Service System Design Of Nanyang M Furniture Store

Competition within China's furniture industry is becoming increasingly fierce. Competitiveness of certain furniture stores due to simple price differentiations and quality of the product has developed a strong base going forward but other considerations need analysis. The development of the furniture industry into a mature entity with a focus on end consumers is providing for a unique situation now. Consumers are increasing the size of their livable space, requiring more furniture to fill it. In this situation, furniture stores must become adaptable to the individual needs and desires of the customer by designing new service methods. Synergy between the service and the wants of the consumer will provide future opportunities and sustained growth.The Henan Provincial city of Nanyang is the testing point for the research of this thesis. Analysis of the local furniture retail store, M Store, was the basis of my research. According to extensive on-site investigations, I focused on two elements in the service system:the tenants and consumers. Three aspects of this relationship:pre-sale service, intermediate-sales service, and after-sales service, are the primary focus of the research. I then combined existing service models from Europe to redesign the service system for the M Store.This thesis closely connects service design theory with the furniture retail industry's current situation. To evaluate how successful Nanyang furniture stores are currently operating, I published satisfaction surveys for tenants, sales representatives, and consumers to analyze the deficiencies of the current system. After proper analysis, the results will serve as a basis for how to implement a set of practical and effective methods to improve the service model.During the early stages of the thesis, the use of fact-based background research was conducted in the particular service system in this testing point.The limitations of Nanyang's local consumer market are akin to many areas in the region. The research conducted, with these limitations in mind, may also apply to many furniture retail stores'service systems in third and fourth tier cities.Consumer demand is increasing at many levels within China. Changes are necessary and applying updated service methods reach individuals on a personal level. This thesis provides a starting point that when implemented based on conditions of the particular retail store, fulfills consumer satisfaction to a degree that the furniture retail sector will experience rapid and sustainable growth.