Study On The Evaluation Of Customer Satisfaction Of ZHENGTAI Department Store In Baoding

Nowadays,the strategy of customer satisfaction has become the focus of theory and more and more attention of enterprises.And department store is the pursuit of customer satisfaction as the pursuit of enterprise survival and development of the fundamental,practice has proved that who meet the customer needs,who won the market.Based on customer satisfaction model on the analysis of various,combined with the actual characteristics of the department stores in China and ZHENGTAI mall,targeted to build ZHENGTAI mall customer satisfaction model and the index system.Secondly,through the questionnaire survey,to obtain a large number of basic data,and analyzed by SPSS 19.0 software to verify the data model;finally,enhance the ZHENGTAI customer satisfaction service marketing strategy,hope to provide useful guidance for the development of the County Department store.The main results and conclusions are as follows:(1)based on ACSI,combined with the actual situation of the ZHENGTAI store,ZHENGTAI builds an evaluation index system of customer satisfaction,is divided into 7 level two indexes and 23 level three indexes,construct the ZHENGTAI customer satisfaction model based on index weight calculation,and the operation methods were explained.(2)the design of the ZHENGTAI customer satisfaction questionnaire,questionnaire design basis is to construct the satisfaction evaluation index system is divided into 8 aspects,22 topics,the validity and reliability of the questionnaire are very ideal.(3)using fuzzy comprehensive evaluation method of the ZHENGTAI store customer satisfaction of the customer satisfaction measure,ZHENGTAI found five a total of 3.30,the overall satisfaction is not ideal,and the differences between different gender,age,education,family income and consumer satisfaction are analyzed.The interview results also show that the ZHENGTAI store in all aspects of factors affecting customer satisfaction are just passable.(4)in view of the situation of ZHENGTAI shopping malls,combined with the results of customer satisfaction evaluation,from five aspects of goods,price,promotion,environment,service,and puts forward the suggestions to improve the customer satisfaction of ZHENGTAI shopping mall.The research results of this paper can improve the customer satisfaction of ZHENGTAI shopping mall,and also can be used as a reference for other County mall customers' satisfaction promotion strategy in our country.