百货类商场客户服务管理研究-以徐州某购物中心为例

With the increasingly fierce market competition, customer services are increasingly important role in enterprise development, and fundamentally affect the company‘s competitiveness in the industry. In this paper, take a shopping center in Xuzhou as example, based on field survey collected questionnaires, using SPSS statistical software, sample data, the factor analysis and cluster analysis, out of a can lead to customer satisfaction of the three factors, and thus the sample classification. Affect customer satisfaction for the services of three key factors perceived quality, product image and service processing. The results showed that three factors influence each other, the common positive influence on overall customer satisfaction. Clustering analysis, the customers are divided into five categories, analyzes the characteristics of each type of customer and customer satisfaction factors, this article, and give this shopping center four suggestions on customer service management: customer segmentation, customer relationship maintenance, training staff and service excellent remedy.