Research On Customer Satisfaction Evaluation And Improvement Strategy Of Y Furniture Company Under The Background Of Service-oriented Transformation

In recent years,competition in various industries has been intensifying.How to improve customer satisfaction and effectively expand market share is gradually attracting widespread attention from domestic and foreign enterprises.Faced with the problem of shrinking profit space,traditional furniture manufacturing enterprises are gradually carrying out service transformation.While extending services to both ends of the value chain,they are constantly improving service quality to improve customer satisfaction.Therefore,exploring the influencing factors of improving customer satisfaction in the context of service-oriented transformation has important research value for improving customer loyalty and expanding market share.First of all,this paper systematically combs and analyzes the relevant literature of manufacturing enterprise service and customer satisfaction.Combined with the characteristics of Y Furniture Company,the structural equation model is used to build an initial evaluation model of customer satisfaction,which includes seven potential variables,including corporate image,customer expectation,transformation ability,perceived quality,perceived value,customer satisfaction and customer loyalty,and the impact path of each potential variable is assumed.Using the questionnaire and the three-stage coding technology in the grounded theory,the evaluation indicators were continuously improved,and finally an evaluation indicator system containing 46 observation variables was obtained.Secondly,we collect data through questionnaire design and distribution,use SPSS software to analyze the reliability,validity and factor of customer satisfaction questionnaire data,use AMOS software to test the goodness of fit of the structural equation model,and test the path relationship between potential variables in the structural equation model.After removing the original assumptions that have not been passed,the modified model is applicable to the customer satisfaction evaluation research of Y Furniture Company after verification.Because serviceoriented manufacturing enterprises have the characteristics of "product+service",the research on "perceived quality" in this paper is no longer limited to a single product perspective.This variable is subdivided into five dimensions based on the real data of Y Furniture Company and customers,and the corresponding dimensions are analyzed by IPA(Import-Performance Analysis).Finally,the overall customer satisfaction index of Y Furniture Company is 74.42.Based on the analysis of experimental data and the actual situation of Y Furniture Company,this paper provides suggestions on how to improve customer satisfaction in the context of service-oriented transformation from the perspective of products and services.By establishing the customer satisfaction evaluation model and evaluation index system of Y Furniture Company,we can help Y Furniture Company explore the key factors affecting customer satisfaction in the context of service-oriented transformation,and then rationally allocate enterprise resources,establish enterprise transformation advantages,and improve the competitiveness of Y Furniture Company in the industry.