Improvement of the consumers’ satisfaction research technology in the digital environment

The article is devoted to the problem of satisfaction estimate, based on the technology of content-analysis of the consumer feedback in the digital environment. Consumers are becoming an increasingly powerful competitive force. They generate content by themselves. The feedback is an important source of information about consumers’ opinion. The consumers’ impact in the digital environment is manifest, primarily, in the consumption expectation forming. The authors propose a methodic of the satisfaction evaluation research, which is based on the systematic analysis and synthesis of individual methods and theories of consumer behavior, competitive analysis, and marketing research. Evaluation of customer satisfaction involves considering the object as a set of attributes for each of which is determined by the assessment of the embodiment, the assessment of importance, and then - the assessment of private utility. The final value of satisfaction is defined as the sum of benefits.