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 modem market economy, and the gap with 3aternationally 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. In this foundation, has further analyzed the retail trade service marketing present situation and the question.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 act 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 retail business should constantly improve and develop service marketing in the aspect of customer value.According to the real diagnosis analysis result, we knew that, our country very many retail sales enterprise in also has the very big disparity based on the customer value service marketing aspect, except must use the customer value guidance the idea to replace traditional, outside the lag idea, the enterprise also needs the customer value guidance to take one kind of culture in the entire enterprise interior dissemination, each staffs which causes the entire company all can achieve take the customer as a center, take the market as the center, and instructs in the practice by this each kind of motion. Finally proposes based on the customer value service marketing combination strategy. Hoped to accepts the customer value guidance the retail sales enterprise's service marketing development to have the help.