1. Introduction

Urban complex is a comprehensive development project integrating commercial, office, residential, cultural, entertainment and other functions. It is an important carrier of urban development and a new consumption scene. With the acceleration of urbanization and the diversification of consumer demand, the number and scale of urban complexes continue to grow, becoming a new driving force and new bright spot of urban economy. However, the development of urban complex is also facing fierce competition and challenges, such as how to meet the personalized and differentiated needs of consumers, how to improve consumer experience and loyalty, and how to achieve the sustainable development of urban complex. In order to solve these problems, urban complex developers and operators need to conduct in-depth understanding and research on consumers, grasp consumer needs and expectations, evaluate consumer satisfaction and loyalty, find out the advantages and disadvantages of urban complexes, and formulate corresponding improvement and optimization measures.

Consumer satisfaction refers to the overall evaluation of products or services by consumers, is the subjective feelings and emotional reactions of consumers, and is an important indicator to measure the quality of products or services. The level of consumer satisfaction directly affects consumers' willingness to re-consume, word-of-mouth communication, loyalty, etc., and then affects the company's market share, profitability, and competitive advantage. Therefore, the survey of consumer satisfaction is an indispensable work for developers and operators of urban complex, and it is an important means to enhance the competitiveness of urban complex.

Taking Shangpu Consulting Company as an example, this paper introduces the methods and steps used in the survey of consumer satisfaction in urban complex, including determining the purpose of the survey, designing the research plan, selecting the research sample, formulating the research questionnaire, implementing the research work, analyzing the research data, writing the research report, etc. This paper also shows some of the results of the survey, including the overall satisfaction of consumers to the urban complex, the satisfaction of each dimension, the importance-satisfaction analysis, the portrait of consumers, the advice of consumers, and so on. The purpose of this paper is to provide a scientific, effective and professional consumer satisfaction survey method for urban complex developers and operators, so as to understand the needs and expectations of consumers, optimize the products and services of urban complex, and enhance the consumer experience and loyalty.

2. research methods and steps

1. Determine the purpose of the research

The purpose of the survey refers to the main objectives and expected results of the survey, which is the basis for guiding the design and implementation of the survey. When Shangpu Consulting Company conducts a survey on consumer satisfaction of urban complexes, it must first clarify the purpose of the survey, which generally includes the following aspects:

Understand the basic characteristics of the target consumer group of the urban complex, such as age, gender, income, education, occupation, place of residence, etc;

Understand the overall satisfaction of consumers to the urban complex and the satisfaction of each dimension, such as product, price, environment, service, convenience, safety, etc;

Understand the importance of consumers to the urban complex-satisfaction analysis, that is, which factors consumers think are most important to the choice and satisfaction of the urban complex, and how these factors actually perform;

Understand the consumer behavior and habits, such as consumption frequency, consumption time, consumption amount, consumption pattern, consumption motivation, consumption preference, etc;

Understand consumer psychology and attitudes, such as consumer confidence, consumer loyalty, consumer satisfaction, consumer sentiment, consumer values, etc;

Understand consumers' cognition and evaluation of urban complex, such as awareness, attention, reputation, image, competitiveness, etc;

Understand the suggestions and expectations of consumers for the urban complex, such as improvement opinions, demand demands, potential problems, future development, etc.

2. Design research plan

The research plan refers to the specific plan and arrangement of the research, which is an important guarantee to ensure the quality and efficiency of the research. When designing the consumer satisfaction survey program of urban complex, Shangpu Consulting mainly includes the following aspects:

Determine the scope and object of the investigation, that is, select the urban complex projects and consumer groups to be investigated, and determine the time, place and scale of the investigation according to the purpose of the investigation and resource conditions;

Determine research methods and tools, that is, select suitable research methods and means, such as questionnaires, interviews, observation surveys, etc., as well as corresponding research equipment and materials, such as electronic questionnaires, paper questionnaires, recording pens, cameras, cameras, etc;

