Proposal of a Method to Calculate an Indicator for Measuring the Customer Satisfaction Level

Measuring customer satisfaction is a key aspect of any manufacturing or service company. On one hand, it is a performance indicator that allows the company to position itself in relation to its competitors. On the other hand, it allows the identification of gaps and shortcomings in the company's strategic plan. In fact, companies use the customer satisfaction score method to evaluate their performance. This method introduces several lacunas such as vagueness and the uncertainty of the input variables that lead to ambiguities in the calculation of the overall satisfaction level. There is also the absence of the uniformity and the continuity in the distribution of the customers' satisfaction levels. To overcome these lacunas, we propose in this paper, an evaluation customer satisfaction method based on fuzzy logic. In addition, to take into account the effect of the company's strategy on the overall satisfaction level, we use two methods of decision-making support: the method of converting verbal judgments into numerical values ​​and pair comparison of decision criteria method. Finally, a case study in a service establishment was made to experiment the proposed method