Research On The Improvement Of Yinman's Customer Satisfaction

Customer satisfaction is an important standard to measure the quality of products and service,it is an important measure to test the enterprises to meet the customer's needs and reach the customer's satisfaction.This paper takes Yinman Company,a large comprehensive fast moving consumer goods e-commerce company,as an example.There are a lot of products from Yinman Company.We choose Fanxishop pore remover oil,the most representative product in Yinman's product system,to carry out a comprehensive study.We hope to dissect this product.Since it can solve the consumer's demand for and satisfaction with this product by research can explore a method in which Yinman can investigate the needs and satisfaction of customers,thus giving an idea of the product system of Yinman,Customer management system,so that the whole company's culture is rebuilt to make it more suitable for the new situation of the mobile Internet era.In the design stage of the questionnaire,the author designed kano questions according to the product characteristics of Fanxishop pore remover oil,The questionnaireasked by 198 respondents.The author analyzed the results of the investigation and summarized the charismatic attributes,expectation attributes,essential attributes and no difference attributes of the Fanxishoppore removal oil products,using the two dimensional attributes of kano model,and analyzed the results of the investigation results,and summarized the charismatic attributes,the expected attributes,the necessary attributes and the undifferentiated attributes of the products.In addition,the analysis of better-worse ratio was carried out,and combined with the analysis data of the investigation,the author discussed with the management of Yinman,and put forward 4 suggestions to improve the customer satisfaction.That is: to continue to maintain the quality of the Fanxishop pore remover oil products,to maintain the price advantage,while constantly improving the experience.Steadily optimize and improve the packaging of the products,to and gradually increase the brand influence of Fanxishop pore remover oil.Then,Combined with the management of Yinman,this paper puts forward five systematic suggestions to improve customer satisfaction.