Determine the research indicators and models, that is, according to the purpose and method of the research, design the content and structure of the research, determine the main problems and variables of the research, establish the theoretical framework and analysis model of the research, such as the satisfaction index model, the importance-satisfaction matrix model, the consumer portrait model, etc;

Determine the research process and personnel, that is, formulate the specific steps and time arrangement of the research, assign the responsibilities and tasks of the research, and determine the person in charge and participants of the research, such as the research team leader, researcher, data analyst, report writer, etc;

Determine the research budget and costs, I .e., based on the scale and difficulty of the research, estimate the total cost and individual costs of the research, such as labor costs, material costs, transportation costs, accommodation costs, catering costs, etc., as well as the revenue and profit of the research, such as consulting costs, reporting costs, copyright costs, etc.

3. Select the research sample

The research sample refers to a representative individual or unit drawn from the research object, which is the basic unit and data source of the research. When Shangpu Consulting Company selects the survey sample of consumer satisfaction of urban complex, it mainly includes the following aspects:

Determine the sample type, that is, according to the purpose and method of research, select the appropriate sample extraction method, such as random sampling, stratified sampling, group sampling, convenient sampling, judgment sampling, etc;

Determine the sample size, I .e., calculate the number of samples required based on the accuracy and reliability of the survey, which is generally estimated using the sample error formula or the sample size formula

Determine the sample distribution, that is, according to the scope and object of the survey, determine the spatial distribution and time distribution of the sample, such as according to the geographical location of the urban complex, functional type, scale level, etc., or according to the consumer's consumption time, consumption frequency, consumption amount, etc. for time-sharing sampling;

Determine the characteristics of the sample, that is, according to the indicators and models of the survey, determine the basic attributes and key variables of the sample, such as age, gender, income, education, occupation, place of residence, etc., as well as consumer satisfaction, importance, consumer behavior, consumer psychology, consumer cognition, etc.

4. Develop a questionnaire

A survey questionnaire is a standardized research tool used to collect survey data and is the main content and form of the survey. When Shangpu Consulting Company formulated the questionnaire on consumer satisfaction of urban complex, it mainly included the following aspects:

Determine the type of questionnaire, that is, according to the purpose and method of the survey, choose the appropriate form of questionnaire, such as structured questionnaire, unstructured questionnaire, semi-structured questionnaire, etc., as well as the corresponding form of questionnaire, such as electronic questionnaire, paper questionnaire, telephone questionnaire, etc;

Determine the structure of the questionnaire, that is, according to the indicators and models of the survey, design the content and order of the questionnaire, generally including the cover of the questionnaire, introduction,Text, the end and other parts, as well as the title, description, questions, options and other contents of each part;

Determine the type of questionnaire questions, that is, according to the variables and data of the survey, choose the appropriate form of questionnaire questions, such as single-choice questions, multiple-choice questions, fill-in questions, judgment questions, sorting questions, scale questions, open questions, etc., as well as the corresponding expression of the questions, such as direct questions, indirect questions, hypothetical questions, comparative questions, situational questions, etc;

Determine the length of the questionnaire, that is, according to the sample and efficiency of the survey, control the overall length of the questionnaire and the number of words of a single question. Generally, the length of the questionnaire should not exceed 10 pages and the number of words of a single question should not exceed 20 words, so as to improve the recovery rate and quality of the questionnaire;

Determine the questionnaire design, that is, according to the research tools and aesthetics, optimize the layout and format of the questionnaire, such as font, font size, color, spacing, alignment, numbering, charts, etc., in order to improve the readability and attractiveness of the questionnaire.

