《A Service Project Designed to Improve Profit of OK Store.doc》由会员分享，可在线阅读，更多相关《A Service Project Designed to Improve Profit of OK Store.doc（35页珍藏版）》请在三一办公上搜索。
1、 A Service Project Designed to Improve Profit of OK StoreSubmitted by Liu XianhuiStudent ID number W2006A3104J0002 Supervised by Lu Xin A paper submitted in partial fulfillment of the requirements of the degree of Bachelor of ArtsThe Institute of Online EducationBeijing Foreign Studies UniversityJun
2、e 2009北京外国语大学网络教育学院学士学位论文诚信声明本人郑重声明： 所呈交的学士学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。论文所涉及的项目为本人亲自负责或者参与实施的项目。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品成果。本人完全了解本声明的法律结果由本人承担。学士学位论文作者签名：刘贤惠 日期：2009年 6 月 28 日摘要OK服饰店位于浙江省绍兴市越都商场，创建于1997年，目前拥有2名员工，面积41平方米。本文作者主要负责OK服饰店的经营。到2008年5月为止，顾客流量减少，销售额急剧下降，主要原因是我们没有取得顾客的完全信任
3、，顾客不相信我们的眼光，沟通不成功。对许多的顾客顾客而言，服务就是一切，在当今的商业社会中，商品的价格已不再是提高店铺竞争力的唯一手段，服务显得日益重要。一般来说，杂牌店铺售出的服装质量比不上专卖店，品牌店，只有在服务上下些功夫才能弥补这些不足，OK服饰店可以力争做到服务尽善尽美，运用灵活的经营方式制定顾客服务策略获得市场。做生意，OK服饰店面对的是广大的顾客，但是顾客各种各样，要求千差万别，如果卖一样的货物，用一样的接待方式，买卖就很难成交，众人的需要就无法得到满足，只有“想客所想，投客所好”的办法，才能使顾客称心如意。主要表现在我们不了解顾客的需求，缺乏与顾客沟通的技巧，责任心不足等方面。
4、服务多一点，满意多一点，全方位地满足顾客需求，留住顾客。本项目设计假设通过重新装修本店,改善顾客的购物环境，明确顾客的需求，掌握待客服务的技巧，使本店今年头五个月的营业额比去年同期提高10%，利润提高15%。本项目前期实施通过六个月的顾客面对面的问卷调查、SWOT分析法等研究方法找出提高顾客服务质量的途径.中期通过项目进度流程表等形式来检查和保证设计内容得到及时调整和如期完成.后期五个月主要采取前后营业额，利润的对比来进行评估.通过一年多的努力,我们意识到顾客服务是一个系统，连续的过程，仅靠一两次的与客户沟通是无法满足客户全方位需求及有效提高店铺竞争力的，我们要想方设法去了解顾客的需求，从顾客
5、的需求出发，不断丰富和完善服务内容，逐步形成内容完整，要求严格，灵活性强的服务体系.在完整性上，我们不仅重视售中，售后，也要加强售前服务，我们要主动地征求顾客的意见，解决顾客遇到的各种问题，用良好的服务吸引新的顾客。本项目设计旨在通过改善购物环境，实现服装款式多样化，掌握待客服务的技巧，提高顾客服务质量,使营业额和利润均获得了预期的效果.实践证明提高顾客服务质量可以提高店铺的营业额和利润.关键词：购物环境 ；服务技巧 ；营业额和利润AbstractThe OK Shop locates YueDu Emporium in Shaoxing City, Zhejiang Province, wh
6、icht first opened in 1997. it has two employees, with an ares of 41 square meters. In May 2008 to date, fewer and fewer customers come to our store and rate of making a successful deal is low , the main reason that we do not have access to the full trust of customers, because they do not trust our t
7、aste and the communication is unsuccessful. For many customers, service is everything. If a customer gets a very bad service in a store, he might not go shopping there any more. On the other hand, if a store offers superior service, even if the price is higher, he will usually remain loyal to that s
8、tore. in todays business world, the prices of commodity is no longer the only means to improve the competitiveness of shops and services is more and more improtant. Generally speaking, the quality of clothing non-brand-name sold in stores can not compare the quality of brand shops, only in some effe
9、ct to do service perfect clothing , using a flexible way to gain market strategies for customer service. But the employees in OK Store are still with customers the lack of communication skills, responsibility ,etc. Customer service is originated in a belief: customers are always right. This may not
10、necessarily entirely right, but customers are always customers!This project presents the hypothesis that the customer service of the shop will directly influence the amount of income. More than satisfied service omni-directionally, satisfy customer demands,so as to retain customers. The project desi
11、gn by redecorating store, improve customer shopping environment, understanding the customers needs and skills of customer service, We make this the first five months of this year than the turnover of the same period last year increased by 10, profit up by 15.This project implementation through the s
12、ix months of customer face-to-face questionnaire, SWOT analysis and other methods to find ways to improve the quality of customer service. The mid-through Flow chart the progress of the project” and other forms to check and ensture the timely adjustment of the design elements and be completed on tim
13、e. Five months later, mainly adopts the turnover of profits and evaluate to contrast .Through the efforts of a year, we are aware that customer service is a systematic, continuous process, with only one or two customers can not meet customer demand and improve all-round competitiveness shop. We shou
14、ld try to understand the needs of customers, from the customers needs, and constantly enrich and improve the service, and gradually form a complete, demanding flexibility of the service system. In integrity, we not only attaches importance to the sale, the sale, but also to strengthen the pre-sale s
15、ervice, we have to take the initiative to seek the views of customers to solve the various problems encountered by customers with good services to attract new customers. The project design aims to improve the shopping environment and realize the diversification of clothing styles and master the skil
16、ls of hospitality services, improve customer service quality, make turnover and profits are the expected effect. Practice has proved that to improve the quality of service customers can improve the shop turnover and profits.Key words: shopping environment; customer service skills; customer needs; tu
