GB/T 19038-2009 Customer Satisfaction Evaluation Model and Method Guide GB/T19038-2009 Standard Download Decompression Password: www.bzxz.net
This standard specifies the method of implementing customer satisfaction evaluation using structural equation model, including establishing evaluation model, designing sampling plan, selecting data collection method, designing questionnaire, collecting, counting and analyzing data, etc. This standard is applicable to external customer satisfaction evaluation implemented by organizations using structural equation model method. Organizations can also refer to this standard to implement customer satisfaction evaluation using other model methods.
Appendix A, Appendix B, Appendix C and Appendix D of this standard are informative appendices.
This standard is proposed and managed by the National Technical Committee for Quality Management and Quality Assurance Standardization (SAC/TC151).
Drafting units of this standard: China National Institute of Standardization, China Quality Association, Haier Group, Dachangjiang Group Co., Ltd.
The main drafters of this standard are Kang Jian, Zheng Zhaohong, Zhang Rongjing, Xian Kuitong, Pei Fei, Wang Xiaosheng, Zhu Lien, Xie Juzhi, Zheng Kuijing, Feng Wei.

The clauses in the following documents become the clauses of this standard through reference in this standard. For all dated referenced documents, all subsequent amendments (excluding errata) or revisions are not applicable to this standard. However, the parties who reach an agreement based on this standard are encouraged to study whether the latest versions of these documents can be used. For all undated referenced documents, the latest versions are applicable to this standard.
GB/T19000-2008 Quality Management System Fundamentals and Vocabulary
GB/T3358.1-1993 Statistical Terminology Part I General Statistical Terminology

Foreword III
Introduction IV
1 Scope 1
2 Normative references 1 ||tt ||
3 Terms and definitions 1
4 Establishing a customer satisfaction evaluation model 2
4.1 Model structure 2
4.2 Mathematical form of the model 3
5 Designing a sampling plan 3
6 Selecting a data collection method 3 7
Designing a questionnaire 3
7.1 Questionnaire structure 3
7.2 Questionnaire verification and revision 4
8 Collecting, compiling and analyzing data 4
8.1 Collecting data4
8.2 Statistical data4
8.3 Analyzing data4
Appendix A (Informative Appendix) Example of model structure and mathematical form6
Appendix B (Informative Appendix) Optional sampling methods7
Appendix C (Informative Appendix) Reliability and validity test8
Appendix D (Informative Appendix) Example of customer satisfaction importance strategic matrix analysis9

