Study On The Strategy Of Improving Retail Customer Satisfaction In Shenzhen Pingshan Tobacco Company

The paper studies how Pingshan Shenzhen Tobacco Company can increase retail customers satisfaction and promote cigarette sales in the era of market reform.In order to grasp customers' needs and expectations,the company should evaluate and analyze the current customer satisfaction to find out the distance between current status and ideal satisfaction level,so as to improve the company's operation strategy to achieve the goal of customer satisfaction.The customer value-added theory and customer satisfaction theory are applied in this paper to measure the total satisfaction score of company's retail customers through questionnaire.The paper analyzes the dissatisfaction of retail customers in detail and proposes the corresponding solutions.Through analysis and processing of customer data by application of EXCEL,SPSS and other software,the main problems that lead to the customer dissatisfaction are concluded as follows: rigid cigarette supply structure,low service quality of delivery-person,ill service attitude of customer manager,single settlement method of cigarette order.Then,the corresponding solutions and strategies are proposed: 1)to arrange the goods according to the order and meet the order demand from retail customers for raising the interests of customers and improving customer satisfaction as the order reflects the real demand of the market.2)to strengthen logistics distribution management,provide training for tobacco distribution staff.Only qualified personnel in the training can take the job.3)As customer managers are the employees who directly deal with the retail customers,they should improve their service level and business capabilities,maintain the good cooperative relationship with their customers,and thus improve customer satisfaction.4)Currently,the order settlement methods for customers are just automatic online debit,cash,and credit card payment.The payment method is single and complicated.Therefore,the more convenient and efficient payment methods such as Alipay,WeChat,credit card can be used so as to improve the satisfaction of retail customers.Through the research on retail customer satisfaction,we can improve the current status of company's customer satisfaction,promote the cigarette sales,increase profits,and further enhance the company's core competitiveness.