A Cumulative Satisfaction Measure Model Based on Dynamic Customer Expectation

Customer cumulative satisfaction is crucial indicator of performance in the industries of continuously provided service, and the dynamic nature of expectation is especially important in this kind of satisfaction. In this paper, we establish a cumulative satisfaction measure model (CSM) based on dynamic customer expectation, which is considered as function of "adaptation" and "social comparison". We also discuss the application of CSM through optimizing the distribution of promoting resource. The results indicate that the project, which accords with incremental and pulsed distribution, can maximize customer cumulative satisfaction in a given period. The consistency between optimal project and the theory of behavior economics confirms the validity of CSM.