Zhu Hai Hua Fa Group - Overall Satisfaction Survey of Subsidiary Enterprises
Company overview
Zhu Hai Hua Fa Group Co., Ltd. was established in 1980 and is one of the largest and most influential state-owned enterprise groups in Zhuhai City. Since 2016, the Hua Fa Group has consistently ranked among the Top 500 Chinese Enterprises and the Top 500 Chinese Service Enterprises. Since implementing the 'Transformation and Upgrading, Leapfrog Development' strategy in 2012, the company has continuously expanded its business scope, evolving from a regional real estate developer into a comprehensive group with four core business segments—urban operation, real estate development, financial services, and industrial investment—supported by two auxiliary sectors: commercial services and modern services. This has established a complete urban ecosystem value chain, positioning the group as a key force in Zhuhai's urban development.
Research background
As the enterprise advances toward diversification and group-level development, management effectiveness and service quality have become critical factors influencing overall operational efficiency and customer satisfaction. To gain a deeper understanding of the actual performance of internal service coordination and external customer service within the Hua Fa Group, identify existing gaps, and continuously enhance overall service capabilities and brand reputation, the group commissioned a third-party professional research institution to conduct a comprehensive satisfaction survey. The study aims to provide scientific data-driven insights to systematically optimize service levels and organizational efficiency.
Research scope
In April 2017, CEIDEA Research was commissioned by the Hua Fa Group to conduct a satisfaction survey among internal service recipients and external customer groups. The study covered various subsidiaries, project companies, and collaborative departments across different business units, as well as merchants and consumers served by the group's commercial projects. Through questionnaire surveys and in-depth interviews, the research systematically collected feedback and improvement suggestions from stakeholders on key dimensions including work response efficiency, service professionalism, communication effectiveness, level of cooperation support, and overall customer experience. The entire research process—including study design, data collection, quality control, and analysis modeling—was managed by CEIDEA Research, with relevant departments of the Hua Fa Group assisting in project execution and feedback gathering.
Expected outcomes
The final report will present an objective and comprehensive assessment of the Hua Fa Group's satisfaction levels in internal service coordination and external customer service, along with identified issues. By establishing a satisfaction evaluation model and industry benchmarking framework, the report will provide strategic guidance for the group to identify core weaknesses, optimize service processes, improve organizational coordination efficiency, and enhance customer experience. This will support the Hua Fa Group's advancement in service capabilities and brand competitiveness, laying a solid foundation for its sustained, high-quality development.
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