Research On Cigarette Retail Customer Satisfaction Evaluation And Promotion Strategy Of H Tobacco Company

In recent years,with the rapid development of China’s economy and the continuous expansion of enterprise productivity,all kinds of smoking cessation products and emerging substitutes are also emerging one after another.The key for tobacco enterprises to obtain sustainable competitive advantage is to constantly create customer satisfaction.Formulating and implementing the promotion strategy centered on customer satisfaction has become the focus of tobacco enterprises to strengthen their competitiveness.Firstly,this paper introduces the basic situation of H city company,the current situation of cigarette retail customers in H city and the current retail customer satisfaction evaluation of H city tobacco company.After analyzing the current retail customer satisfaction evaluation system,it is found that the current evaluation system has unreasonable index setting,sampling method and result calculation method.Next,based on the Chinese customer satisfaction evaluation model,the retail customer satisfaction evaluation system of H city is redesigned by using the methods of random stratified sampling and setting index weight.According to the new customer satisfaction evaluation method,a questionnaire was designed and a city wide cigarette retail customer satisfaction survey was carried out.Through the statistics of the customer satisfaction survey results,find out the items with low scores in the customer satisfaction survey,and use the quadrant diagram model to analyze the items that need to be improved first.Then,the key items that need to be improved are deeply analyzed,and the four internal reasons leading to the low overall customer satisfaction are summarized as "the comprehensive quality of employees is not high","the fairness of cigarette market needs to be improved","the delivery of goods source organization is unreasonable" and "the acceptance and feedback of retail customer complaints and suggestions is not timely".After clarifying the objectives and optimization ideas for the improvement of retail customer satisfaction in H City,the author makes a comprehensive analysis on the key reasons affecting retail customer satisfaction and the actual situation of the company,from "improving the supply organization policy","creating a fair competition market environment","improving the comprehensive quality level of employees","optimizing the handling methods of complaints and suggestions" This paper puts forward the specific strategies to improve the retail customer satisfaction of H tobacco company from the five aspects of "establishing and perfecting the supervision and incentive mechanism".