A Study on the Influencing Factors of Customer Satisfaction in Anyang Wanda Plaza

Abstract

Against the backdrop of consumption upgrading and increasingly fierce commercial competition, customer satisfaction has become a key indicator of the core competitiveness of commercial complexes. As a landmark commercial complex in Anyang City, the operational quality and customer satisfaction with Anyang Wanda Plaza directly affect the regional commercial pattern and its own sustainable development. In recent years, with the rise of other local commercial projects and the impact of online consumption, Anyang Wanda Plaza is facing the dual challenges of customer diversion and demand iteration. Consumers have increasingly high requirements for commodity cost-effectiveness, service professionalism, shopping environment comfort, marketing activity attractiveness, and travel convenience. Improving customer satisfaction has thus become a crucial task for the plaza to maintain its leading position in the market.
The specific research objectives were as follows: 1. To explore whether commodity factors have a significant positive impact on customer satisfaction with Anyang Wanda Plaza; 2. To explore whether service factors have a significant positive impact on its customer satisfaction; 3. To explore whether environmental factors have a significant positive impact on its customer satisfaction; 4. To explore whether marketing factors have a significant positive impact on its customer satisfaction; 5. To explore whether convenience factors have a significant positive impact on its customer satisfaction.
This study adopted a quantitative research methodology, and the research results show that the key influencing factors exert a significant positive impact on the overall customer satisfaction with Anyang Wanda Plaza, with the specific suggestions as follows:1. For commodity factors, Anyang Wanda Plaza should enrich commodity categories, strengthen quality control, optimize pricing, and accelerate the update of commodities and brands; 2. For service factors, Anyang Wanda Plaza should carry out employee training, optimize response processes, improve after-sales service, and upgrade service facilities; 3. For environmental factors，Anyang Wanda Plaza should integrate local culture to create characteristic scenarios, strengthen hygiene management, and optimize space, temperature and noise control; 4. For marketing factors, Anyang Wanda Plaza should innovate promotion forms, upgrade the membership system, conduct precise publicity, and increase the frequency of customer interaction; 5. For convenience factors, Anyang Wanda Plaza should optimize transportation and parking facilities, improve surrounding business formats to build a one-stop consumption ecology, so as to comprehensively improve customer satisfaction with Anyang Wanda Plaza. The research results can not only provide empirical basis for Anyang Wanda Plaza to optimize its business strategies and improve service quality but also serve as a reference for customer satisfaction management of similar commercial complexes.

Keywords: Anyang Wanda Plaza, customer satisfaction, influencing factors, commercial complex