Customer Satisfaction Research Based On The Retail Business

With increasing globalization and under knowledge economy background, because the overseas retail sales giants emerge China in abundance, our country Retail enterprises are facing the stern challenge."take the customer as the focus of attention"is an inevitable choice. Therefore, how to enhance the customer satisfaction degree and furthermore to enhance the customer loyalty, are extremely concerned about China's retail enterprises . Under this situation, the establishment of evaluation index system of the Retail business customer satisfaction degree is especially important, moreover the Retail business may also draw up the corresponding measures according to the evaluation result and achieve the operation objectives of them.In this paper, based on the retail business , what studies is the evaluation of customer satisfaction degree as well as the customer satisfactory safeguard mechanism of the Retail business. The full text uses qualitative and quantitative methods, which both has the theoretical analysis, and has the actual reckoning data to confirm.First of all, on the foundation of purchases behavior and consumer psychology theories, combining the realistic characteristics of China's retail business , this article embarks from relations of the customer and Retail business, and has carried on the analysis to the current universal essential factors that influence Retail business customer's satisfactory. Simultaneously it has expounded that the Retail business developing the customer satisfaction strategy is imperative.What is more, in the processes of the construction of satisfaction degree index system and the evaluation of satisfaction degree, this article inducted the commonly used structural equation model in the index system of customer satisfaction degree. Through profiting from the successful experience of the domestic and foreign research, on the basis of summarizing good and bad points of the existing customer satifaction models, the article has improved the model and established the new index system of customer degree satisfaction, which is suitable for the evaluation of current Retail business customer satisfaction degree. Then the paper applies the established index system in the practice, and elaborates the model reliability with the result of real diagnosis. the evaluation of customer satisfaction degree uses the weighted mean method, and takes factorial analysis and the cluster analysis of the statistical analysis as the auxiliary card, which has expounded each kind of factor influencing the customer satisfaction degree in the example .Finally in accordance with the real diagnosis conclusions, this article advocate to apply the core concept of relationship marketing in the practice, propose the associated measures that can help the Retail business develop the, and expound the questions which should be paid attention during the implementation of the customer customer satisfaction strategy .