Customer Relationship Management based on Increasing Customer Satisfaction

Customer satisfaction describes the interaction between corporate behavior and customer behavior, its theoretical research began in the 1990s, after 10 years of research, and the theory has been greatly developed. At the same time, because of the development of CRM theory, research about customer satisfaction has also obtained more and more attention. In this paper, we firstly emphasis the main factors affecting customer satisfaction ---analysis of customer expectations. Managing customer expectations begins to discuss ideas from the theory. Consider how to evaluate customer satisfaction scientifically, take corresponding measures on this basis, to enhance customer relationship management. In customer perception, analysis of customer satisfaction should have the basic elements. According to the American Customer Satisfaction Index model, using correlation analysis, evaluation index system was constructed. The evaluation index system to improve customer satisfaction has some theoretical and practical value.