Research On SF Company Customer Satisfaction Assessment And Promotion Strategy

With the development of national economy and continuous improvement of people's income,in particular,the recognition of the nature of pursuing beauty by the society,the market of gold,jewelry gradually becomes prosper.In particular,in the five year between 2008 and 2013,sales of gold jewelry in our country grew by 161%cumulatively with a average growth rate of 32%annually.In 2014,affected by the adverse external economic environment and fluctuation of gold price,sales growth of gold jewelry slowed down,the overall market demonstrated a downward trend,and gold jewelry enterprises faced intense market competition.How to pursue survival and development in the plight and get a firm foothold in the intense competition,enterprises can only realize by "put focus on customers" and providing products and services that customers feel satisfied.Customers are no longer the passive accepters of products of enterprises,but are the most important resource of enterprises and play a decisive role on survival and development of enterprises.At present,customer satisfaction has become a brand-new enterprise culture and management philosophy of various global organizations.SF Company is a jewelry company whose main business is gold jewelry and integrates R&D design,production and processing and chained franchising.Although the company conducts customer satisfaction investigation every quarter,however,there are problems such as assessment indexes are too simple,assessment rating has no value,only quantitative analysis can be conducted,assessment indexes are not conducted weight analysis and blindly pursuing big samples etc,and customers' true feeling cannotbe accurately reflected.The article confirms customer satisfaction index system via the method of combining theories and practices,selects six latent variable indexes such as customer expectation,perception of quality,perception value,customer satisfaction,customer complaint and customer loyalty,and refines latent variable indexes into four-class measurement indexes to design customer satisfaction investigation questionnaire with the perspective of customers.Refer to American satisfaction index model(ACSI model for short)to conduct measurement over customer satisfaction degree,analyze assessment and rating of various measurement indexes,analyze the relationship among latent variables and calculate customer satisfaction index.According to the analysis of measurement data,find out problems of enterprises in terms of customer satisfaction,and propose targeted enhancement strategies and guarantee measures to firmly improve customer satisfaction.Though analyzing measurement data,the following conclusions are obtained:(1)customer expected quality,perceived quality,perceived value are positively co-related with customer satisfaction,and the influencecoefficient is 1.1139,0.9186 and 0.611 respectively.Customer satisfaction and customer complaint are negatively co-related,and the influencecoefficient is-0.305;customer satisfaction and customer loyalty are positive co-related,and the influence coefficient is:0.5203,customer complaint and customer loyalty are negatively co-related,and the influence coefficient is-0.306.(2)After measurement index assessment and rating,it is calculated that customer satisfaction index of SF company is 8.1394.The research results offset shortcomings of present customer satisfaction degree in research of gold jewelry industry,not only provide foundation and reference for enhancement of customer satisfaction and enhancement of competitiveness of SF company,but also have active reference and borrowing significance for other gold jewelry enterprises.