A Service Project Designed to Improve Profit of OK Store

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1、 A Service Project Designed to Improve Profit of OK StoreSubmitted by Liu XianhuiStudent ID number (W2006A3104J0002) Supervised by Lu Xin Associate professor Feng Yajuan A paper submitted in partial fulfillment of the requirements of the degree of Bachelor of ArtsThe Institute of Online EducationBei

2、jing Foreign Studies UniversityJune 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

3、，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，顾客不相信我们的眼光，沟通不成功由于服装店的不断增多，消费者可选择的机会越来越大。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

4、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。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

5、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 ShopStor

6、e is locates YueDu Emporiumed in Shaoxing City, Zhejiang Province, whichit first openwas founded 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

7、 not have access to the full trust of customers, because they do not trust our taste 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 super

8、ior service, even if the price is higher, he will usually remain loyal to that store. customers, sales fell sharply reduce flow, the main reason is due to the due to the increasing of clothing, consumers can choose bigger opportunity. Improper structure iIn todays business world, the prices of commo

9、dity is no longer the only means to improve the competitiveness of shops and, 断句services is increasinglymore 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 effect to do service perfect clothing ,

10、using a flexible way to gain market strategies for customer service. Business , OK clothing store has the vast number of customers, but the customers requirements, various ways. If you sell the goods,as well as in the same way, trading is difficult to receive all the needs , cannot satisfy customer

11、want to only “ The customer would like to think what the public wants to vote off” good way which guest, can make customers satisfied. But the employees in OK Store are still with customers the lack of communication skills, responsibility ,etc.背景介绍的有些过多。 Customer service is originated in a belief: c

12、ustomers are always right. This may not 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

13、as to retain customers. The project design 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.T

14、his project implementation through the six 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

15、 design elements and be completed on time. Five months later, mainly adopts the turnover of profits and evaluate to contrast .Through the efforts of a year, Project for more than a year, improper structurewe are aware that customer service is a systematic, continuous process, with only one or two cu

16、stomers can not meet customer demand and improve all-round competitiveness shop. We should 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 n

17、ot only attaches importance to the sale, the sale, but also to strengthen the pre-sale service, 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 sho

18、pping environment and realize the diversification of clothing styles and master the skills 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

19、and profits.Key words: shopping environment; customer service skills; customer needs; turnover and profitsTable of ContentsPages1. Introduction 172. Problem Identification and Analysis17 2.1 Problem17 2.2 SWOT analysis Problem analysis39 2.2.1 Strengths32.2.2 Weaknesses42.2.3 Opportunities4 2.2.4 Th

20、reats4 2.3 Results of problem analysis4103. Project Objective and Hypothesis817 3.1 Project objective817 3.2 Project hypothesis9184. Project Rationale918 4.1 Consumer purchase motivation18 4.2 Biliography215. Project Design 1122 5.1 Planning activities1122 5.1 .1 people involved and responsibilities

21、11 5. 1. 2 Activities with time-scale12 5.2 Costing1422 5.3 Risks analysis1423 5.4 Mangment and control 156. Project Implementation1524 6.1 General introduction of time, place of projectimplementation1524 6.2 The working step of implementation15247. Results and Discussion1524 7.1 Results1524 7.2 Dis

22、cussion17278. Conclusion1828Bibliography2130Appendix 1.2231Appendix 2. 2332Appendix 3. 1333Appendix 4.243439A Service Project Designed to Improve Profit of OK STORE1. Introduction The OK Apparel STORE Shop located in YueDu Emporium, which is in is one ofn the busiest street most lively clothing stor

23、es in Shaoxing City,Zhejiang Province shopping centers., Wwith thmore and to open more e growing number of cclothing stores and the outbreak of the open in the same shopping area, but also inas well as the impact of financial crisis,all clothing stores are purchasing from Hangzhou. As a results, the

24、 stores will be facing many problems in order to keep a foothold. , the economy is more and more depressed, more and more difficult business to do, themy shop is faced with many problems.questions, it is now purchasing the same channels- in Hangzhou, variety of goods is almost the same, to my shop a

25、 foothold in such a case what do you mean by that ?, According towith my my years of sales experience for many of several years and a few months observation in the recent months, the quality of the service provided for I find found the customers has become increasingly important, which directly impa

26、cts on the sales volume of the stores.areis in the commercial management link and are the most important character., Ccustomers are the stores sources of all the achievements performance and incomes, the blood customers are an integral part of athe shop., the Customer service is an important compone

27、nt of raising imcomes and is the highest doctrine. Customers are those to whom customer is a human who leads buys must give the highest courteous reception.what do you mean by that? we should give the highest courtesy must improve the quality of service customers. Therefore, improving Especially, th

28、e influence of financial crisis and under the condition of economic decline, the customer wants to buy in the situation which does not want to buy. At this point, the customer service is very the most urgent problem which needs to be resolved. important to the service a direct impact on the success

29、of customers buy. As thean owner of this ShopOK STORE, I have the feel responsible ,responsibilityle, together with my sister as well as theand I cooperateion my salespersons, to work on improving making a success in the promotion of our customers service and. oOnly by improveconcentrating our effor

30、ts in customer service can, theTHE OK Apparel Shop keep a foothold here and raise the incomes.STORE will remain invincible, we will increase the income of the shop.2. Problem Identification and Analysis2.1 ProblemThe OK STORE profileIt was as early asIn August, 1997 when , the OK Apparel Shop first

