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With sustained and rapid development of Chinese economy and technology innovation of modern science, customer needs are changing with the times. Especially for supermarket companies which concern more on services, they are facing the competition from the fierce and changing market. Especially for high-end customers, the overall level of development and services concept offered by the hi-end retail industry has not adapt to the modern market economy, by the way it was challenged by domestic and international competition. We can have a concept, customer value is the core of full-service, through understanding the customer’s values, enhance the customer experience, perception, and ultimately achieve customer satisfaction, final target is to ultimately win the market and long-term stable profits.Critical incident technology that can quantify the research played on the effectiveness of research purposes for CS Company. At present, testing on such as retail, education. Management, relationship management and other areas of exploratory research proved its reliability and validity is very high. This article introduces the critical incident technology and applies it to research customers’switching behavior, by distributing more than 500 copies of questionnaires. Studies have shown that four major categories of issues that affect customers, the most important factors are products, hardware environment, personnel services and other value-added services. Obviously, different factors on customer satisfaction have different reactions. Through further analysis, we found that more than 85% of customers are due to multiple factors’affection, service awareness far failed to keep up with the hardware environment of high-grade high standards.Through the analysis of customer’s switching behavior, we find high-end retail services problems, and finally propose solutions to improve according to customer value theory.
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