Research On Customer Satisfaction Of W Company In Southern District

At present,the changes in the retail industry are surging.The concept of Ma Yun's "new retail" was put forward,and the trial water of unmanned retail stores was challenging the traditional retail business.With the continuous increase of disposable income per capita,from the perspective of consumption structure,China's household consumption has been upgraded from simple survival to experiential consumption.The consumer's acceptance of e-commerce is increasing steadily,so the consumer's shopping behavior is also evolving.Businesses are starting to create a full channel shopping experience on line and offline.More and more consumers will compare the services provided by offline stores and online providers before shopping.For real retail,how to bring a high quality experience to customers is to win a place in the competitive retail industry.As a representative of traditional retailing enterprises,the customer satisfaction of W storeis not as good as before.It is urgent to improve customer satisfaction by improving service quality.As the main battleground of the W company,the south area is dominated by both the number of stores and the service of the stores throughout the country.In the developed south of the service industry,the quality of service is directly linked to the satisfaction of the customers.Under the mode of choosing an excess buyer's market,how to attract and maintain customers in the era of smaller commodity difference is the content that every company needs to study deeply.This paper takes the W company,stores the satisfaction of service quality as the research object,according to the theory of service quality,as well as W company stores to analyze the status quo,combined with the KANO model,5GAP model and IPA analysis,using RSQS questionnaire designed questionnaire for W company stores the customer satisfaction of the Southern district.Through the questionnaire issued and analysis to find out the impact of customer satisfaction,the service quality of W stores,and through in a store improvement test,the conclusion can be laid the foundation for promotion of a wide range,so as to achieve the W store customer satisfaction promotion effect.