Study On Customer Satisfaction Strategy Of Mongolian GOBI Company

The world’s annual output of cashmere raw materials is about20,000 tons,of which China’s annual output of cashmere raw materials accounts for about 70%,Mongolia’s annual output accounts for about 20%,and the remaining 10% is provided by Turkey,Pakistan,Afghanistan,Iran,and other countries.For Mongolia,the cashmere industry is its second-largest economic pillar.In 2016,Mongolia’s raw cashmere and wool outputs were 8,800 tons and27,400 tons respectively,ranking second in the world."Gobi" company was established in 1981,with an annual processing capacity of 1,000 tons of cashmere.The company "Gobi" is regarded as Mongolia’s largest exporter of cashmere and camel hair sewing and knitted garments.The Gobi is Mongolia’s most influential wool and cashmere producer.However,in recent years,many affordable and well-designed cashmere producers have emerged.This created competition among Gobi companies,reducing the number of customers.Therefore,this study identifies consumer needs and deficiencies and develops a strategic plan for the future.Hopefully,this will help increase loyalty,attract new customers and expand further abroad.The purpose of the study is to study customer satisfaction of the Gobi and competing companies offering similar services,and to make recommendations on how to attract customers,and improve products and customer satisfaction in the future.It is conducive to deepening and enriching the existing brand management theories,focusing on the definition and standardization of brands and brand management connotations,clarifying the basic content and functions of the company’s product management,and analyzing the strengths,weaknesses and opportunities of Gobi in Mongolia.This will help to refine the theoretical basis of enterprise management in line with "Mongolian characteristics" and improve existing unit research.At present,many consumers are interested in cashmere products and love cashmere products.In this study,a proposal is presented on how to differentiate yourself from other competitors and how to attract consumers.Although Gobi is the largest producer of cashmere products,the survey revealed some factors of consumer dissatisfaction.Although the company has good marketing,good reputation and good management,it focuses too much on luxury goods,resulting in a decrease in the number of customers.The population of Ulaanbaatar is 1.597 billion.Because we chose a margin of error of 5% and a confidence of 95% for our survey.The survey covered 418 customers in Gobi JSC stores from January to March 2021.The research is selected according to the specific characteristics of users while taking into account age,gender,income,and employment status.The survey was prepared using Google forms and collected online.The sample was selected from 418 residents of Ulaanbaatar,using qualitative and quantitative analysis methods,and the results were processed using the IBM SPSS 26.0 research and analysis program.Figure-9,Tables-20,References-39...