Research On The Customer Satisfaction Of CD Tobacco Company And Relevant Promotion Measures

As a special enterprise with the characteristics of planned economy,tobacco companies have made corresponding deployment for “market-oriented reform” for many consecutive years.Last year,the State Tobacco Monopoly Administration put forward the strategic goal of “big market,big brand and big enterprise”,and the tobacco market will change from regional sales to market competition.The internal competition pattern of the tobacco industry is gradually formed,and the sales differences between different regions will appear.With the introduction of New Advertising Law,Framework Convention on Tobacco Control and other laws and regulations,the tobacco industry is faced with many adverse factors,such as tighter restrictions on the consumption.As a city-level unit in the tobacco industry,commercial enterprises of CD tobacco company aim to occupy a strong position in the market competition.Therefore,it is necessary to respect the market rules,comply with customer expectations,accurately grasp the needs and expectations of retail customers,explore and optimize the evaluation methods of retail customer satisfaction,and improve the overall satisfaction level of retail customers.Based on the research and comparison of customer satisfaction measurement models and measurement methods at home and abroad,this paper has analyzed the current situation of CD tobacco company and its shortcomings of the current retail customer satisfaction measurement system,and optimized the retail customer ACSI evaluation model of CD tobacco company according to the actual.The Analytic Hierarchy Process(AHP)has been used to determine the weight of the evaluation index,and the Likert Scale and psychometric method have been exploited to analyze the attitude of retail customers.Then,the evaluation scheme of customer satisfaction of CD tobacco company has been designed,satisfaction questionnaires has been issued to retail customers in the jurisdiction of CD tobacco company,the reliability and validity of the results of the questionnaires have been tested,and finally the Quadrangle Model combined with the ACSI model has been exploited to summarize the analysis.According to the evaluation results,this paper has proposed the strategy for customer satisfaction improvement and its implementation,and anticipated the effectiveness of the strategy proposed.The paper adopts AHP to scientifically optimize the weight of customer satisfaction evaluation index of CD tobacco company,which provides more comprehensive and accurate analysis on customer satisfaction and helps solve the problems of fuzzy index design and unscientific measurement method in the previous customer satisfaction evaluation.Through the application of satisfaction measurement to evaluate the current situation of retail customer satisfaction,it helps strengthen CD tobacco company's attention to the needs of retail customers so as to improve the overall satisfaction of retail customers,explore new space for enterprise development and value,and provide effective and feasible help for the high-quality development of enterprises.