Study On The Effect Of Service Standardization For Customer Satisfaction Based On The Retail Enterprises

Under the background of economic globalization, China’s retail enterprises grow and develop gradually, while also facing constant impact of foreign retail enterprises, the competition among retailers increasingly fierce. The customer is the enterprise’s life, who can get the satisfaction of customers who will be able to survive in the fierce competition. Therefore, how to improve the retail enterprises’ customer satisfaction is the major problem need urgently to be solved of the retail enterprises in our country. However, the current retail enterprises’ goods gradually homogeneity, customers put forward more requirements for services retail enterprises provided.This study based on a large number of references, with retail enterprises as the research object, to explore the effect of Service Standardization for Customer Satisfaction. This paper analyzes the current situation of China’s retail enterprises are facing, from the perspective of service standardization looking for ways to improve customer satisfaction. Study on standardization of service will be subdivided into safety standard, health standard, environmental standard, service personnel standard, service facilities standard, and goods display standard, waits of payment standard, service recovery standard, convenience standard and goods quality standard ten standards. Through to quantify the segmentation standards, using quantitative research methods to explore the effect of Service Standardization for Customer Satisfaction and the mechanism of action.The study mainly adopts the research method of structure equation. First of all, through the arrangement and pre-test the questionnaire to verify its validity; Secondly, through the network and the reality two ways to obtain 319 valid questionnaires, by SPSS17.0 for data reliability and validity analysis, effectiveness and consistency checking of data, through descriptive statistics analysis shows that the choice of sample; Thirdly, using AMOS17.0 to construct the structure equation model, through confirmatory factor analysis to test the fitting degree of the model, and through the analysis results to modification the structural equation model; Finally, the results of structural equation model analysis are discussed and summarized, and put forward the follow-up studies to be done.After verified by structural equation model analysis, the ten standards of service standardization is positive to the path coefficient of customer satisfaction, which shows the influence of service standards for customer satisfaction has a positive relationship, shows that retail enterprise service standardization is helpful to improve customer satisfaction. Therefore, the retail enterprises can actively in accordance with the relevant standards to improve its standard service level, so as to improve the enterprise customer satisfaction, and then get success in the fierce competition.