| Because of the overall decline in the air-conditioning market and the intensified price war,the competition among air-conditioning enterprises reflects the competition of comprehensive strength.The continuous competition for customer resources and how to improve customer satisfaction become the top priority.Based on this,GREE Air Conditioning needs to regularly evaluate and analyze customer satisfaction,understand customers’ perception of product quality,service quality and its value,in order to accurately understand the causes of customer satisfaction or dissatisfaction,help GREE Air Conditioning improve products and services systematically and pertinently,and ultimately win customer loyalty and gain competitive advantage.This paper focuses on the customer satisfaction survey and promotion strategy of GREE air conditioner.Firstly,through literature collection and questionnaire,it analyzes the current situation of customer satisfaction of GREE air conditioner.The survey shows that the overall customer satisfaction of GREE air conditioner is high,but there are still 10%-20% of customers dissatisfied with GREE air conditioner.Then,the influencing factors of customer satisfaction are subdivided and the evaluation model of customer satisfaction is established by using fuzzy comprehensive evaluation method.The model analysis results show that: customer complaint > customer loyalty > customer perceived quality > customer expectation,but the latter two(customer perceived quality,customer expectation)are not unimportant,they are the basis of the former two(customer complaint,customer loyalty);finally,based on the analysis results,it is proposed to improve customer satisfaction of GREE air conditioning.The countermeasures include product implementation strategy,optimization of customer information base,customer classification and management,and establishment of customer satisfaction service quality management system.In order to improve the customer satisfaction of GREE air conditioner,several solutions have been found.By continuously improving the customer satisfaction,we can increase the customer loyalty to the brand,lock in the market share,save the cost of attracting new customers,and enhance the competitiveness of the enterprise. |
