A MEASUREMENT OF CUSTOMER SATISFACTION IN ECOLOGICAL MARKETING

This paper proposes a measurement of customer satisfaction in ecological marketing. Depending on different conditions of ecologic product attributes, the author formalize customers’ satisfaction by three mathematic models based on excitement attributes, performance attributes and threshold attributes respectively. The 396 empirical data which includes the measurement of the product quality and customers’ overall satisfaction is used to estimate the parameters of the proposed model and model calibration. The results of model calibration are closed to other comparison model. It means the proposed model has similar good fitness of real data with previous model but demonstrates much advantage of easier applied and less parameters needed to estimate. To use this proposed model, the managers can not only consider the environmental sustainability and environmental protection but also care about customers need and want when product designing.