17、rnover and profitsTable of ContentsPages1. Introduction 12. Problem Identification and Analysis1 2.1 Problem1 2.2 SWOT analysis 3 2.2.1 Strengths32.2.2 Weaknesses42.2.3 Opportunities4 2.2.4 Threats4 2.3 Results of problem analysis43. Project Objective and Hypothesis8 3.1 Project objective8 3.2 Proje
18、ct hypothesis94. Project Rationale95. Project Design 11 5.1 Planning activities11 5.1 .1 people involved and responsibilities11 5. 1. 2 Activities with time-scale12 5.2 Costing14 5.3 Risks analysis14 5.4 Mangment and control 156. Project Implementation15 6.1 General introduction of time, place of pr
19、ojectimplementation15 6.2 The working step of implementation157. Results and Discussion15 7.1 Results15 7.2 Discussion178. Conclusion18Bibliography21Appendix 1.22Appendix 2. 23Appendix 3. 13Appendix 4.24A Service Project Designed to Improve Profit of OK STORE1. Introduction The OK Apparel Shop locat
20、ed in YueDu Emporium, which is in the busiest street in Shaoxing City,Zhejiang Province. With the growing number of clothing stores and the outbreak of the financial crisis,all clothing stores are purchasing from Hangzhou. As a results, the stores will be facing many problems in order to keep a foot
21、hold. According to my sales experience for many years and observation in the recent months, the quality of the service provided for customers has become increasingly important, which directly impacts on the sales volume of the stores. Customers are the sources of all the achievements and incomes, th
22、e blood of a shop. Customer service is an important component of raising imcomes and is the highest doctrine. Customers are those to whom we should give the highest courtesy. Therefore, improving customer service is the most urgent problem which needs to be resolved. As the owner of this Shop, I hav
23、e the responsibility, together with my sister as well as the salespersons, to work on improving customer service and only by concentrating our efforts in customer service can the OK Apparel Shop keep a foothold here and raise the incomes. 2. Problem Identification and Analysis2.1 ProblemThe OK STORE
24、 profileIt was as early as August, 1997 when the OK Apparel Shop first opened in YueDu Emporium Shaoxing City Zhejiang Province. YueDu Emporium is the place leading fashion in Shaoxing City where the clothing stores have good reputation among local people, because of splendid styles, quick updating
25、and many good brands,and an attractive 90 percent off than the brand price. Therefore a lot of customers come here shopping. Because of the large flow of people, the rent of the stores is almost as high as that of those frontage stores. My Shop covers more than 40 square meters and has two employees
26、Current situation of the clothing marketBecause of the financial crisis, peoples consumption level drops and many high-end consumer groups begin to join the lower-levels, that is to say, a shift happens from brand-name consumption into consumption of other miscellaneous brands. As a result of more p
27、eople in the lower-level consumption groups,together with their largely increased purchasing power, the stores, including mine, which sell other miscellaneous brands, are now gaining more and more chance. The styles similar to many famous brands can be found in my Shop, and the price is much lower,
28、even one-tenth of the price of the famous brand. However ,fewer and fewer customers come to our store and the rate of making a successful deal is low. The reason are various, like the price is much too high, or having no fancy to the styles, or having fancy pants but without any matching dresses, or
29、 having fancy dresses but without no pants or skirts to match. In short, we do not have access to the full trust of customers because they do not trust our taste and the communication is unsuccessful.Customers profileFor many customers, service means everything. If a customer gets a very bad service
30、 in a store, he might not go shopping there any more. On the other hand, if a store offers superior service, even if the price is higher, he will usually remain loyal to that store. Customer service is originated in a belief: Customer are always right. This may not necessarily entirely right, but cu
31、stomers are always customers!After customers pay for their purchase, customers receive a smile and a warm “ Thank you.” from the clerk.People are shopping in a store, often have this kind of situation happened, should not buy things at once bought. The reason is for a shop assistant on the patient,
32、serious demonstration of the enthusiasm of other consumers recommend, it will lead to a trade. Sometimes people have the impulse to.When customers come into a store, they will be treated as honored guests. They usually dont expect to see the salespeople just sitting there watching TV or playing card
