Customer Satisfaction Research Of XD Shopping Center

As the result of the impact of global financial crisis and the inflation in China, theinternational retail giant enterprises began to encroach on the retail market share afterentering China, thus giving rise to the fierce competition in the Chinese market. Totackle such situation and ensure the sustainable development of enterprises, it isdemanding for XD Shopping Mall to adjust its management concept, integrate customerresources with the important resource management of enterprises and strengthen itsmanagement and efficient utilization of customer resources. To this end, XD Companyshall allocate the deficiency in operation and management through the objective,systematic and professional assessment of the customer satisfaction at the shoppingcenter and improve the customer satisfaction by adjusting the customer servicemeasures and strategies so as to enhance its market competitiveness.Starting with the study on the theory of customer satisfaction, this paperdetermines the customer satisfaction model and establishes the relevant indicator systemof retail industry customer satisfaction on the basis of the analysis of the currentoperation status of XD Shopping Mall and adopts the subjective weighting method toweight and assign the relevant indicators. Then, according to the actual conditions andthe need for future development in the customer service work, this paper qualifies therelevant indicators on the basis of the preliminary investigation and designs thequestionnaire of customer satisfaction. Meanwhile, based on the statistical analysis ofthe5000questionnaires, it properly grasps the truth of the customer satisfaction in thiscenter and finds out the underlying causes for the problems existing in the customerrelationship management in XD Shopping Mall. At last, given the aforesaid issues, thispaper adopts the causal and comparative analysis approach to put forward feasible andspecific measures of improving the customer satisfaction, thus effectively applying thestate-of-art customer relationship management thoughts and operation concepts to theoperational practice of enterprises and providing beneficial exploration for theenhancement of the market competitiveness of the shopping centers.