The Research On Customer Satisfaction Improvement Of "1/2 Choice" Clothing Store In Lanzhou City YuZhong University Town

In the era of rapid development of self-media traffic,the operation and marketing of network channels have become the source of strength of the national economic system.After more than 10 years of reform and development under the online shopping situation,my country’s traditional retail industry is still struggling to survive.Maintaining a good state of existence and a high score in customer satisfaction becomes the lifeblood of a business.The development prospect of the current real retail economy is actually not stable,and the government’s macro-control has a positive effect on the real economy.From the perspective of developers,corporate profits are being squeezed by online platforms,and survival is difficult.From the perspective of customer demand,customers have abundant options for retail items and prices tend to bottom out.From the observation of the national clothing production market,the supply of the clothing industry exceeds the demand,and the production capacity is seriously incapacitated.From the perspective of retail channels,the sales channels of the clothing retail industry are narrowing,and it is difficult to develop through multiple channels.Therefore,all clothing retail stores are also silently carrying out customer management work,and taking multiple measures to improve customer satisfaction through practical actions.Based on the actual situation of the above-mentioned macro-industry,clothing retail enterprises have certain irreconcilability and development space in the fiercely competitive traditional market.Clothing retail stores should keep pace with the times,follow the trend of the times,maintain old customers and develop new ones.Customers,research and formulate a quantitative mechanism for customer satisfaction,to achieve the purpose of developing its own hard power and ensure the ultimate development of the company.This paper takes the customer group of "1/2 Choice" clothing store in "Lanzhou City Yu Zhong University Town" as the research object,and combines the reality of the clothing retail industry on the basis of studying and researching marketing theory,customer relationship,customer satisfaction and other related research Status and operating characteristics,based on customer satisfaction theory,using7 P marketing theory to analyze the current situation of the enterprise,using the American ACSI model to establish a questionnaire survey,using the research method of questionnaire survey to conduct survey and analysis of customer satisfaction,and then through the questionnaire Star and According to the data analysis results of SPSS software,the customer satisfaction score of "1/2 Choice" clothing store is 74.18 points,and the satisfaction degree reaches the purpose of the initial investigation.The 29 observed variables were improved through the four-part graph model.Items with high importance and high scores should continue to be carried forward.Items with high importance and low satisfaction should have improvement strategies.Items with high satisfaction and low importance should be improved.Items should continue to be consolidated and developed for the better,and retention strategies should be adopted for items with low importance and low satisfaction.