Research On Customer Satisfaction Improvement Strategy Of JD Auto Beauty Enterprise

At present,there are more than 300 million motor vehicles in China,which has created a huge service demand for the automobile maintenance and beauty market.In 2022,the total annual sales of the automobile maintenance and beauty service industry in China has exceeded100 billion yuan.With the increasing number of automobile maintenance and beauty enterprises,the competitive pressure in the automobile maintenance and beauty industry is increasing,and the low-end service in the automobile maintenance and beauty industry in Region B is in excess,with fierce competition in the industry and low entry threshold.This study takes JD auto beauty enterprise as a case enterprise,studies and analyzes the current situation of serious customer loss,turnover decline,frequent after-sales problems and low customer satisfaction,and proposes the customer satisfaction improvement strategy for the enterprise.This study mainly adopts literature analysis,case study,in-depth interview,questionnaire and other methods for analysis.Since enterprise employees have the most frequent contact with customers and receive the most feedback from customers,semi-structured interviews with internal employees are used to understand the factors affecting customer satisfaction from the perspective of employees.After combing the interview materials,it is found that the factors affecting customer satisfaction from the perspective of employees include the factors of store layout,incomplete project,waiting time,interaction between customers and service staff,and final service effect.Based on the five dimensions of the service quality evaluation model,the questionnaire items are set.The analysis shows that the aspects of low customer satisfaction are that the enterprise has not done a good job in service commitment,service process notification,personalized service provision,and the low level of professional knowledge and technical operation of the staff.At the same time,it is found that different customer groups have different concerns for the service quality of enterprises.Enterprises should comprehensively improve the service quality and make different service improvements for different customer groups,so as to effectively improve customer satisfaction.Based on the results of employee interviews and questionnaires,this paper proposes customer satisfaction improvement strategies for the enterprise in terms of tangibility,reliability,responsiveness,assurance and empathy of service quality,and proposes relevant safeguard measures according to the actual situation of the enterprise.