关键词: 顾客满意度测度, 观点演化模型, 异质顾客群体, 负向偏见

Abstract: 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.

Key words: customer satisfaction measurement, opinion evolution model, heterogeneous customers, negativity bias