishandimplementthecustomersatisfactorystrategy?thecreation"Customersatisfaction"asthecentralenterprisenewmanagementidea.Theenterprisemustmanifestsinownmanagementpolicyandthegoal"attractsmorecustomers"and"unceasinglyenhancesthecustomerdegreeofsatisfaction"thethought,ineducatestrainingtothestaffinthefoundation,causesthestafftocomplywiththeoccupationalethics,thebehaviorstandards,thevalueideaandthestaffqualitymoldstheaspect,allseeps"alltoletthecustomerissatisfied"theidea.Thuscreatesonekindintheenterpriseinterior"theinternalservice"managementidea,althoughyounotdirectlyservethecustomer,butyourworkmustbeforservescustomer'spersontoserve.Inducts"thenextworkingprocedureintheenterpriseinteriorisontheworkingprocedurecustomer"thecustomersatisfiestheidea,namelyintheentireoperationlink,thepreviouslinkdepartmenttreatsasthenextlinkdepartmentthecustomer,carriesontheservicetoit,alinkservesalink,finallyprovidesthebestservicefortheexternalcustomer.thepromotion"Customersatisfaction"astheobjectivequalitycontrolinnovation.Theenterprisemustfrequentlyorganizedcarryonthecustomerdemandandthemarketinformationdiagnosis,comprehensively,thoroughlyandaccuratelygraspsthecustomervariousaspectsthedemand,includingthelatentdemand,fortheenterpriseproductmarketlocalization,thedevelopmentdesign,theimprovementandtheinnovationpromptlyprovidesthebasis.Atthesametime,thediagnosiswillobtaincustomerrelatedaspecttheandsoonproductfunction,quality,priceandoutwardappearancedemand,comprehensivelyaccuratelywilltransformastheproductdesignimprovementtechnicalparameter,thecostelement,andinstrictlywillrequestintheprocessaccordingtotheproductdesignortheimprovementwhichtheorganizationwillproduce,willhavetoimplement"underalinkwillbethecustomer"thepolicy,comprehensivedevelopment"internalcustomersatisfied"theactivity,willproduceconformstotheproductwhichthecustomerwillrequest,achievedthecustomerwillbesatisfied.paysspecialattention"Customersatisfaction"andservesthemanagementinnovationasthecriterionenterprisemarketing.Theenterprisemustusethesciencethemethodtocarryonthecustomerdegreeofsatisfactiontotheenterpriseexteriormarketenvironmentevaluatingaftertesting,throughevaluatesaftertestingthecustomertoenterprise'sproductqualitycharacteristic,thefinereputation,well-knownness,turningheadrate,thesalesability,thecomplaintrateandsoonseveralaspectssatisfaction,providesthebasisfortheimprovementmarketingstrategyandtheenhancementgradeofservice.Atthesametime,fromenhancesthecustomer"satisfaction"and"theloyalty"thegoalembarks,establishesthecustomerfile,omni-directionallyimplements,themulti-formsstandardpost-saleservice,therealizationpre-saleconsultation,sellssupports,thepost-saleincrementnamely"thehelpuserbuysgoods"theincrementserviceprocess,thus"sues"theserviceafterthreestagesentireprocessesservicesubstitution.takestake"Customersatisfaction"astheguidanceenterpriseinformationmanagementinnovation.Theinformationtechnologydevelopment,providedtheverygoodconditionforoureffectivelycollectionandtheprocessinformation,theenterprisehashadintherealizationtaketheenterpriseasthecentertotakethecustomerasinthecentralmentalitytransformationfoundation,carriedontheenterpriseinformationmanagementtheinnovation.Totheenterpriseinsideandoutsidepitchpointandtheflowandsooninformationcollection,analysis,transmission,feedback,processingdesign,thespeedwhichaswellasvariouspitchpointsinformationcurrentcapacityandpastsperformstocontrol,doesthesystemresearchtotheinformationfeedbackprocessingcycleandthetimestipulation,thusisthecorrectdevelopment"thecustomerissatisfied"aseriesofactivities,providesthescienceeffectivebasis.theimplementation"Customersatisfaction"asthemasterlineenterpriseorganizationalstructurereorganization.While"thecustomersatisfied"thethoughtand"thecustomersatisfied"forthecentralstrategyimplementation,theenterprisemusttaketheinformationbidirectionaltransmissionspeed,theinformationpasttheattritionrateandthemanagementefficiencythreebigtargetsisinthesynthesisoptimizationasaprinciple,reducestheenterpriseexcessivelymanymanagementstructurelevelandtheadministrativepersonnellevel,causestheenterprisethestructureflatly,thedecision-makingisfast.Realizes"thecustomersatisfiedly"themanagementgoalisamasterline,reasonablyadjustsvariousdepartmentsthemanagementfunction,eliminatestheoverlapregionofvariousdepartmentsfunctionconnectionplaceandothermanagementpessimisticareas,therealizationmanagementscienceishighlyeffective.Thuscarriesontheenterpriseorganizationalstructurethereorganization,therealizationenterpriseflowmakesagain.顾客满意种全新的质量观杨希昌长期以来，人们都把质量问题仅仅当作一个技术问题，说到改进质量就仅仅从技术角度去考虑。随着知识经济的发展和生产力的不断提高，人们对产品的需求已经从单一技术性发展到了技术经济性并扩展到精神领域，而且满足精神需求的产品或产品特性所占的比例已大大超过满足生理需求所占的比例。同时，随着物质生活的日益丰富，越来越将质量的重心和判定权从组织一方转移到顾客手上，顾客满意已经成为评价产品质量好坏的唯一标准。这就使质量观念发生了很大的变化一一从检验质量观到符合性质量观，最终形成了以顾客满意为核心的全新的质量观念。一、顾客满意谁是顾客？顾客是“接收产品的组织或个人”。依据ISO9000：2000标准有关顾客定义的解释：顾客可以是组织内部的即内部顾客，也可以是组织外部的即外部顾客。对于组织内部来说，“下一道工序”就是“上一道工序”的顾客，。因此，就一个组织对顾客的理解应是广义的，不能仅仅理解为组织产品的“买主”。同时，依据产品的“供应链”，顾客可以分为中间顾客与最终顾客、现实顾客与潜在顾客，对顾客的细化、分类和研究，有利于我们针对不同的顾客需求进行不同方式的刺激和引导，从而使顾客满意，以实现组织的目标。顾客满意是“顾客对其要求已被满足的程度的感受”。是人们在接受了产品或服务包括其所携带信息的刺激以后，所做出的一种肯定的心理状态。是人们对产品的一种主观的综合的评价。这就是说，顾客是否满意取决于其接收的产品及信息对其刺激的方式和程度，当这种刺激满足了顾客的要求（包括明示的或潜在的需求）时，就会对顾客形成正刺激，从而使顾客满意，而且这种刺激的程度越深顾客就越满意，反之，就会对顾客形成负刺激，就会使顾客不满意，而且对顾客刺激的程度越深，顾客就越不满意，就会引起顾客抱怨，甚至顾客投诉。就像我们购买衣服，衣服的使用价值不言而喻（冬衣的保暖，夏装的透性和凉爽等等），如果仅此而己，顾客反应会很平淡，但是，如果对服装配以大方新颖的款式，靓丽的颜色，使我们获得意外的惊喜，那么就会使我们感到一种意想不到的收获，我们就会感到满意。二、顾客满意质量观“顾客满意”作为一种理念，越来越为众多的不同类型的组织所接受。我们可以从以下几个方面来理解：1、顾客满意既是组织的出发点又是落脚点中国经济已全面进入“过剩经济”时代。据统计，消费者要从290种冰箱中选冰箱，从455种啤酒中选啤酒，从478种化妆品中选化妆品，从575种衬衫中选衬衫。价格、质量、款式都日渐趋同。买方市场买方说了算。顾客决定要什么，什么时候要，怎么样要，出多少价，顾客真正成为组织赖以生存的基本条件，顾客满意成为人类社会发展的基本动力。任何组织在提供产品或服务时，其目的在于使其提供的产品或服务得到顾客的认可，并让其乐于接受。这就要求组织了解顾客需要什么样的产品和服务，对产品和服务有什么样的要求一一再精美的产品，顾客不需要，也不会得到顾客的认可。因此，组织只有掌握了这个出发点，才能为顾客提供满意的产品或服务。同时，顾客满意的程度决定了组织赚钱的程度，决定了组织发展的思路，按常规算法，一家企业若保住5%的稳定顾客，那该企业的利润至少会增加25%。因此，组织的落脚点也应在于使顾客满意，只有掌握了“顾客满意”这个原动力，组织才能得到长足的发展。2、“顾客满意”是市场经济发展的必然顾客满意质量观是市场经济发展的必然结果。随着社会生产力的发展，社会为人们带来了极为丰富的物质资源，从而让市场实现了从卖方市场向买方市场的转换，使得买方即顾客左右了市场发展的方向。在过去我们往往以“我的产品是合格的，顾客自己使用不当”加以推诿。现在不行了，你认为自己的产品合格，但不能满足我的需要，哪你就在你的仓库里存着好了！谁考虑了我的需求，我就购买谁的产品。同时，知识经济的发展使组织有能力有条件不仅满足顾客的生理需要，也能满足顾客的心理需要，使产品更加丰富多彩，使服务更加体贴入微。3、顾客满意是以人为本观念普及的必然结果顾客满意质量观是以人为出发点和中心的，围绕着调动组织及顾客的积极性、能动性，使组织不断地满足顾客要求，从而实现顾客满意，不断地实现人类对幸福的追求，提高人类的生活质量。同时，以顾客满意为理念将质量标准和判定权从组织一方转到顾客一方，反映了人的地位在不断提高。把握好以人为本这个“新旋律”，坚持按顾客的客观要求，要，就给足给够；不要，一点不给。从而在组织与顾客的互动和互相渗透中共同营造人类的物质和精神文明生活。4、顾客满意是组织永恒追求的目标顾客满意是人类社会的一种基本愿望，是人类永无止境的自我追求。因此，满足顾客的需求和愿望也是组织永恒追求的目标。进入21世纪，越来越多的组织关注“顾客满意”的战略意义。各国的专家、企业家、管理人员都在探索如何使自己的组织尽快占领21世纪质量的制高点，许多大型组织在制定21世纪的质量战略，并将“顾客满意”作为质量战略的核心，作为其支撑其他内容的“纲”。“满足顾客的要求和期望”将取代追求质量合格或服务达标而成为企业所追求的最高目标。把握趋势才能把握成功，从而把握未来。在这个竞争非常激烈的时代，只有把握住这种趋势和方向，正确确立自己发展战略目标，才能在竞争中立于不败之地。三、如何激发顾客满意上面讲了，顾客满意是顾客接受了产品或服务及其信息的刺激所产生的一种心理状态，是一个心理学的概念。那么，我们如何激发顾客的这种满意情绪呢？“我们好好做，顾客就会满意”对吗？首先我们应关注一下影响顾客满意和不满意的因素有哪些：1、不满意因素