Stratigic Reserch Of Customer Satifacition In Retail Enterprises

With the establishment of Customer Direction in markeing, Customer Value has been used as the new sources of competitive advantage in many enterprises. Regarding customer as the center, caring for the customer expectation,satisfaction index and royal index has been taking great importance by domestic enterprise and also the top research point by scholars and managers. But as the research in the domestic just started, both its theory foundation and practic experience are all need to inquiry into. Therefore, drawing lessons from the theories and experiences about customer saticfaction index in abroad, attaching importance on the acknowledge of CSI, studying CSI methold that fit domestic enterprise, pushing them taking great activity on measuring works have great meaning on promoting our business enterprise the competition strength and increasing the economic performance.This study focuses on satisfaction management, how to realize customer satisfaction and customer loyalty. And set about the research from thories and practice. And I mainly discuss how to select the feat value position with different kind of customer, the relation between strategic position and competition ability, then put forward the support system which can put the customer mechanisn into practice. By domestic and international relevant research of customer satisfaction, I expatiate the theory foundation, and proceede to discuss the customer satisfaction of retailing enterprise, inquirying into the basic characteristic of the customer satisfaction, analyzing the basic measure method. And I use the misty measurement of calculating to evaluate the index.