Identifying the Critical Factors to Customer Satisfaction

The Kano Customer Satisfaction Model indicates that it is wise to put the resources and management activities on the key requirement of customers. Which are the key requirements of customers? This paper does some research and tries to tell us. The author uses Shapley value and attributable risk techniques to identify the key factors influencing customer satisfaction.Through a set of data and its identification process,this paper demonstrates the theoretical and practical advantages of Shapley value and attributable risk concepts in elaborating optimal marketing strategy identification process. The paper aims at providing a quantitative method for the enterprises to find out the key requirement of customers, pointing out the way for their key key managment, and advancing their Customer Satisfaction Index.