ICS 03.120.10
National Standard of the People's Republic of China
GB/T19038—2009
Guidelines for model and methods of customer satisfaction measurement
Guidelines for model and methods of customer satisfaction measurement2009-09-30Issued
General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China
Standardization Administration of the People's Republic of China
Hepin Partner Network
2009-12-01Implemented
Normative references
3Terms and definitions
4Establishing a customer satisfaction measurement model
4.1Model structure
4.2Mathematical form of the model
5Design of sampling plan
6Selection of data collection method
7Design of questionnaire
7.1Questionnaire Structure
7.2 Questionnaire verification and revision
8 Collect, count and analyze data
8.1 Collect data
8.2 Statistical data
8.3 Analyze data
Appendix A (Informative Appendix)
Appendix B (Informative Appendix)
Appendix C (Informative Appendix)
Appendix D (Informative Appendix)
Example of model structure and mathematical form
Optional sampling methods
Reliability and validity test
Example of customer satisfaction importance strategic matrix analysis
GB/T 19038—2009
Appendices A, B, C and D of this standard are informative appendices. GB/T19038—2009
This standard is proposed and managed by the National Technical Committee for Quality Management and Quality Assurance (SAC/TC151). The drafting units of this standard are: China National Institute of Standardization, China Quality Association, Haier Group, Dachangjiang Group Co., Ltd. The main drafters of this standard are: Kang Jian, Zheng Zhaohong, Zhang Rongjing, Xian Kuitong, Pei Fei, Wang Xiaosheng, Zhu Lien, Xie Juzhi, Zheng Kuijing, Feng Wei. http://foodmate.net
GB/T19038-2009
Focusing on customers is one of the important principles of organizational quality management. Customer satisfaction evaluation provides an important method for organizations to correctly and effectively improve customer satisfaction.
There are many methods for customer satisfaction evaluation. Domestic and foreign studies have shown that the structural equation model method is an advanced evaluation method. This method can realize the evaluation of factors that cannot be directly measured, effectively reflect the degree of influence of each evaluation factor that the organization is concerned about on customer satisfaction, and can also be implemented with a small sample size, and ensure the reliability of the evaluation results. In view of the advantages of the structural equation model method, such as scientific and stable, and its wide application prospects, this standard is specially formulated. The standard specifies the steps and methods involved in the evaluation implementation process, such as the establishment of the evaluation model, the design of the sampling plan, the selection of the data collection method, the design of the questionnaire, the data collection, statistics and analysis, etc., and provides guidance for various organizations to carry out customer satisfaction evaluation in a standardized manner. V
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1 Scope
Guidelines for Customer Satisfaction Evaluation Models and Methods
GB/T19038—2009
This standard specifies the methods for implementing customer satisfaction evaluation using the structural equation model, including the establishment of the evaluation model, the design of the sampling plan, the selection of the data collection method, the design of the questionnaire, the collection of statistics and analysis of data, etc. This standard is applicable to external customer satisfaction evaluation implemented by organizations using the structural equation model method. Organizations can also refer to this standard to implement customer satisfaction evaluation using other model methods. 2 Normative references
The clauses in the following documents become the clauses of this standard through reference in this standard. For dated references, all subsequent amendments (excluding errata) or revisions are not applicable to this standard. However, parties to agreements based on this standard are encouraged to investigate whether the latest versions of these documents can be used. For undated references, the latest versions apply to this standard. GB/T19000-2008 Quality Management System Fundamentals and Vocabulary GB/T3358.1—1993 Statistical Terminology Part 1—General Statistical Terminology 3 Terms and Definitions
The terms and definitions established in GB/T19000—2008 and GB/T3358.1—1993 and the following terms and definitions apply to this standard. 3.1
Customer customer
Organization or individual that receives a product
Examples: consumer, principal, end user, retailer, beneficiary and purchaser. [GB/T19000-2008, definition 3.3.5] 3.2wwW.bzxz.Net
Customer satisfaction customersatisfaction The customer's feeling about the extent to which their requirements have been met Note: Definition 3.1.4 in GB/T19000-2008 is adopted, and the note in this definition is deleted. 3.3
structural equation model
Structural equation model
A multivariate statistical analysis technique based on the covariance matrix of variables to analyze the relationship between variables3.4
Structural equationstructural equation
The component of the structural equation model, used to describe the equation between the latent variables (3.6)3.5
Measurement equation
Measurement equation
The component of the structural equation model, used to describe the equation between the latent variables (3.6) and the observable variables (3.7)3.6
Latent variablelatentvariable
Variables that cannot be directly measured, such as intelligence, learning motivation, customer satisfaction, etc.h
GB/T19038—2009
Observable variableobservable variabie A variable that can be measured directly and can be used to indirectly measure a latent variable (3.6) 3.8
Sample sample
A group of (one or more) individuals (or sampling units) selected from a population according to a certain procedure [GB/T3358.1-1993, Definition 3.5]
Sample size sample size
The number of individuals (or sampling units) included in the sample [GB/T3358.1—1993, Definition 3.7] 3.10
Sampling sampling
Drawing a sample from a population
[GB/T3358.1—1993 Definition 3.6]
Sampling unit sampling init
For sampling, the population is divided into a finite number of parts consisting of individuals. Each part is called a sampling unit. Note 1: A sampling unit can contain one or more individuals. Note 2: Sampling units can be classified: the population consists of primary (sampling) units, each primary (sampling) unit consists of secondary sampling units, and so on. Note 3: Definition 5.2 in GB/T3358.1-1993 is adopted, and Note 3 in this definition is deleted. 3.12
estimation
The unknown components of the population distribution inferred from the sample, such as parameters [GB/T3358.1-1993, definition 3.39]
reliability
The consistency and stability of the measurement results obtained when multiple measurements are made under certain conditions 3.14
Validity
The degree to which a measurement tool or means can correctly measure the true situation of the measured object 3.15
confidence level
[T, T is a two-sided or one-sided confidence interval of 0, 1-α is a constant between 0 and 1, if for all 0, P(T≤≤T)≥1-a, then 1-α is called the confidence level of the confidence interval. Note 1: When P(T≤
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