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1.1General Statement of the Paper
Lotus is a subsidiary company of CP Group of Thailand which is a famous transnational corporation. Since it opened the first store in Pudong, Shanghai in 1997, there has been 77 stores all over the country. With the boom of the local stores and the other foreign stores such as Carrefour and Wal-Mart in China, it is a little hard for Lotus to occupy more market.
With the development of the economy, there has been fierce competition in products as well as service. Today’s successful companies have one thing in common: they are highly customer-centered. How to satisfy customers has become most companies’ first concern. They try their best to understand and meet the needs of their customers.
In this paper, the author will use the theory of customer delivered value to analyze the current condition of Lotus in Xuzhou and then give some advice to increase customer satisfaction.
1.2 Research Objectives and Research Significance
Research Objectives: Lotus in Xuzhou used to attract and satisfy the customers by low prices. But nowadays, customers focus on the shopping experience in the stores. The author tries to put forward the reasonable suggestions for Lotus in Xuzhou from the perspective of customers, which will help increase customer satisfaction.
Research Significance: In the paper, the author uses the theory of customer delivered value to analyze the current situation of Lotus in Xuzhou and gives some feasible advice. This paper is intended to be a reference for other stores and give some ideas to other companies.