Research On Customer Satisfaction Evaluation And Promotion Strategy Of A Company

In recent years,there have been profound changes in the sales and management system of refined oil products and the market environment,and the business subject is diversified and collectivized,with abundant market resources,and the competition has entered into a heated situation.In an increasingly homogeneous product oil market,forcing traditional state-owned nature of the product oil sales enterprises have to start thinking about problems in customer satisfaction and demand,standing on the customer's position to improve management strategies,thus in an impregnable position in the intense market competition.Based on the reference study of customer satisfaction,on the basis of relevant theories,based on the current management status of customers A company of qualitative analysis,pointed out that the current traditional refined oil sales enterprises like company A in the product price,sales and service,convenient service,work efficiency and quality of employees,etc are customer complaints.Based on the relevant research results and the market and operation of company A,this paper identifies the "three-level index" evaluation system of customer satisfaction of A company.The first-level indicators of customer satisfaction,secondary indexes respectively product satisfaction,service satisfaction,satisfaction and image in the secondary index build 16 three-level indicators,and using the method of level 5 scale to quantify the evaluation indicators,using the network analysis method to determine the three secondary indicators and 16 three-level index weights.In the form of questionnaire survey,two kinds of customers in A company were investigated and studied,and the satisfaction index of customer satisfaction measurement index of A company was quantitatively analyzed by statistical analysis method.According to the results of quantitative analysis,put forward to enhance the service idea and service consciousness,to provide customer satisfaction of value-added services,customer satisfaction of products,innovative marketing methods,five aspects to build high quality of employees,improve satisfaction strategy.It has certain reference significance for company A and the current traditional product oil supplier.This paper hope through the exploration of A company customer satisfaction research,exploit oil sales enterprises(especially state-owned oil sales enterprises)operator's field of vision,change the management ideas,to make it as soon as possibleto adapt to the current product sales market balance again,make its product oil suppliers from the traditional to the modern comprehensive service provider in the process of transformation,more standing in customer's position,consider the business development strategy,setting up the concept of "customer first",constantly improve enterprise core competitiveness.