Research Of Children's Clothing Retail Customer Satisfaction Degree Evaluation

Today, the global economy is becoming incorporative and the market c ompetition is becoming intensely. The supply of product is more than the demand; the buyer's market is holding the leading status. The way of enterprise competition is transforming from the product's competition to the competition of the customer satisfaction. CS(customer satisfaction) has become the quality-view in the new century. Paying much attention to customers'satisfaction and loyalty is the inevitable choice for the market competition and enterprises'development. Therefore, it is very important and necessary to objectively evaluate the CSD(customer satisfaction degree) by the numbers.This article has practical significance by introducing customer satisfaction evaluation research to children's clothing industry,which is having development potential but lacking of market ideas.The main contents are as follows:(1)Studying the related theories of customer satisfaction;clarifying the concept of customer,customer satisfaction degree(CSD) and the relationships between customer satisfaction and customer loyalty,market share,profit.(2)Comparing the SCSB,ACSI,ECSI,CCSI and customer satisfaction degree evaluation microcosmic model;summarizing the current situation of China's customer satisfaction degree model.(3) Analysising the general conditions of Children's clothing industry in China,market segmentation and consumer demand characteristics.(4)To a domestic brand children's clothing business for a specific object of study, through field surveys, in-depth interviews and several questionnaires, collecting relevant data,constructing the children's clothing retail customer satisfaction degree evaluation target system,which contains"overall objective, four first-grade targets,seventeen second-grade targets".(5)Analysising and comparing several commonly used method of empowerment,such as analytic hierarchy process,Delphi method,grade scale method,the direct scoring method,factor analysis method.(6)Designing a children's clothing retail customer satisfaction survey.The questionnaire data is the core data to conduct this study of satisfaction evaluation.(7)Applying SPSS16.0 social statistics software to analysis reliability and validity of the survey results;proving the reasonableness and effectiveness of the evaluation target system.(8)Combining an objective investigation method and factor analysis method to determine each target's importance ; calculating the overall customer satisfaction degree and every segmental customer satisfaction degree of the enterprise.(9)Finding the PFIs for the enterprise by using correlation analysis and gap analysis;putting forward corresponding improvable advices and multi-aspect demand for children's clothing enterprises.