Research On Customer Relationship Management In Suning Based On Customer Satisfaction Measurement And Analysis

With the development of science and economy,the problem of product homogeneity can't be avoid in most electric business enterprise.At the same time,customers are facing a wider choice.Relying solely on the single factor such as product,value and quality,it is difficult for enterprises to obtain unique competitive advantages.In this case,it is particularly important to establish a good relationship with the customer through the application of customer relationship management.The customer relationship management concept has attracted wide attentions since it was mentioned at the first time,and with the modification of the theory by scholars from all over the world the practice application has gained considerable developments.In this competitive era,how to meet the needs of customers in maximum,how to effectively reduce customer churn rate,how to use the limited information resources to improve business efficiency,how to enhance the core competitiveness of enterprises,are what our country business enterprise should think about at the present stage.In order to grasp the effect of the implementation of customer relationship management system,it is necessary to establish the evaluation system.Obviously,customer satisfaction,which can accurately reflect the effect of the implementation of customer relationship management,is suitable to be used as an evaluation index system of customer relationship management,which is linked to customer satisfaction.A scientific and reasonable customer satisfaction evaluation system plays an important role in the successful implementation of customer relationship management in e-commerce enterprises.It can not only accurately and scientifically reflect the true customer satisfaction,but also point out the strategic direction of the future improvement for the enterprises.Based on related literature research and learning,this paper analyses customer relationship management and customer satisfaction evaluation theories and methods,then,establishes a practical customer satisfaction evaluation system for e-commerce enterprises.Based on this evaluation system,taking Suning as a case,through making questionnaire and analysis results,we get the influence degree of various main factors to customer satisfaction.According to the results,some inspirations for optimizing customer relationship management are obtained.The article mainly adopts the methods of literature research,case analysis,questionnaire and statistical analysis,and it can be divided into six parts:The first part introduces the background and significance of the thesis,and summarizes the research status of customer relationship management and customer satisfaction at home and abroad.There are many researches on customer relationship management or customer satisfaction,but at the same time,there are not many literatures discussing both two conceptsand establishing their relationship.Among them,customer satisfaction at home and abroad are mainly concentrated in the logistics industry and commercial banks.There is not much research on customer satisfaction of e-commerce enterprises,and the specific selection of influencing factors is also defective.The main innovation of this article is to fill the gap of the two aspects of the study.The second part gives an explanation of the concepts and theories used in the paper.The connotation of customer relationship management is that it is a management concept and a new strategy,which should be combined with technology.With the coming of the big data era and the division of labor,the customer relationship management has been given the trend of big data,online and industry,which brings new opportunities and challenges for enterprises.Then it introduces the definition of customer satisfaction,the method of evaluation,and the internal relationship between customer relationship management and customer satisfaction.The ideas and methods included in the Kano model and the CCSI model will be applied to setting up Suning's customer satisfaction evaluation system.The third part mainly analyzes the specific situation of Suning,and introduces the management strategy,organizational structure and customer relationship management status of Suning in detail.Suning operates in accordance with the cloud business model of "shopkeeper +e-commerce + retailer".According to different functions,the basic mechanism system of customer relationship management applied to Suning is divided into four modules: data analysis module,customer service module,characteristic marketing module and effect evaluation module.The fourth part is mainly to issue questionnaires and analyze the results.This part is the focus of this article,which is divided into two steps.The first step is to design and collect questionnaires,including the design principles,content components,measurement index system and sample profiles.The distribution of questionnaires included 205 online questionnaires and 150 offline issuance of paper questionnaire.The second part firstly uses EXCEL to analyze the results of the questionnaire descriptively.After that,the results of the questionnaire data were used to make missing data analysis,reliability analysis,validity analysis,factor analysis,correlation analysis and regression analysis by SPSS22.0 statistical tools.In the fifth part,based on the survey results of customer satisfaction,combined with the theory of customer relationship management,we put forward the countermeasures to optimize Suning customer relationship management,to improve customer satisfaction and to maintain competitive advantages.For the first channel to get relationship with Suning,because "recommendation" approach is the way which spend less than other ways and get higher return,Suning could increase the interaction with customers,which could incorporate the customer relationship network relationship into the enterprise;for customer service module,Suning should attract their attention on those service links which got significantly lower evaluation than other links,constantly adjust the frequency of push service to enable the majority of customer satisfied,to provide customers with services beyond expectation;for the product management module,Suning could improve its product management by three directions: improving the supply channels of products,improving the additional value of products,and making full use of the existing advantages;for special marketing module,on the one hand,Suning should establish a customer knowledge management system,realize the innovation and development of products and services,on the other hand,Suning should launch diversified business marketing strategies,and continuously improve the plan according to the marketing effect.The sixth part is a summary and prospect.It draws conclusions,points out the shortcomings of the article,and looks forward to the future research on the direction of customer relationship management.This paper attempts to build a customer satisfaction index system that is suitable for most retail business enterprises,and analyzes the case of real enterprise to verify the practicability of this system.Then,put forward some methods to optimize the customer relationship management,and hope it could provide other e-commerce enterprises with reference in aspect of customer relationship management.