The Impact Of Service Quality On Customer Satisfaction

The competition of department stores in first-and second-tier cities in China is gradually becoming white-hot.As a typical representative enterprise in the region,Inzone Group stores take reasonable and effective measures according to the actual situation of enterprises,so that customers can form a high degree of loyalty to enterprises,which is conducive to the long-term development of enterprises.In view of this,in the process of research,this thesis takes Inzone Group store as the research object,analyzes its current marketing situation,and explores the customer’s consumption behavior and motivation,so as to clearly understand the customer’s satisfaction with the service,and thus formulate new marketing means and service strategies to enhance the customer’s satisfaction with the enterprise.In addition,Inzone Group is a leading enterprise in the same industry.The in-depth study of Inzone Group shop and the exploration of customer loyalty management scheme can provide management reference for enterprises.As the mainstream fashion department store brand in the region,store in Inzone Group is also facing the problem of cultivating customer loyalty during its continuous development,which also seriously hinders the further development of Inzone Group.Various effective measures should be taken to maintain customer loyalty to Inzone Group.In view of this,this thesis first analyzes the actual customer management status of Inzone Group store,finds out its existing problems,and puts forward corresponding improvement measures.From the relevant results of the study,it is intuitively clear that there is still room for improvement in the attractiveness of the services provided by the current Ginza Group Plaza stores in the stores.In terms of service reliability,consumers also gave feedback on the lack of precision in their service,including the degree of effort to solve problems,whether they have customers in mind,service commitment,the degree of reliability of service,and the transfer of trust,which actually still leaves a lot of room for improvement.The business processing speed of Ginza Group Plaza store employees is not fast,and the service response speed is relatively slow and service speed is not high.Store employees do not take enough initiative to care for customers and cannot take the initiative to implement service into specific service sessions.The study recommends improving the quality of service in the square stores through the following aspects,specifically: first,improving the tangibility of products and optimizing the competitive orientation.Second,strengthen the after-sales service feedback mechanism by carrying out pre-prevention,mid-solution and post-summary.Third,pay attention to consumer service demands,so that employees realize the impact that personal service level brings to the company and themselves,and then can serve customers with a serious attitude.Fourth,strengthen the information technology investment.Improve the performance and enhance the design sense of shopping applets in square stores.Fifth,enhance service empathy and support empathy with learning.Focus on long-term planning for employees,provide tiered education and learning for employees,and provide them with a sufficient sense of organizational support to promote their love for their work.