Research On Chengdu YY Clothing Studio Customer Satisfaction Enhancement Strategy

As the upgrading of the national consumption and the rising of a new generation of consumer groups,people's demand for personalized and differentiated increasingly strengthened.Traditional finished garments come to meet the market demand by limited,the garment customization market is the inevitable outcome by catering the developing needs of the new market.In recent years,the personalized custom pattern has been gradually stepping into people's horizons,and even has replaced the traditional "one to one" mode of tailor shop by offering the personalized customization as well as unique consumption experience.?Customer engagement,from design,material,quantity,plate making,cutting,sewing to the final garment,will be accompany with the whole process of private clothing customization,which will make critical difference on the customer satisfaction with the final product.Chengdu YY clothing studio(hereinafter referred to as "YY clothing studio")is a private clothing customization business.As the core service,the private clothing customization has been run operation for just over a year.During this period,all kinds of customer after-sales issue gradually has been emerging and which directly affecting the customer satisfaction,including customer disputations caused by uneven product quality,customer churn caused by too many adjustments etc.Based on the YY clothing studio customer satisfaction index model and the questionnaire from the customer perspective in practices,YY clothing studio will be the research object of this article.According to the analysis of result,to aim at improving customer satisfaction effective strategies.First,this paper will be focused on the theoretical research and summary of customer satisfaction.It includes the concepts summary of customer satisfaction,customer satisfaction and customer satisfaction index,and the customer satisfaction index model consolidation and analysis of Sweden,America,Europe and China.Secondly,this paper will analyze on the advantages and disadvantages of YY clothing studio internally by the “Five Force Model” analysis of present studio situation and external environment.And according to the existing customer satisfaction feedback of YY clothing studio,to summed up the problem and improve the degree.Then,in the analysis of YY clothing studio current situation in operation,the American customer satisfaction index model has been selected as the reference model.By optimizing the model,the customer satisfaction index system of YY clothing studio is finalized successfully.By the method of Delphi to determine the index weight;II.Based on the customer satisfaction model to establish the customer satisfaction questionnaire;III.In the analysis of the customer satisfaction questionnaires with SPSS22.0 to acknowledge the pain points of customer satisfaction from five aspects: perceived quality of goods,perceived quality of service,perceived value,customer expectation and customer complaint.IV.In accordance with research result to put forward the effective strategies to improve customer satisfaction.The research results in this article,in practices which have played a practical role in improving the customer satisfaction of YY clothing studios.While in theory the established customer satisfaction index system can not only play a practical significance to the same type of clothing studios,but also enrich the research on customer satisfaction in this industry.