The Customer Satisfaction Research Of X Watch Company

A severe competition in China watch market is going on now. The importedwatches are sold very well in China. More and more Chinese buy watch of worldfamous brand. Swiss brand watch has great brand and design, it is the best seller.Japanese brand watch is also sold well because of its low price and precise timing. Theshare of the market of China brand watch is less and less. How can China brand watchsucceed in the competition? They can only pay more attention on the service. They canafford the service which the customer really need in time to improve the customersatisfaction. So that they can take back more share of the watch market. But whatservice is the customer really need? The companies should get the information ofcustomer, after analysis, they will know what is really needed by customer, so that theycan improve their management to afford better products and service and to get bettercustomer satisfaction.On the basis of the theory of customer relationship management（CRM）, Xwatch company establishes XCSI model according to CCSI model and X watchcompany and Chinese watch industry dynamics. X watch company establishes itscustomer satisfaction evaluation system according to XCSI model, the principle ofevaluation index and the weight of each evaluation index, and then carries out thecustomer satisfaction survey. According the analysis of the survey result, X watchcompany can find the shortages of the watch quality, VIP service, on line sale andafter-sale service and marketing, then think about the way to improve them. X watchcompany can also find the advantages of famous brand, watch design, shopping guideservice and employees performance, then think about the way to maintain and exceedthem to get better customer satisfaction degree. This thesis point out a way to useadvanced CRM theory in the company practice, make a contribution to improve theproducts and management of X watch company and its market competitiveness, andalso can be used for a reference to other Chinese watch companies.