新零售背景下顾客体验感测评体系构建研究——基于层次-主成分分析法

Research on Constructing the Evaluation System of Customer Experience Under New Retail Background--Based on Hierarchy-Principal Component Analysis

新零售背景下,顾客的体验直接影响门店的运营。因此,零售企业更加注重顾客体验。顾客体验感测评体系是判断顾客体验感的重要依据。将新零售背景下顾客体验感作为决策层,将层次分析法的主观分析和主成分分析的客观分析相结合计算得出顾客体验感测评体系中各级指标的权重,构建新零售背景下顾客体验感测评体系。研究发现,影响顾客选择门店的各因素排序中,排在第一位的是价格体验,权重指数为0.211,是所有影响因素中唯一一个超过20%的指标。排在第二位的是商品与服务体验,权重指数为0.187,这说明在新零售背景下,顾客最关注的依然是门店的商品力和服务力。综合考虑顾客满意评价和影响顾客选择门店的重要性程度,分析各项指标归类的四个象限,由此可以看出,要提升新零售门店运营能力,并取得长足健康发展,就必须提升商品力和价格力、升级门店硬件配置、提升门店内涵建设等。

Under the background of"new retail",customer experience directly influences the operation of store,so retail enterprises pay more attention to customer experience,which is judged mainly by evaluation system.Taking customer experience based on the new retail background as the decision-making level,combining the subjective analysis of hierarchical analysis with the objective analysis of principal component analysis,the weight of all levels of indicators in the customer experience evaluation system is calculated,and the customer experience evaluation system under the new retail background is constructed.It is found that among the factors influencing customers′choice of stores,the weighting index of price experience,ranking the first,was 0.211,which was the only index exceeding 20%among all the influencing factors.The second place is the commodity service experience,with a weight index of 0.187,and this factor is on the top of 43-level indexes of the customer′s evaluation for new retail and traditional retail.This shows that under the background of the new retail,customers are still most concerned about the commodity and service of stores.By comprehensively considering the importance of evaluating customer′s satisfaction and influencing customer′s selection of store,this paper analyzes the four quadrants of each index classification,and it can be concluded that we must perfect the commodity,service,hardware,connotation construction of the store in order to improve the capability to run new retail stores and gain long-term healthy development.