The Study Of Service Marketing In Retailing Business Based In Customer Value Perspective

With the rapid development of the world economy and technology, customer needs changed enormously. Most of service providers face increasingly fierce market competition. Especially for retail businesses, the overall development level and service marketing concept have been far from being able to meet the requirements of modern market economy, and the gap with internationally renowned enterprises is increasingly obvious. This requires that retail businesses should establish service marketing concepts focusing on customer value and can no longer indulge in self-centered. By understanding customer value orientation, improving customer perceived value and achieving customer satisfaction, finally we can win competitive advantage and long-term profits.By researching on the service marketing and the related theory of customer value, and combined with the characteristics of the retail industry, this study expounded that customer value is the foundation of service marketing, and detailedly analyzed how the retail marketing services strategy impact on customer value through customers value-driven factors. On this basis, the study further raised the question of how to build service marketing based on customer value for retail business.At the beginning, it is necessary to change the marketing concepts of retail enterprise to enhance customer value for the purpose of retail marketing services, increase customer perceived profits, reduce customer perceived benefit loss.Secondly, proposed new specific measures to the retail marketing services. 1, we must fully understand the value of customer expectations;2, understand the degree of customer satisfaction to the existing service marketing strategy;3, By analyzing customer expectations and the inadequate of reality, improve service marketing measures and enhance customer value.This study carried out empirical study as to the viewpoint proposed in the paper. Two types of questionnaires were issued, and a total of over 400 copies were recalled. Using SPSS to collate and analyze the data from recovery questionnaires, concluded the different impact to customer value among several marketing strategy services. And through analyzing the matrix of customer satisfaction performance, the study found the existing inadequate parts of service marketing for retail business, and proposed the retail business should constantly improve and develop service marketing in the aspect of customer value.