A Study On The Service System Optimization Strategy Of Home Furnishing Of Red Star Macalline Based On Customer Survey

With the rapid growth of Chinese economic and real estate industry in recent years, China home furnishing industry got rapid development in a short span of ten years. Up to now, in the terminal mode of the China home furnishing retail market, the large chain stores outshine the others, increase into large scales, and lead the retail market of home furnishing industry. But with the changes of market distribution and rapid expansions of the chain stores, and also the rise of home furnishing E-commerce, the competition of home furnishing chain stores evolved from single, serious homogenization to multi-dimension and complex. The channel extension of customer options weaken the customer viscosity and customer loyalty. Therefore, the service has become the leading. The service experience and measures centered on customers and the differentiation have become the research focus in home furnishing chain company. In this situation, it is key to set up a customer-oriented system and to elevate the customer satisfaction to enhance the competitiveness.Macalline Home Furnishing CO., LTD (abbr. Macalline) is the leading enterprise in home furnishing chain stores. This paper takes Macalline as research object, researches on customer satisfaction, find the problems existing in the reality, and in turn put forward the optimization strategy of Macalline service system and monitoring mechanism that ensure the implementation of service measures. It would have practical significance in the comprehensive improvement of Macalline’s comprehensive competitiveness and service management, and on the other hand, it would have referential significance for the other chain stores and even the whole industry,In view of this, this paper, which is based on the study of evaluation system of service quality, service system design and the other related theories, and also based on the analysis of home furnishing industry development at home and abroad and the current situation of service management, finds that to solve the customer viscosity needs to improve the customer satisfaction, and customer satisfaction depends on whether the service provided by enterprises could meet or exceed customer expectations. So this paper based on model’SERVQUAL’, combined with service characteristics of home furnishing industry, adding two indicators ’economy and overall feeling’, completed the design of questionnaire of the evaluation of Macalline service quality, and proceeded the questionnaire survey.The important lesson learned from the research results of Macalline customers was that to enhance customer satisfaction needs to take customers as the center and understand customer needs. Macalline needs to establish the concept of overall service and tease out and perfect the design of service system, and needs to enhance the decision flexibility and supervision of each store in the process of implement of service measures. Hope that through this study, we could take the strategy of optimization service system into practice, enhance the Macalline service management level, increase customer viscosity, and get good reputation of the customer service.