Study On The Relationship Quality Evaluation System Of Chongqing Tobacco Commercial Enterprise And Cigarette Retail Customer

From the 1990 s,relationship marketing is always a hot topic in industrial and academic circles,relationship quality is one of the most important concepts in the theory of relationship marketing,it can measure relationship quality between the enterprise and the customer,and an important benchmark evaluation of service level of company.The cigarette retail customer is the core link in the cigarette circulation market chain,and is also the nerve end of collecting consumer information.Only through the cigarette retail customers can the value of tobacco products be realized.For Chongqing tobacco business enterprises,improving the quality of relationship with cigarette retail customers is the cornerstone of their long-term development;For cigarette retail customers,improving the quality of relationship helps to get high-quality core services and more extra services.However,with the continuous change of the market environment,the tobacco industry is entering a new period of fierce competition and rapid development.This poses a severe challenge to the good and fast development of Chongqing tobacco business enterprises,how to maintain and develop long-term cooperative relations with cigarette retail customers,and enhance the quality of the relationship between each other,become a serious issue placed in front of the Chongqing tobacco business enterprises.This paper first combs the definition of relationship quality,research dimension and influencing factors from the perspective of B2 B and B2 C,and The two commonly used methods of the current relationship quality evaluation: the index method and the value method are summarized and compared,which provide theoretical guidance for the relationship quality evaluation of the tobacco commercial enterprises in Chongqing and the cigarette retail customers in the rear.Then,it introduces the current situation,existing problems and shortcomings of cigarette retail customer relationship management in Chongqing tobacco business enterprises,laying a solid foundation for the design of relationship quality evaluation system.Then,based on the theory of zero supply relationship and the mainstream of interpersonal relationship,the relationship quality evaluation system of Chongqing tobacco commercial enterprises and cigarette retail customers is constructed,and make an exposition of the elements of the evaluationindex,using triangular fuzzy analytic hierarchy process and entropy method to assign weights to combination.At the same time,from the two-way perspective of Chongqing tobacco commercial enterprises and cigarette retail customers,the actual measurement and correction of the weights are carried out.On this basis,the questionnaire survey and data analysis of cigarette retail customers in Chongqing are carried out in the field,applying effective data to the relationship quality evaluation system.Based on the score and final weight of evaluation index,a two dimensional matrix model of relationship quality evaluation system is constructed.The research shows that the relationship investment is the key to improve the Chongqing tobacco business enterprise,the commitment,the relationship intensity,the relationship persistence,the relationship interest and the trust are the indicators that need general improvement.Aiming at these problems,this paper puts forward managerial inspiration from the two-way perspective of Chongqing tobacco business enterprises and cigarette retail customers.