Research On Customer Satisfaction Enhancement Strategy Of ZA Customer Service Center

The consumer shopping habits have been changed by emergence of e-commerce,and more consumers began to shop on the Internet.Therefore,in order to improve the market share percentage,all e-commerce enterprises are also racking their brains in customer services,in addition to working hard on technology,products and logistics.ZA customer service center,a key service department of ZA e-commerce enterprise,always acts as a window open to convey the image of e-commerce enterprises to customers.The customer group of the e-commerce platform includes that of the ZA customer service center.Therefore,if the ZA customer service center wants to improve its customer satisfaction,improving the customer satisfaction of the incoming customer is the unique way.With the development of science and technology,the service requirements of online shopping are becoming higher and higher,and a coarse indicator system has not been a good measure of customer satisfaction with service,to say nothing of ZA customer service center with incomplete indicator system.Based on the existing customer satisfaction theory,the strategy to improve customer satisfaction in ZA customer service center has been found by carrying out quantitative analysis,qualitative analysis and scheme design after interviewing ZA customer service center and browsing a large amount of references and materials.In the first step,we introduced the related theories of customer satisfaction,and “American Customer Satisfaction Index(ASCI)” model has been chosen after comparing it with “Expectation-Disconfirmation”,“KANO Model”,and “Service Quality Model(5GAP)”.Secondly,more complete customer satisfaction index system of ZA customer service center has been achieved,by combining the initial customer satisfaction indexes obtained from the first enterprise interview and those published in the references.The weight of the new index system can be determined by Delphi method,and then customer survey has been performed by applying the ASCI model.Availability of the survey is confirmed by validity and reliability tests.Thirdly,the second enterprise interview has been done based on the customer survey results,and the feedback has been deeply analyzed by using fish bone diagram analysis method.Finally,the main factors which influence the customer satisfaction with the ZA customer service center have been found.Based on these findings,improvement plan of customer satisfaction with the ZA customer service center under the guidance of SIPOC model,and then improvement approach was proposed against each performable plan.We found 38 issues with negative effects on customer satisfaction in ZA customer service center according to customer survey in this paper,and the improvement approaches were proposed to all of these issues.The research in this paper constructs a scientific customer satisfaction evaluation index system for ZA customer service center,and finds the main factors influencing the customer satisfaction with the ZA customer service center.We also propose the improvement plan and corresponding implementation methods.The above research outputs provide a valuable reference for the management decision of the company.