31、opened in YueDu EmporiumSTORE was officially resisted in Shaoxing Ccounity Zhejiang Pprovince. YueDu Emporium is the place leading fashion in Shaoxing City where theIt sells dress, here fashionable clothing stores have good reputation among local people, because of splendid styles, quick updating an

32、d many good brands, affordable, our clothing store quick update. Many brand style here, and an attractive 90 percent off than the brand price is one-tenth of price of brand. Therefore a lot of customers come here shopping. , Bbecause of the large flow of people, the customers are more flow, where re

33、nt of the stores is almost s on par with the street as high as that of those frontagethe stores. My Shop It covers the more than area of 401 square meters and has; it is one of the largest shopping malls in Yuedu shopping center. There are fourtwo persons in the OK STORE.employeesCurrent situation o

34、f the clothing marketWith the economic downturnBecause of the financial crisis, , peoples consumption level drops and many high-end of decline in 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

35、.mption As a result of more people in the lower-level consumption groups,together with their largely increased purchasing power,from the previous turn to non-brand-name consumer brands, and this just fit our non-brand-name stores such as. Since the stores, including mine, which sell other miscellane

36、ous 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, 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

37、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 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

38、 taste and the communication is unsuccessful.same models of the same brand at our store the price of these brands are a fraction of the store or even one-tenth of. At present we are now passing a lot of the people into the shop a few people, the success rate is not high, or the price is too high, ca

39、n not talk, or watch is not in style, or is not pants with fancy clothes, fancy dress is not supporting clothes and so on, that is ,with bad.Customers profileFor many customers, service meansis everything. If a person receives poor customer gets a very bad service infrom a store, he probably will av

40、oid might not go shopping there in the future. any more.Discounted services, it means that the price of merchandise to be discounted, according to you the request of the quest willing to discount it? On the other hand, if a store offers superior service, customers often remain loyal to a business th

41、at has excellent service even if their price iss are higher, he will usually remain loyal to that store. Customer service is originated in a belief:the idea that “Customer is god.”are always right. This may not necessarily entirely right, but customers are always customers! After customers pay for t

42、heir 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, serious demonstration of the enthusiasm of other consu

43、mers recommend, it will lead to a trade. Sometimes people have the impulse to.When customers get to come into athe store, they will be treated as honored guests. Customers They usually dont wish find expect to seestore clerks the salespeople just sitting aroundthere watching TV or playing cards or c

44、hatting online or computer , play chatting, play cards and reading newspaper. Instead, 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.customers wish clerks greet them warmly and offer to

45、help them find what they want. When cCustomers see the salesmen working busily without playing any cards or chatting online, do not shop when the right action of the clerk are busy, and not more than play computer, chat and so on do the act, busy at the clerk to allow outside visitors go look at the

46、 eyes of . consider the business of the shop well, betterthey would believe that business here is better good and certainly clothes here ares, better good too. And as a result, they would naturally walk in and take a pick.s, now that, on the back to see into the subconscious, there is does not have

47、its own right, only to see many of the people, the business is like a good.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 there is the fit does not have its own, when customers walked into the sho

48、p, 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 trial, “Sister/Miss, the models are the most popular styles this year, with

49、 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 selected a clothing section, it is necessary to timely praise her good v

50、ision. “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: “You wear this style and was wearing a very appropriate.” Customers d

51、o 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 the busiest street of Fuheng. The storefront which OK Apparel Shop rents

52、 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 clothes. This Shop is an old store, which has been on business for more than

53、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 regular group of loyal customers. Now my sister and I are purchasing all t

54、he 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 kinds of music are played every day in the Shop as well.2.2.2 Weaknesses O

55、ur service mode is already outdated. Shop clothing display unattractive Varieties suitable for our range of goods is too narrow. More than , and our forty-years-old womans clothing is less.not good communication between people, resulting in less chance of the business, Tthe entertainment industry ha

56、s a success rate of 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 brand

57、s. As a result of more 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 ho

58、t weather, people dare 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.because as we rely on this st

59、ore style is attractive, the more you did not purchase the more business, we have two people shop stock, and we do not like the two eyes, as a result of our customers on a number of many, as radish , cabbage all the love.2.2.4 ThreatsThe quality of our clothing is not very good, in order to retain m

60、ore customer.No matter how little clothing but also work. After all, our stores are operating is not the brand, but now the economic downturn, people do not have money to buy expensive, so we accounted for a little advantage, however, if the economic recovery, the concept of peoples consumption will

61、 change, they think what our grade is not high. So we must also improve the quality of products, while at the same time improve our service levels to customers.We cant control our emotions, our emotions are fickle.SWOT 需要有表格的。 2.3 Customer needs and wants analysisIin order to get the clear informati

62、on about customer service opinions and expectation concerning purchase clothing, include salespersons manner, price, feel, style and 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 sh

63、opping decision? 2) When you buy clothes, what are the factors that may affect your purchase decision?3) Which kind of background music 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

64、 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 attitude of staff.67customers hoped enters when the clothing store first hears or saw is Non-word smile.73 customers like a gentle voice and 28 customers like lively tune under the below purchasing the clothing.About the customer service questionnaires survey results（number 100人）