| With the full-scale openness of China medicine retailing market, the previous market competition pattern has been destroyed and the competition has become fiercer. Satisfying customers has become the key of attracting and retaining customers and accordingly gain competitive advantages for medicine retailing chains. However, Chengda Fangyuan's medicine chain is short of methods and channels of knowing about customers. Furthermore, its management has not realized the importance of hearing customers' voice. By introducing the customer value to the existing customer satisfaction theory, the thesis presents a set of customer satisfaction research system based on customer value, and shows the operation. At the same time, the thesis puts forward some tactics for improving its customer satisfaction.The thesis consists of 6 chapters. In the first chapter, the thesis states the actuality and problem of medicine chain in China, and analyses the problem existing in the ChenDa FangYuan medicine chain. Problem for research is put forward in this chapter. Chapter 2 summarizes the related theory about customer satisfaction, and defines customer satisfaction as "customer's feeling about how his needs has been meet". At the same time, this chapter reviews customer value theory. Research scheme is designed in chapter 3, and the implement and control are also presented in this chapter. Chapter 4 shows the analytical results, including the description of the sample, the structure of customer value element, and the performance of ChengDa FangYuan medicine chain. Based on above analysis, chapter 5 put forward some tactics for improving customer satisfaction of ChengDa FangYuan medicine chain, and states the related supporting tactics within the company.This paper contributes in 2 sides. One is developing a instrument for measuring customer satisfaction of medicine chain. The other is putting forward and operating a new mode for customer satisfaction based on customer value. |
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