Abstract
This paper proposes a contribution on the application of fuzzy influence diagrams (FID) to the measurement of customer satisfaction. While structural equation modeling has been extensively used for this purpose and is still highly useful, FID outperforms it in solving the problems of nonlinearity, validity and causality. The paper describes algorithm of FID and takes emporiums customer satisfaction measurement as an example. This is the first time FID has been used for customer satisfaction measurement, and the results have been quite encouraging.
