Case:The Tobacco Company Of City Z-Satisfaction Research Of Retail Customer

In the tobacco industry, retail customers are the link between the tobacco commercial companies and the cigarette consumers, and the most important power in cultivating cigarette brands as well as guiding end-consumers. Therefore, tobacco companies are working hard on developing an benefit community with its retail customers. Since enhancing retail customers’ satisfaction is an effective and low-cost way to build the good relationship between tobacco companies and its retail customers, many tobacco companies in China are making great efforts to improve loyalty and satisfaction among its retail consumers.Based on the principles about customer satisfaction and customer satisfaction index, this article is choosing the tobacco company of city Z for case study. By analyzing the situation of the tobacco company and its retail customers, building up the satisfaction measurement index system, and carrying out the satisfaction survey, this article focuses on studying the satisfaction among tobacco companies’ main service projects such as source supply, monopoly management, logistics delivery and marketing service. In the satisfaction survey, 10 low-score items have been found out. After analyzing those low-score items and its causes in-depth, this article puts forward five countermeasures to improve the customers’ satisfaction, including optimizing the way of source supply, helping retail customers improve their profitability, strengthening the employee s’ service consciousness, improving the mechanism of performance management and improving the regulation level of the tobacco market. The research methods used in this article are theory analysis, literature review, empirical analysis and questionnaire investigation.