The customer satisfaction coefficient is indicative of how strongly the design may influence satisfaction or, in the case of its nonfulfillment, 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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