Customer Satisfaction Research Of T Shopping Center

The shopping center is a mainstream offline retail business model that provides consumers with services such as shopping,entertainment,and social networking,and has a broad market base.In recent years,while the shopping mall industry in China has prospered and developed,it has also faced many problems.Enterprises in different industries in China have been involved in the commercial real estate industry.As a result,the number of shopping centers has increased significantly in recent years,and the increasingly saturated market and homogenization competition have become more and more obvious.The shopping center industry is in the downstream buyer market.The competition in the industry has evolved into a competition for customer resources.To retain high-quality customers,shopping centers must adopt optimization strategies to improve customer satisfaction.At the same time,customers with higher satisfaction still choose to stay in the shopping center to conduct business when the rent level is higher than the market,and carry out word-of-mouth publicity to attract more high-quality merchants to settle in,thereby increasing the rental income of the shopping center.Therefore,optimizing customer management strategies and improving customer satisfaction will help promote and protect the revenue of the shopping center.T Shopping Center is a newly opened shopping mall in Guangzhou Tianhe Business Circle,facing competition from many mature shopping centers around it.Since its opening,T Shopping Center has not achieved good business results,and the company needs to take measures to increase rental income.The main income of the shopping center industry comes from the rents collected by customers.However,with the prosperity of the online retail industry,the demand for merchants to enter the stores is reduced.At the same time,the competition of the surrounding shopping malls for customer resources is intensified.Facing a severe development environment.In today's oversupply market environment,improving customer satisfaction and gaining customer recognition is critical to the operation of the mall.However,the current T mall managers do not grasp the customer satisfaction situation,and there is no corresponding optimization strategy.Therefore,it is necessary to conduct customer satisfaction survey research and develop corresponding optimization strategies.This paper firstly combs the theory of customer relationship management,summarizes the domestic and foreign related research of shopping mall customer relationship management,takes Guangzhou T shopping center as the research object,based on customer satisfaction theory and ACSI model,through case analysis method and using questionnaire method to customers.According to the survey and analysis,T Shopping Center has some improvements in the combination of business forms,investment promotion,marketing activities and daily operations.These improvements need to directly affect customer satisfaction.The reasons for the customer relationship management defects are: the management's lack of awareness of customer relationship management,the defect of the special customer relationship management organization,the lack of perfect information management system,and the establishment of two-way communication channels with customers.Based on the analysis results,this paper proposes corresponding optimization schemes,including establishing and integrating specialized customer relationship management organizations,establishing and improving information management and communication systems,classifying and managing customers based on information analysis results,and developing formats for improvement.Part of the combination,investment and marketing work put forward specific optimization programs.Finally,the corresponding safeguard measures are proposed: T shopping center should standardize customer relationship management,clarify the main body of responsibility,and implement the monitoring mechanism of performance evaluation;pay attention to customer-centered service awareness and create corresponding corporate culture as a whole;Customer relationship management optimization provides funding guarantees.