Study On Customer Satisfaction For Sales And Service Of Office Furniture Industry

The formation of Buyers’ market in office furniture industry causes the channel competitionto intensify, which gradually changing from price competition to service competition. Servicequality and customer satisfaction become the key aspects when developing marketingstrategy.How to provide high quality service that taken the customer as the guidance and createthe highest service value for the consumer then to promote channel competitive advantage havebecome the essential topic which must be taken in the management.This article aimed at discussing service quality, customer satisfaction and the relationshipbetween them, expecting to supply referential opinion and suggestion.The intent of this studywas to increase the comprehension of the expectations and perceptions towards office furnitureindustry service quality from the customers’ perspective. We reward the service characterevaluation picture with "Important-Performance Analysis" to offer the guidance towards officefurniture industry management for strategy and action guiding.This research has got following result:1. There is significantly difference between customers’ service expectations and theirperceptions of service performance.2."Importance-Performance Analysis" shows that how to distribute resources to the16service item.3. In demography, different age, education, occupation and income have significantlydifferences with various dimensions of service quality.4. In demography, different education, occupation and income have differences with overallcustomer satisfaction.5. According to the correlation analysis results, there are positive effects between OverallSatisfaction and the five element of Service quality dimensions, such as tangibility, reliability,responsibility, assurance and empathy.Combined with the market investigation and study data analysis result, this article givesseveral suggestions to the superintendents, hoping to enhance service quality and customersatisfaction of office furniture marketing:1). Strengthen the awareness of service;2). Strengthenthe concept of time;3). Improve work efficiency;4). Attaches great importance to the qualityassurance;5). Keep good physical evidence;6)Strengthen a sales team;7)strengthen the enterpriseculture of customer satisfaction;8)Service with a smile and handle customer complaints.