Research On Strategy Of Improving M Company Customer Satisfaction

With the increasingly fierce market competition, the effective management of customer become a very important topic for enterprise sustainable growth, Study on the key factors of customer satisfaction is the foundation and basis for enterprises effective customer management to improve customer satisfaction and brand loyalty. Especially in a mature industrial market, under the situation of growing competition and declining industry profits, the enterprise wants to use limited resources investment and the lowest cost to do much to improve customer satisfaction to try to retain customers. M company, after 10 years of development in the container market, rank top1 position in the market. However, with the intensification of competition, profits continue to decline, competitors press step by step, M company eager to improve customer satisfaction in order to maintain the current market share through minimum investment. As a result, identify the key factors that affect the current customer satisfaction is very important.In this article, It firstly analyze and summarize the research methods about customer satisfaction according to world wide theories, and then through the interviews with industry experts, analysis of M's history with complaints and personal experience over the years roughly confirmed the 12 factors of customer satisfaction, through a questionnaire survey to collect the M company's current customer satisfaction and total satisfaction of all factors data. Based on these data, It firstly analysis the relationship between customer overall satisfaction and overall satisfaction of product, service and product value through linear regression. Then It separately analysis the relationship of overall product,service, value satisfaction and their respective sub-factors., Finally, It Fig.ure out Top six most important factors influencing customer satisfaction of M company and also sort the importance of all factors affecting the customer satisfaction. At last, it gives the suggestion of improving the customer satisfaction strategy of M company.