Research On The Influence Of The Characteristics Of Shopping Guides In The Coatings Industry On The Quality Of Customer Relations

Relationship marketing is a hot topic in industry and academia for a long time.In order to improve customer satisfaction and maintain the relationship with customers for a long time,we must improve the quality of the relationship between them from many aspects.In the past,the theories and empirical researches on relationship quality are in the research of organizational market,while the researches on consumer market are less;there are more researches on the factors affecting relationship quality,but there are few researches on how to influence relationship quality by the shopping guides at the core of customer relationship marketing;in addition,so far,there is no research on relationship quality based on the characteristics of shopping guides in architectural coatings industry Research.Because of the above reasons,this paper will focus on the construction coating industry,from the perspective of the characteristics of shopping guides,to understand the relationship between customer relationship quality.After literature reading and in-depth interviews,the research framework idea and model were put forward,and then a questionnaire survey was conducted with customers who have recently purchased architectural coatings as the research object.Data statistical analysis was conducted with SPSS software for 295 valid questionnaires recovered.The empirical analysis basically verified the research idea,and the main conclusions are as follows:(1)The characteristics that customers can perceive are composed of six dimensions: professionalism,customization,hospitality,empathy,quick response and effective communication.(2)The customization ability,empathy,quick response and effective communication of lead buyer traits have significant positive effects on the satisfaction of relationship quality,while other lead buyer traits have no significant positive effects on the satisfaction of relationship quality;(3)The empathy,professionalism and hospitality of shopping guides have a significant positive impact on the trust of relationship quality.(4)The specialty,customization ability and empathy of lead buyer have a significant positive impact on relationship quality commitment.(5)Customer types can be divided into two types: owner consumers and oil industry members,and both of them can play a regulatory role in the relationship between the characteristics of shopping guides and relationship quality.On the basis of empirical analysis,this paper summarizes the suggestions for enterprise management practice as follows:(1)First of all,strengthen the sense that the shopping guide can consider problems from the perspective of customers(empathy);(2)Provide continuous training and guidance on product knowledge and the ability to customize solutions for customers,so that the guide can solve the professional problems of customers(professional and customized ability);(3)Develop in store sales process,focus on improving(fast response and effective communication)in feedback of customers’ needs and ability to listen to customers and give effective feedback;(4)Finally,in the face of different types of customers,different requirements and sales processes are put forward for the shopping guide.When facing the owner consumers,more attention is paid to the consideration of customers and the customization of solutions(empathy and customization ability)suitable for them.In the face of the owner’s oil hours,we also need to stand in the customer’s point of view and give them product and service support more quickly(empathy and rapid response).