CuiShao Property Group - Customer Satisfaction Study on CuiShao Outlet Mall
Company overview
CuiShao Property Group Co., Ltd. is a large state-owned enterprise under the CuiShao Group, specializing in real estate development and operations. The company focuses on the development and management of diversified projects including urban complexes, premium residential properties, and commercial real estate. In recent years, CuiShao Property has actively advanced its "real estate plus commercial" dual-drive strategy, investing in and constructing multiple CuiShao Outlet Industry Complex projects in Fengshan, Beijing; Huzhou, Zhejiang; and Wan Ning, Hainan. These projects explore a multi-functional urban operation model centered on outlet retail.
Research background
As the CuiShao Outlet network gradually takes shape across multiple cities, the need to further enhance the operational efficiency of commercial complexes, strengthen customer loyalty, and optimize overall service quality has become a key focus for the company. Some projects currently face challenges such as fluctuating foot traffic, uneven merchant distribution, and inconsistent customer satisfaction levels. To gain a clear understanding of actual consumer experiences and needs, and to systematically evaluate current service performance, CuiShao Property has commissioned a third-party research institution to conduct a customer satisfaction study.
Research scope
In April 2015, CEIDEA Research was engaged by CuiShao Property to carry out a customer satisfaction survey across three CuiShao Outlet Mall complexes located in Fengshan, Beijing; Huzhou, Zhejiang; and Wan Ning, Hainan. The study combined quantitative questionnaire surveys with qualitative focus group discussions, primarily assessing customer satisfaction regarding product variety and pricing, mall service quality, on-site facilities, effectiveness of promotional activities, and the overall shopping environment. Additionally, consumer feedback was collected on the mall's overall image, service improvements, brand introductions, and convenience of consumption.
Expected outcomes
The final report will comprehensively present the current status and shortcomings of CuiShao Outlet operations across the three locations from the customer's perspective. Based on customer feedback, a satisfaction model will be developed to identify key factors influencing customer repeat visits and word-of-mouth recommendations. The research findings will provide strategic decision support for CuiShao Property in optimizing product mix, improving service standards, planning commercial facilities, and enriching market engagement activities. Additionally, the study will serve as data and strategic reference for future CuiShao Outlet project developments.
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