5. Implementation of research work

Research work refers to the collection and recording of data to the research sample according to the research plan and questionnaire, which is the core link of research. When Shangpu Consulting Company implements the consumer satisfaction survey of urban complex, it mainly includes the following aspects:

Training of investigators, I .e. providing necessary training and guidance to those involved in the investigation, such as introducing the purpose and significance of the investigation, explaining the methods and steps of the investigation, demonstrating the techniques and precautions of the investigation, distributing the equipment and materials of the investigation, etc., in order to improve the professional level and work efficiency of the investigators;

Assigning research tasks, that is, according to the scope and object of the research, reasonably allocate the research area and time, such as according to the geographical location, function type, scale grade, etc. of the urban complex, or according to the consumer's consumption time, consumption frequency, consumption amount, etc. to ensure the representativeness and coverage of the research;

Perform research operations, I .e., conduct specific research operations in a standardized manner based on research methods and tools, such as sending electronic questionnaires, dialing telephone questionnaires, distributing paper questionnaires, conducting interview questionnaires, conducting observation questionnaires, etc., to ensure the effectiveness and accuracy of the research;

Collect survey data, that is, according to the sample and length of the survey, timely collect and organize the original data of the survey, such as the recovery of electronic questionnaires, recording questionnaires, paper questionnaires, interview questionnaires, observation questionnaires, etc., to ensure the integrity and availability of the survey;

Inspection of the quality of research, I .e., inspection and evaluation of the process and results of the research based on the budget and cost of the research, such as checking the personnel and tasks of the research, accounting for the costs and revenues of the research, verifying the data and problems of the research, and verifying the quality and effectiveness of the research to ensure the reasonableness and compliance of the research.

6. Analysis of research data

Research data refers to the raw data collected and recorded from the research work, which is the basic material and data source of the research. When analyzing the survey data of consumer satisfaction of urban complex, Shangpu Consulting mainly includes the following aspects:

Cleaning survey data, I .e., performing necessary processing and filtering on the original survey data, such as removing invalid data, duplicate data, abnormal data, missing data, etc., to improve the quality and credibility of the data;

Collate the survey data, that is, make necessary classification and summary of the survey cleaning data, such as grouping according to the geographical location, functional type, scale grade, etc. of the urban complex, or stratify and segment according to the age, gender, income, education, occupation, residence, etc. of consumers, so as to improve the structure and comparability of the data;

Describe the research data, that is, the necessary description and display of the research data, such as calculating the average, median, standard deviation, frequency, percentage, etc. of the data, as well as drawing data tables, graphs, charts, etc., to improve the intuitive and readable data;

Analysis of research data, that is, the necessary analysis and interpretation of the descriptive data of the research, such as the use of data correlation, regression, causality, significance, etc. for statistical analysis, as well as the use of data index, matrix, portrait, etc. for model analysis, in order to improve the depth and value of the data;

Validation of research data, I .e., the necessary validation and evaluation of the analytical data of the research, such as the use of data reliability, validity, sensitivity, stability, etc. for quality testing, as well as the use of data consistency, representativeness, generalizability, etc. for effect evaluation, in order to improve the reliability and applicability of the data.

7. Write research report

The research report refers to the systematic summary and presentation of the process and results of the research, and is the final result and deliverable of the research. When writing the consumer satisfaction survey report of urban complex, Shangpu consulting company mainly includes the following aspects:

Determine the type of report, that is, according to the purpose and object of the research, select the appropriate report form, such as internal report, external report, formal report, informal report, written report, oral report, etc., as well as the corresponding report form, such as electronic report, paper report, video report, etc;

Determine the structure of the report, I .e., design the content and structure of the report based on the content and order of the research, generally including the report's cover page, table of contents,AbstractIntroduction,Text、Conclusion, recommendations, appendices, etc., as well as the title, description, content, etc. of each part;

Determine the report style, that is, according to the research methods and data, select the appropriate report language and format, such as objective, accurate, clear, concise, standardized, professional, etc., as well as the corresponding report font, font size, color, spacing, alignment, numbering, charts, etc;

Determine the length of the report, that is, according to the scope and depth of the research, control the overall length of the report and the number of words in a single part. Generally, the length of the report is not more than 50 pages, and the number of words in a single part is not more than 5000 words, so as to improve the readability and operability of the report;

Determine the report design, that is, according to the research tools and aesthetics, optimize the layout and format of the report, such as font, font size, color, spacing, alignment, numbering, charts, etc., in order to improve the readability and attractiveness of the report.