33、s or chatting online or reading newspaper. On the contrary, they expect service with courtesy and warmth like a VIP who will get cordial greet and assistance by the salespeople in finding what they need. When customers see the salesmen working busily without playing any cards or chatting online, the
34、y would believe that business here is good and certainly clothes here are good too. And as a result, they would naturally walk in and take a pick.Everyone likes good-looking, when your shop with a good-looking clothes, customers will be pretty to see when passing through into the store to see if the
35、re is the fit does not have its own, when customers walked into the shop, the salesperson should be our first greeting to “Welcome, please just look at the (mandarin)!” When customers look at a model to stay when the product selling point of the function and style to introduce and recommend its tria
36、l, “Sister/Miss, the models are the most popular styles this year, with certain advantages, certain people have purchased, especially the right to wear them, you try.” And take the initiative to ask their code number, and check off the goods and deliver them the hands of customers. If the customer s
37、elected a clothing section, it is necessary to timely praise her good vision. “Big Sister/ Miss, you look very good, you are elected our most popular models, I will pack it well. When customers try on clothes after a paragraph, try not to ask after customers feel. We should take the initiative, said
38、: “You wear this style and was wearing a very appropriate.” Customers do not buy when the pick. “No problem, you are welcome to visit again, so-and-so when we have new stock, when there is fit again.”2.2 SWOT analysis:2.2.1 Strengths The OK Apparel Shop has a good location, which is by the side of t
39、he busiest street of Fuheng. The storefront which OK Apparel Shop rents is owned by a company, so the rents are lower than others by 20 to 40 thousand RMB per year The storefront is large in area with more goods laid inside, which makes it much more convenient for customers to pick and try on clothe
40、s. This Shop is an old store, which has been on business for more than a decade. In the eyes of customers, the Shop sells at a fair price and the goods are pretty good with relatively new styles. Customers are treated with good service and courtesy whether they buy or not, as a result, we have a reg
41、ular group of loyal customers. Now my sister and I are purchasing all the goods by ourselves, so that customers of different ages have various clothes to choose. In addition, we have already refurbished the store, installed monitoring equipment, and set and separated two fitting rooms. Different kin
42、ds of music are played every day in the Shop as well.2.2.2 Weaknesses Our service mode is already outdated. Shop clothing display unattractive Varieties suitable for our range of goods is too narrow. More than forty-years-old womans clothing is less. The entertainment industry has a success rate of
43、girls is relatively low.2.2.3 Opportunities Because of the financial crisis, peoples consumption level drops and many high-end consumer groups begin to join the lower-levels, that is to say, a shift happens from brand-name consumption into consumption of other miscellaneous brands. As a result of mo
44、re people in the lower-level consumption groups, together with their largely increased purchasing power, the stores, including mine, which sell other miscellaneous brands, are now gaining more and more chance. we have two people shop stock, At the moment when the cold when the hot weather, people da
45、re not purchase the majority, we still the same as before every two days or three days to purchase, so the new one to us than others. Our stock prices cheaper to others. We have two people replenishing goods, the range of goods are borad than others.2.2.4 ThreatsThe quality of our clothing is not ve
46、ry good, in order to retain more customer.We cant control our emotions, our emotions are fickle.2.3 Customer needs and wants analysisIn order to get the clear information about customer service opinions and expectation concerning purchase clothing, include salespersons manner, price, feel, style and
47、 background so on. We made face-to-face interviews with 100 clients. We also prepare some questionnaire as following:1) Whether shop employees manner can affect your shopping decision? 2) When you buy clothes, what are the factors that may affect your purchase decision?3) Which kind of background mu
48、sic do you like under the below purchasing the clothing?4) You hoped enters when the clothing store first hears or saw is Feedbacks and comments:After several months of careful investigation and analysis, we received some feedbacks as list:77 customers think salespersons manner can affect their shopping decision.when they buy clothes, 80 customers think style and 51 think price and 26 think the
