Regional Shopping Mall Customers’Satisfaction Measurement System And Empirical Research

The shopping mall is a business company which provides consumers with a comprehensive service, it been developed, managed and operated by the company and contains many variety of retail shops and services facilities.As people improve their life and change their consume construct,shopping mall develops very quickly in our country.The article takes the representative of the shopping mall--Shanghai Grand Gateway, to study the customers’satisfaction measurement system and its empirical application in the shopping mall. At first, the article introduces the concept, characteristics of shopping mall and customers, then put together home and abroad literature about customer satisfaction and evaluation system, and summarize the various of models about customer satisfaction based on reading literature, meanwhile combine with the real situation, learn from the successful experience and precedent of structural equation model which applied in consumer satiThis paper presents a multi-dimensional multi-level shopping mall customers satisfaction evaluation index system, the indicator system turned into the customers importance and satisfaction surveys questionnaires of a shopping mall, then determine the evaluation system at all levels of index weights through survey of tenants. In addition, this article uses the application of statistical software SPSS11.5to analyse tenant satisfaction data, verify the customer satisfaction questionnaire reliability and validity, the results show that the evaluation index system and questionnaire is reasonable for the shopping mall.The research method is used in empirical research on this basis which the evaluation index system applied in shopping mall customer satisfaction. This article proposes four methods of analysis results:correlation analysis, evaluation used to identify the important factor which the customers evaluate shopping mall’s goods, service quality, image, satisfaction and loyalty; Variance analysis, to identify differences between different types of customers have different need and satisfaction of shopping mall; Regression analysis can help shopping center according to the location of different tocdecide key direction, facilitate shopping center efficient allocation of resources, targeted to improve shopping center products and services; Discriminant analysis can identify the key link of customer satisfaction and key project. of shopping mall results of the analysis by the four methods improve product and service quality and can bring to guiding significance, then also greatly improve efficiency.in the management.