Research On Consumer Satisfaction Survey Of A Shopping Mall

Shopping mall is a typical service-oriented retail format.The customer-oriented management model helps the shopping center to attract consumers,retain consumers and even promote re-consumption.The shopping center conducts research on consumers,analyzes the factors that affect consumers' experience in the shopping center,understands the core factors that influence the change of satisfaction,and provides a theoretical basis for improving the service quality of shopping centers so that leads the business management team to implement a consumer-oriented management model in shopping mall management operations.By increasing consumer satisfaction,the mall will strengthen its customers' willingness to visit the mall again,and continuously promote the shopping center to attract and condense consumer flow thus support the operation and development of shopping centers.This paper starts with reviewing the theory of consumer satisfaction theory,determines the consumer satisfaction research model through the analysis of the business status of A shopping center,and establishes the relevant index system of consumer satisfaction research.According to the actual situation of the customer service work of the shopping center,I made a specific quantification of the corresponding indicators and designed a questionnaire for the customer satisfaction of the shopping center.855 valid questionnaires were collected through member phone interviews and on-site interception of consumer interviews.The results were statistically analyzed to grasp the reality of consumer satisfaction in the mall.Combining with the problems existing in the consumer relationship management of A shopping center,the problems existing in the shopping center are extracted from the perspective of consumers,and the empirical analysis method combining qualitative and quantitative analysis is proposed to propose a feasible concrete improvement of consumer satisfaction.The shopping centers has made a useful exploration to improve their competitiveness by apply customer relationship management ideas and business ideas in the operation.In the satisfaction survey,the impact of business improvement measures on consumer satisfaction was found and based on these facts I summarized the key factors affecting consumer satisfaction and the improvement methods.