Generally speaking, customer satisfaction is a direct comprehensive evaluation of customers' products and services provided by enterprises and employees, and is a recognition of customers to enterprises, products, services and employees. Customers evaluate their products and services according to their value judgments. Therefore, PhilipKotler believes that "satisfaction is a level of people's feeling state, which comes from a comparison of the performance or output conceived by a product with people's expectations".

From an enterprise perspective, the goal of customer service is not only to satisfy customers, but also to satisfy customers. It is only the first step in marketing management. William Taylor, President of the US chemical holding company, said: "our interest is not only to make customers feel satisfied, but also to excavate valuable things that our customers believe will enhance our relationship".

Establishing long-term business and customers Partnership In the process, enterprises provide customers with more than their expectations of "customer value", so that customers can get satisfaction in every purchase process and after purchase experience. Every satisfaction will enhance customer's trust in the enterprise, so that the company can gain long-term profits and development.

For our enterprises, if they are satisfied with the products and services of the enterprises, customers will spread their consumer feelings through word of mouth to other customers, expand the visibility of products, enhance the image of enterprises, and continuously infuse new impetus for the long-term development of enterprises. But the real problem is that enterprises often regard customer satisfaction as trust or even "customer loyalty".

In fact, customer Satisfaction is only the premise of customer trust. Customer trust is the result. Customer satisfaction is a positive evaluation of a product or a service, even if customers are satisfied with a certain company, they are satisfied only with their products and services. If a product or service is not perfect, he will not be satisfied with it. That is to say, it is a perceptual evaluation index.

Customer trust is what customers should do. Brand product As well as having the trust of the brand enterprise, they can rationally deal with the success and disadvantage of the brand enterprise. A survey by a famous company shows that 65% to 85% of the customers who claim to be satisfied or even satisfied with the products and enterprises will turn to other products. Only 30% to 40% of the customers will buy the same product or the same product again.