3. Survey Results Presentation

Taking an urban complex project served by Shangpu Consulting Company as an example, this paper shows some of the contents of the research results, including the overall satisfaction of consumers to the urban complex, the satisfaction of each dimension, the importance-satisfaction analysis, the portrait of consumers, and the suggestions of consumers.

1. Overall consumer satisfaction with the urban complex

The overall satisfaction of consumers to the urban complex refers to the overall evaluation of consumers to the urban complex, which is the subjective feeling and emotional reaction of consumers, and is an important index to measure the quality of urban complex. In this paper, the satisfaction index model is used to calculate the overall satisfaction of consumers to the urban complex.

According to the survey data, this paper calculates the overall satisfaction index of consumers to the urban complex is 78., which belongs to a high level, indicating that consumers have a good overall evaluation of the urban complex, are more satisfied with the products and services of the urban complex, are more pleasant to the consumption experience of the urban complex, and are more stable to the loyalty of the urban complex.

2. Consumer satisfaction with the dimensions of the urban complex

Consumers' satisfaction with each dimension of urban complex refers to consumers' evaluation of all aspects of urban complex, which is the specific feeling and emotional response of consumers, and is a detailed index to measure the quality of urban complex. Based on the survey data, this paper calculates the consumer satisfaction with each dimension of the urban complex as follows:

Dimension Weight Satisfaction

Product 0.2580.

The price is 0.1576.

Environmental 0.2081.

Service 0.2079.

Convenience is 0.1075.

Security 0.1077.

As can be seen from the table, consumers' satisfaction with all dimensions of the urban complex is above 75 points, which is a high level, indicating that consumers have a good evaluation of all aspects of the urban complex, are more satisfied with the products and services of the urban complex, are more pleasant to the consumption experience of the urban complex, and are more stable to the loyalty of the urban complex. Among them, consumers have the highest environmental satisfaction with the urban complex, with a score of 81.6, indicating that consumers are very satisfied with the environmental quality and atmosphere of the urban complex, and believe that the environment of the urban complex is comfortable, beautiful and distinctive. It can bring a pleasant consumption experience to consumers. Consumers' satisfaction with the convenience of the urban complex is the lowest, with 75.2 points, indicating that consumers are not satisfied with the transportation and parking of the urban complex, and think that the location of the urban complex is not convenient, or the transportation and parking facilities of the urban complex are not perfect, which brings some inconvenience to consumers.

3. The importance of consumers to the urban complex-satisfaction analysis

The importance of consumers to urban complex-satisfaction analysis refers to what factors consumers think are the most important to the choice and satisfaction of urban complex, and how these factors actually perform, which is an effective method to evaluate the quality of urban complex. In this paper, the importance-satisfaction matrix model is used to analyze the importance-satisfaction of consumers to the urban complex.

Among them, the horizontal axis is the satisfaction of consumers with each dimension of the urban complex, and the vertical axis is the importance of consumers to each dimension of the urban complex. According to the size of the two, each dimension is divided into four quadrants, respectively:

Maintain the advantage quadrant, that is, consumers think this dimension is very important and are very satisfied with this dimension, which is the advantage and highlight of the urban complex and should continue to be maintained and consolidated;

Improve the satisfaction quadrant, that is, consumers think this dimension is very important, but they are not satisfied with this dimension, which is the deficiency and short board of the urban complex, and should be improved and promoted first;

Cost reduction quadrant, that is, consumers think this dimension is not very important, and they are not satisfied with this dimension, which is the redundancy and waste of urban complex, and should be appropriately reduced and saved;

Maintaining the horizontal quadrant, that is, consumers believe that the dimension is not very important, but are very satisfied with the dimension, is an addition and gift of the urban complex, and should maintain the status quo and level.

