Nanjing Jingfeng Center - Retail Mall Service Improvement Study
Case Details
Company Overview The Nanjing Jingfeng Center is a large-scale comprehensive commercial complex located in Jiangning District, Nanjing. It integrates diverse business formats including shopping, dining, entertainment, and office spaces. As a well-known commercial landmark in the region, the Jingfeng Center attracts a large number of consumers due to its diverse brand portfolio and high-quality customer experience. The center places strong emphasis on service quality, consistently prioritizing customer experience and continuously exploring and innovating service offerings to maintain its competitive edge in the fiercely contested commercial market.
Research background
As commercial competition intensifies and consumer demands continue to rise, improving mall service quality has become a critical measure for commercial centers to enhance their competitiveness. The Nanjing Jingfeng Center aims to evaluate its current service performance through more scientific and data-driven methods, enabling precise operational optimization in the future. To this end, in December 2023, the Jingfeng Center commissioned CEIDEA Research to conduct a mystery shopper study, using a simulated consumer scenario to comprehensively assess service processes and employee performance, identifying service issues and improvement points.
Research scope
This study employs the mystery shopper method, with CEIDEA Research deploying trained mystery shoppers who visit various business segments at the Nanjing Jingfeng Center—including retail stores, dining areas, parking lots, and customer service centers—while acting as ordinary consumers. Based on pre-defined evaluation criteria, the mystery shoppers rate and record service performance across dimensions such as service attitude, response speed, environmental cleanliness, guidance quality, and overall customer satisfaction. The study aims to identify potential service deficiencies through real-world experiences and evaluate the end-to-end quality of service from customer entry to exit.
Expected outcomes
Following this mystery shopper study, the Nanjing Jingfeng Center will receive a detailed service quality assessment report. The report will include an analysis of strengths and weaknesses within existing service processes, along with specific, actionable improvement recommendations. The findings will enable the center to optimize service in weak areas, enhance overall customer experience, and strengthen customer loyalty.
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