Mall Customer Satisfaction Measurement System And Applied Research

Shopping mall is a business form which mixed shopping, eating, drinking,entertainment, culture, art, sports and education et. at.. The past ten years haswitnessed the booming of shopping mail in China, where the number of shoppingmalt hit 400 in big cities. The thesis aims at making an exploratory development onmeasurement system of customer satisfaction in goods and service of shopping malland the methods applied in shopping mall in China.On the basis of literature review and an investigation of the actuality ofmeasuring Customer satisfaction in shopping mail, the author identifies five mainexisting problems. In order to resolve these problems, the author presents ameasurement index system, including multiple dimensions and layers, and twoquestionnaires transformed from the system.The author uses SPSS 11.0 for Windows to make a reliability analysis and avalidity analysis on the data obtained through a questionnaire survey on'customers.The results indicate.that the measurement index system is reasonable, and applicablefor shopping mall in China. The author also starts an empirical research-into themethods to apply the system to shopping mall in China. On the basis of the research,the author presents four methods of analyzing the data obtained through customersatisfaction ,investigation. With the outputs of the foregoing research, the thesisproceeds to bring forward suggestions to help deepening the research and apply themeasurement index system more efficiently.