Countermeasure Research On Improving Customer Satisfaction Of QLW Cake Chain Company

In recent twenty years,cakes have gradually come into our life,with the improvement of people's living standards.But in the modern market economy environment,the competition is very fierce,the product homogeneity is strong,and the enterprise faces a huge existence pressure.Moreover,the consumption concept of the consumers is also undergoing great changes,with higher requirements for the products and services purchased.Consumers not only demand the high quality and good taste of the cakes,but also focus on the product brand,shopping environment,corporate image and other aspects.All the reasons may affect the consumers' willingness to purchase,and lead to the research topic of customer satisfaction.Customer satisfaction is one of the important indicators to measure the quality of enterprise products or services.Through the market investigation and the model measurement,Enterprises can further understand the customer's demand and shorten the distance between enterprise and customer.It's easier for the enterprises to hold the pulse of the industry development and win the initiative in the fierce market competition.Grasping the real and reliable customer satisfaction is an important content for enterprises to improve their brand image,enhance service quality and improve economic efficiency and management level.This paper studies the customer satisfaction theory,systematically analyzes the background and significance of the customer satisfaction evaluation,the current research status at home and abroad,and the current customer satisfaction evaluation model.This paper analyzes the basic situation and market environment of Wei fang QLW cake chain.The customer satisfaction survey of Wei fang QLW cake chain was designed and the questionnaire was tested in this paper.Through the field investigation of Wei fang QLW cake chain company,this paper collects the data information and analyzes it by descriptive analysis,regression analysis,correlation analysis and cross analysis using SPSS software.This paper on the research perspective,based on the Weifang QLW cake chain,from the perspective of a more specific,studies the factors of affecting cake chain enterprise customer satisfaction and improving customer satisfaction,while such studies in the cake dustry of weifang city,shandong province is very few.Based on the characteristics and development status of weifang QLW cake chain,this paper presents 280 questionnaires in the form of questionnaire and online questionnaire,and 256 valid questionnaires are collected.Through descriptive analysis,cross analysis,regression analysis and other analysis methods,we found the following problems in the customer satisfaction of weifang QLW cake chain:the enterprise image is not valued;the product quality cannot be realized by the customer's expectation;the customer complaint is not efficient to deal with and the product cost performance cannot satisfy the customer,etc.In this way,the author puts forward suggestions for improving customer satisfaction,such as: actively promoting corporate image,focusing on quality perception,enhancing value perception,and strengthening customer relationship management.This paper discusses the customer satisfaction promotion strategy of weifang QLW cake chain,and provides a series of management suggestions for other cake enterprise managers.But due to the differences of different enterprises and the internal and external environment,enterprise should,according to their own actual conditions,analysize the problems in the corporate image,shopping environment,the customer expectations,the satisfaction of the customers to the products service awareness,etc,and then carry out different customer satisfaction strategies...