Research On Customer Satisfaction Promotion Strategy Of Pangdonglai Trading Group

With China’s booming economy,the development of the retail industry has entered the fast lane.However,due to the intense competition in the industry,especially the booming development of e-commerce and the the impact brought by the epidemic period,the development of traditional retail enterprises in the retail industry is facing great pressure.Therefore,it has become the top priority for traditional retail enterprises to improve customer satisfaction and retain customers to the greatest extent.Pang Dong Lai is known as "the undersea fishery of the retail industry" and "Chinese conscientious enterprise" for its high quality services,and the study of its customer satisfaction reflects certain theoretical and practical significance.This study firstly collects data through field interviews,analyzes the current situation of the operation of Pang Dong Lai Trade Group,and analyzes the potential factors that may affect Pangdonglai’s customer satisfaction based on the 7Ps theory of service marketing;secondly,takes the European Customer Satisfaction Index(ECSI)model as the theoretical basis,and determines the evaluation indexes by combining the field interviews with the actual situation of Pang Dong Lai.The final evaluation system is based on corporate image,product perception,service quality,shopping environment,perceived value,convenience of consumption,and customer satisfaction to construct the Pang Dong Lai customer satisfaction index evaluation system;followed by an online questionnaire survey of customers of different age groups,occupation,income,shopping frequency and different shopping experiences in Pang Dong Lai,using statistical software to analyze the valid questionnaire data collected to explore the degree of influence of different index factors on customer satisfaction;finally.Finally,based on the degree of influence of each factor on customer satisfaction,targeted improvement strategies were proposed.The study shows that the five factors of service quality,perceived value,corporate image,shopping environment and product perception have different degrees of influence on the customer satisfaction of Pang Dong Lai,and the degree of influence decreases in order.Therefore,we should focus on the above five influencing factors and take into account the potential factors that overlap with the data analysis results.firstly,to improve the quality of service,improve the perceived value of shopping and establish a unique corporate image as the main measures to improve customer satisfaction,to fully meet customer requirements and expectations;secondly,to improve the shopping environment,enrich the sales channels and optimize the shopping process as secondary measures to enrich the shopping experience.In order to improve the customer satisfaction of Pang Dong Lai,further increase the market share of Pang Dong Lai,so that it can maintain a sustainable competitive advantage in the complex and changing competitive environment.