Research On Customer Satisfaction Of Cultural Salon In Q Leisure Service Company

In recent years,the experience economy has prevailed.People are no longer satisfied with the product entity level of consumption and are turning their attention to experiential consumption in various servicescapes.Cultural consumption is no exception.More personalized,participatory and immersive cultural experiences are favored by people.At the same time,due to the market orientation,a large number of leisure service companies have emerged in the market,including Q company with the theme of cultural experience and leisure service.However,most companies neglect product development for a long time,resulting in severe homogenization,and coupled with the impact of COVID-19,the industry competition is becoming increasingly fierce.As the provider of various cultural experiences,Q Company is also in a predicament.How to optimize Q cultural salon products and improve customer experience,and further improving customer satisfaction has become an urgent problem to be solved.Based on such a background,this study takes experience as the research perspective,and deeply explores the customer satisfaction of Q cultural salon through the methods of interview and questionnaire survey.Firstly,on the basis of clarifying the research background,the relevant research status at home and abroad and research methods to be adopted,this study analyzes internal and external environment of Q cultural salon product,and finds out the experience status of ‘weak value perception’,‘high complaint’ and ‘low loyalty’ by utilizing the causal relationship between variables in the ACSI model to analyze the historical data of Q Cultural Salon.In other words,It points out that Q cultural salon product is facing the problem of low satisfaction.Secondly,in order to further clarify the problems and causes of customer satisfaction in Q cultural salon products,this study conducted exploratory interviews with customers of Q cultural salon,and extracted repeatedly mentioned subject words from the interviews.Then the customer satisfaction scale of Q cultural salon is designed based on the servicescapes theory to carry out questionnaire analysis.The results show that: product experience,service experience and environment experience are significantly positively correlated with customer satisfaction,and product experience is the key factor.Finally,the promotion principle is formulated based on the indicators reflecting satisfaction in the ACSI satisfaction model.On the basis of questionnaire analysis,this study puts forward the following customer satisfaction improvement strategies:increasing innovative product experience;providing detailed service experience and creating immersive environment experience.Moreover,the satisfaction improvement plan can be successfully implemented by optimizing human resource guarantee,strengthening financial support guarantee and improving technical system guarantee.It is a good reference for the like products and other experiential cultural consumption to improve customer satisfaction.