Guangdong Tianhe City Department of Department Store - Customer Satisfaction Study
Company overview
Tianhe City Department Store is part of the Guangzhou Tianhe City Group and is a large, comprehensive department store located in the core commercial district of Guangzhou. With a long history and significant influence, it has served as a prominent urban commercial landmark integrating retail, dining, entertainment, and leisure. For years, it has attracted a wide range of both domestic and international premium brands. Thanks to its prime location, extensive product range, and high-quality service, the department store has earned a strong reputation among consumers. Situated in the most bustling Tianhe Road commercial area, it sees massive daily foot traffic and plays a vital role in driving local commercial prosperity
Research background
As consumer expectations for service quality and shopping experiences continue to rise, Tianhe City Department Store faces multiple challenges, including brand portfolio optimization, business model upgrading, and service level improvements. To further enhance its overall competitiveness, the management team aims to scientifically adjust product structures and service strategies. By conducting an in-depth customer satisfaction survey, they intend to comprehensively understand the real opinions and latent needs of both customers and merchants regarding the mall's current operations, identify existing operational issues and improvement opportunities, and provide robust data support for future optimization efforts.
Research scope
In May 2017, CEIDEA Research was commissioned by Tianhe City Department Store to conduct a customer satisfaction study of the department store. Given the dual nature of its customer base, the research focused on two core groups: first, consumers visiting the store for shopping, and second, long-term merchant tenants operating within the mall. The research team employed a combination of questionnaire surveys, in-depth interviews, and on-site observations to systematically evaluate the mall across multiple dimensions, including product diversity, service attitude, shopping environment, operational facilities, promotional activities, and brand mix. The study aims to provide a comprehensive and objective reflection of the mall's overall performance as perceived by customers and merchants.
Expected outcomes
This customer satisfaction study will deliver a systematic diagnostic report on the current state of satisfaction, helping the department store clearly identify strengths and weaknesses in service, product offerings, supporting facilities, and operational strategies. Additionally, by in-depth analysis of customer and merchant feedback, the study will provide scientific decision-making support for key areas such as brand portfolio optimization, service process redesign, promotional campaign planning, and retail format adjustments. This will enable Tianhe City Department Store to continuously enhance customer experience in a highly competitive commercial environment, thereby strengthening market appeal and brand loyalty.
Scan to add our research consultant