ShiningHouse - Consumer Satisfaction Study
Company overview
ShiningHouse, officially known as Guangdong ShiningHouse International Jewelry Co., Ltd., was founded in 2002. Its predecessor, Dongguan Zhenjin Diamond and Jewelry Shop, was established in 1997. It is a multinational jewelry group specializing in diamonds and bare diamonds. The company is headquartered in Guangdong, China, and registered as France ShiningHouse International Group Co., Ltd. in Hong Kong in 2002. As an integrated enterprise specializing in design, R&D, processing, sales, and service, ShiningHouse has gained widespread acclaim in the jewelry industry for its exceptional craftsmanship and romantic aesthetic philosophy, committed to delivering premium, high-end diamond jewelry and personalized services. The brand has established a strong reputation in the premium custom jewelry sector, with stores now operating in multiple key cities across the country.
Research background
As consumer demand for jewelry products has evolved from simple functional needs toward emotional experiences and service nuances, jewelry brands now face not only competition in product quality but also in overall service experiences. To continuously enhance customer satisfaction and brand loyalty, ShiningHouse aims to systematically understand the actual experiences and unspoken needs of consumers in the Guangdong, Hong Kong, and Macau region—particularly during the purchase journey and post-purchase after-sales services. This study seeks to provide data-driven insights to further optimize outlet layouts, strengthen customer service systems, and solidify its competitive advantage in the premium jewelry market.
Research scope
In April 2011, CEIDEA Research conducted a customer satisfaction survey on ShiningHouse's retail outlets across the Guangdong-Hong Kong-Macau region, on behalf of the company. The study employed a mixed-method approach combining questionnaire surveys and in-depth interviews, evaluating key dimensions such as channels for product information reception, store check-in processes, sales experience, consumer preferences, and post-purchase service satisfaction. Special emphasis was placed on customers' authentic perceptions and improvement suggestions regarding emotional engagement, professional consultation, custom design processes, and after-sales support. The research sample included both first-time and repeat customers to ensure data representativeness and validity, providing in-depth insights into the full customer journey and service ecosystem.
Expected outcomes
This study will enable ShiningHouse to comprehensively understand the key concerns and improvement needs of consumers in the Guangdong region during both the shopping and after-sales service processes. The findings will provide precise data support for enhancing store reception standards, optimizing consultant service workflows, and improving post-sales response mechanisms. Additionally, the research outcomes will serve as strategic reference for future store network planning, customer relationship management, and brand communication strategies, helping the company build a higher standard of customer satisfaction, strengthen its professional image, and enhance its brand influence in the premium jewelry consumption market.
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