The customer satisfaction coefficient is indicative of how strongly the design may influence satisfaction or, in the case of its non-fulfillment, customer dissatisfaction. To calculate the average impact on satisfaction it is necessary to add the attractive and one-dimensional columns and divide by the total number of attractive, one-dimensional, must-be and indifferent responses. For the calculation of the average impact on dissatisfaction, add the must-be and one-dimensional columns and divide by the same normalizing factor [4].
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