A Study Of Large Customer Satisfaction In H Company’s Toy Retailing

China is the world’s second-largest toy market after the United States and has been growing in size in recent years.With the continuous development of the toy industry,Chinese domestic enterprises began to pay attention to the cultivation and promotion of brands.And by virtue of its own rapid development,Chinese domestic enterprises quickly occupied the toy market,seizing the share of many foreign enterprises in the Chinese market.H Company,as one of the top three toy enterprises in the world,has a strong fan base in China with its popular film and television works.However,H Company’s share in the domestic toy market decreased due to the rise of local enterprises and market competition.In such a fierce competitive environment,the terminal retailers have became the most important part of the market,which directly affect the market share of enterprises.However,large customers’ well-developed sales network can reach terminal consumers in large areas.Therefore,H company needs to improve the satisfaction of toy terminal retailers to support terminal sales,so as to improve its market share and strengthen its competitiveness.Under such circumstances,how to improve the satisfaction of toy terminal large customers and optimize the cooperation between H company and large customers is the focus of this thesis.This thesis firstly expounds the situation of H Company and introduces the existing large customers of H Company and their satisfaction with H Company.In the process of empirical analysis,this thesis conducts an in-depth interview with the person in charge of terminal large customer of H Company,and sorts out the index system of large customer satisfaction evaluation from the interview content.Then the author invites experienced large customers’ leaders and large customers’ managers to score the satisfaction index system,and calculates the weight ratio of each index using the analytical hierarchy process.In addition,this thesis uses the weighted customer satisfaction index system to design questionnaires,and distributes questionnaires to large customers and terminal staff.After the questionnaire collection is completed,the author uses the fuzzy comprehensive evaluation method to analyze that the customer satisfaction of H Company’s terminal retailers is average.Finally,according to the results of the survey,combined with the work experience in the company,and referring to the relevant literature,six suggestions are given to improve the satisfaction of large customers,including: personnel training,improve the problem handling and communication mechanism,establish a professional large customer service team,set up appropriate incentive mechanism,fully integrate into the development strategy of the other party and provide support,do a good job in retail terminal price control.The purpose of this study is to provide suggestions for H Company to improve customer satisfaction,and it is hoped that this study can provide reference ideas for other retail industries to improve customer satisfaction.