| At the 6th China Life Service Industry Conference,Meituan released the Development Report of China Life Beauty Industry in 2020.The total market volume of China’s life beauty industry will increase from 637.3 billion yuan in 2020 to 837.5 billion yuan in 2025.In recent years,China’s life beauty industry has gradually become a new consumption hot spot.The life beauty industry has made great achievements,but there are still many problems in the industry.Such as lack of brand management awareness,lack of service technology accreditation access agencies,exaggerated product effects,false publicity hype,low quality of employees,etc.,These problems restrict the benign sustainable development of the industry.R Enterprise is a national direct chain life beauty enterprise,and its jurisdiction area D is the management area of the enterprise in a fourth-tier city in the Central Plains.It has been more than 20 years since the opening of 6 direct chain stores distributed in the region,and the regional stores have accumulated good customer resources and reputation in the past operation process.In recent years,due to the impact of China’s economic restructuring,COVID-19 epidemic and industry market competition,R enterprises in the D area of customer satisfaction decline,stock customer loss,limited incremental customers.Therefore,on the basis of extensive research on domestic and international customer satisfaction literature,through interviews and AHP,the customer satisfaction evaluation models of R enterprises and D regions are established.Combined with Likert scale,questionnaire survey method is used to investigate and analyze customer groups.The questionnaire was designed on 14 levels including 4 dimensions of brand image,customer expectation,perceived quality and perceived value.The survey was conducted online and offline.SPSS was used to test the reliability and validity of the reclaimed data,and it was found that: The stores in area D of R enterprise have obvious advantages in service quality and service attitude,but the deficiencies in product cost performance,after-sales service,personalized expectation,reputation and brand image,etc.,have lowered the overall customer satisfaction.In view of the specific problems existing in area D of R enterprise,this paper refers to the relevant theories of customer satisfaction(Customer delivered value theory,Customer relationship management theory,Customer life cycle theory).In the following chapters,corresponding improvement strategies are put forward in terms of reasonable product recommendation,effective display of product value,standardized pre-sales service,positive influence on word-of-mouth,addition of after-sales positions,improvement of after-sales system,whole-process expectation management of customer experience and expansion of enterprise brand communication channels,etc.At the same time,measures and suggestions on implementation guarantee are put forward in terms of manpower,capital,technology and system. |
