Large Supermarket Retailing Service Design Systemic Research

With the service sector becomes more important in the national economy’sposition, service design, as a new study field and important research proposition, isunder unprecedented attention in recent years. This paper mainly studies the servicedesign problem in the shopping process of large-scale supermarket. It analyzesproblems from the view of shopper’s shopping psychology, behavior, habits andsubconscious and improves customer service quality through design means, in orderto increase shopper’s shopping experience and customer satisfaction, enhance salesamount and competitiveness and build a shopping environment of respecting andreflecting human care.This paper discusses how the retail supermarket improves its service process,service level, customer satisfaction, and competitiveness through service design fromfour parts. First chapter: at present, retail supermarkets face fierce competition andemerging e-commerce in the new era, especially under the background of serviceeconomic times, retail supermarkets are facing new challenges, bloody price cuttingleads to the meager profits of the industry, and business falls into the trap oflow-margin. At the same time, consumers’ demand pays more attention to the value ofservices and consumers are more inclined to interactive and experiential shopping.So, the proposition of optimizing the service process and improving customersatisfaction through service design is raised. Second chapter: through actual researchto more than8000target population and a lot of desktop research, it analyses theexisted problems in the service and finds out the influencing factors to service andcustomer satisfaction. Based on the analysis of customer valued service process, itdissects and researches the links and contacts between supermarkets and shoppers inthe service process; identifies and analyses service design problems impacting servicesatisfaction; establishes service design’s problem analysis model “Service Circle”“Problem Circle”“Design Circle”, so then makes the service design strategy that willimprove the interactive experience of large supermarkets.Third chapter: facing the service design problem in the consumers’ shopping process of large retail supermarkets, it proposes interactive design strategy. It focuseson the psychological feelings of people in the shopping, respects and shows humancare fully, and increases shopping experience. On the basis of considering operatingcost of supermarkets, it improves some unusual problems that shoppers andsupermarket operators don’t realize from the view of consumers’ psychology, habits,behaviors and subconscious, digs shoppers’ inside shopping preferences, feelings andhidden habits deeply and solves the problem through design means from theperspective of psychological and behavioral habits. Finally, it sums up the servicedesign model “Service Optimal Design Model (SODM)” and analyses “CustomerDelivered Value Service Design Model” that will be provided to clients. Fourthchapter: it establishes the evaluation model of service design “Service DesignCustomer Satisfaction Evaluation Model (SDCS-EM)” to access if the serviceoptimization design can achieve its objectives and service design solution is effectiveor not. The improved model of service design solution “PDAI” can improve andperfect the service design solution and make its more scientific and reasonable. Thus,it forms a relatively completed service design solution. It is conducive to the serviceimprovement of retail supermarkets. It not only has strategic significance but also hasgood value significance to supermarket’s operation. Service design theory of retailsupermarkets also has a positive guiding function to other service industries, such asfinance, health care, education, etc.The writer believes that: service design is a systematic innovation behavior. Itsresearch value is people-centered, creating a scientific, reasonable, comfortable andconvenient interactive mode between people and people, people and product, andpeople and system. It concerns dominant elements, like form, function, system,process and shopper’s physiological,etc., and also hidden design, like consumer’smental, emotion, etc. Through the research to service process of large retailsupermarkets, it solves the design problem of the whole service process that willaffect customer satisfaction, making service optimal design proposal, enhancingsupermarkets’ customer service functions, improving customer satisfaction, increasingsales amount, strengthening competitiveness, creating a scientific and reasonable shopping ecological environment, making people’s shopping more convenient andcomfortable, increasing consumers’ shopping experience. Finally, it will paly apositive role in promoting the development of the whole retail industry.