Enhancing customer satisfaction of a graphic design firm in Chengdu, China

Abstract

This research applies a mixed method, which aligns with qualitative and quantitative research. The major research objective is to study the factors affecting customer satisfaction in the graphic design industry in Chengdu, China. It was carried out in Chengdu Golden Wave Advertising Company. The research instruments are questionnaire and interview, and the sample size is 103 respondents. Multiple linear regression was used as the inferential analysis to test the hypotheses and interviews were applied to support and confirm quantitative results. It can be concluded from the research findings that all five factors, which are product quality; communication, service quality; price, and teamwork, have a significant impact on customer satisfaction. Therefore, for recommendations, the company needs to provide high-quality products at reasonable prices, provide customers with quality services, and achieve the best results through team cooperation and communication to enhance customer satisfaction.