Study On Customer Satisfaction Of Zhuzhou Department Stores Co., Ltd.

With the fiercer market competition and advanced technology, more and more companies began to realize that customers have taken the place of the product/service itself as the most important resources to the company. Therefore, how to establish and maintain customer satisfaction has become a focus of research area and business area. In China, the development of retail is experiencing a period of the fiercest competition, that the retails are doing their best to gain more customers'supports. With the withdrawal of the limits to the foreign retail business in China, business of china are facing the competition with the foreign ones. In such context, it is very important for our retails to establish customer relationships and cultivate customer satisfaction.Based on such condition, our research focuses on the very antecedents of customer satisfaction to retail stores. On the basis of the previous papers and the background of the retail service market, the thesis, combining theoretical analysis with empirical research, has come to the following conclusions:service quality and customer trust have a positive and significant influence on attitudinal loyalty, while switching costs has a negative influence on attitudinal loyalty; and service quality,customer trust and switching costs have a positive and significant influence on customer behavior loyalty, in which service quality affects most and customer trust affects least.This model consists of four essential factors:service quality, customer trust, switching costs and customer loyalty. Meanwhile, the hypothesizes are presented in this part.This study suggests that Zhuzhou Department Stores Inc. is not high customer satisfaction main reasons are:"customer first" philosophy has not really rooted in the hearts of each employee; service quality needs to be raised; the lack of customer expectation management; the lack of customer relationship management experience. Based on the above reasons, this study Zhuzhou Department Stores Inc. to propose the following:first, to improve service quality, and foster customer satisfaction; second, to combin competitors performance, determine the degree of improvement of the direction of corporate customers; third, to conduct market segmentation, market positioning, multi-level to meet customer demand; fourth, to create customer trust, strengthen customer satisfaction; fifth, internal marketing, improve employee satisfaction; sixth, to create the appropriate switching costs, prevent customer lossing so that enhencing customer loyalty.