According to the survey data, the importance-satisfaction distribution of consumers to each dimension of urban complex is as follows:

Maintaining the advantage quadrant has two dimensions of environment and service, which shows that consumers think the environment and service of the urban complex are very important, and they are very satisfied with the environment and service of the urban complex, which is the advantage and highlight of the urban complex and should be maintained and consolidated;

To improve the satisfaction quadrant, there are three dimensions of product, price and safety, which shows that consumers think that the product, price and safety of urban complex are very important, but they are not satisfied with the product, price and safety of urban complex, which is the deficiency and short board of urban complex, which should be improved and promoted first;

Cost reduction quadrant, without any dimensions, indicating that consumers have a certain degree of attention and satisfaction with all dimensions of the urban complex, without obvious redundancy and waste, and without special reduction and savings;

Maintaining the horizontal quadrant has a dimension of convenience, which shows that consumers think that the convenience of the urban complex is not very important, but they are very satisfied with the convenience of the urban complex. It is an additional and gift of the urban complex and should maintain the status quo and level.

4. Consumer Portrait

Consumer portrait refers to the basic characteristics of consumers, consumer behavior, consumer psychology, consumer cognition and other comprehensive description and generalization, is an effective way to understand consumers.

The main elements of the consumer portrait are as follows:

The basic characteristics are the age, gender, income, education, occupation and place of residence of consumers. For example, among the consumers surveyed in this survey, the age is mainly between 25 and 45 years old, the gender ratio is close to 1:1.2, the income is mainly between 5000 and 15000 yuan, the education is mainly concentrated in the undergraduate and above, and the occupation is mainly concentrated in white-collar workers, freelancers, students, etc, the place of residence is mainly concentrated in the periphery of the urban complex or in the city center;

Consumer behavior, namely consumer's consumption frequency, consumption time, consumption amount, consumption pattern, consumption motivation, consumption preference, etc. For example, among the consumers surveyed this time, the consumption frequency is mainly concentrated between 1- 3 times per month, the consumption time is mainly concentrated on weekends or holidays, the consumption amount is mainly concentrated between 500- 2000 yuan, and the consumption mode is mainly concentrated on online booking or offline store arrival, consumer motivation is mainly concentrated in leisure and entertainment or social gatherings, and consumer preferences are mainly concentrated in movies, food, shopping, etc;

Consumer psychology, namely consumer confidence, consumer loyalty, consumer satisfaction, consumer emotion, consumer values, etc. For example, among the consumers in this survey, consumer confidence is mainly manifested in higher expectations and trust for the products and services of the urban complex, and consumer loyalty is mainly manifested in strong willingness to re-consume and recommend the urban complex, consumption satisfaction is mainly manifested in higher evaluation and recognition of the consumption experience of the urban complex, consumption emotion is mainly manifested in deeper emotion and belonging to the urban complex, and consumption values are mainly manifested in higher quality and taste of the consumption of the urban complex;

Consumer cognition refers to consumers' awareness, attention, reputation, image and competitiveness of the urban complex. For example, among the consumers surveyed in this survey, the awareness mainly shows that they have a clear understanding of the name, location and function of the urban complex, and the attention mainly shows that they pay more attention to the activities, concessions and new products of the urban complex, word of mouth is mainly manifested in a positive attitude towards the evaluation, sharing and recommend of the urban complex, and the image is mainly manifested in a good impression of the characteristics, atmosphere and style of the urban complex. the competitiveness is mainly manifested in the advantages and competitiveness of the urban complex.

5. Consumer Advice

Consumer advice refers to consumers' suggestions for improvement, demand demands, potential problems and future development of urban complex, which is an effective reference for optimizing urban complex. Based on research data, this article summarizes consumer recommendations as follows:

Increase the diversity and innovation of products, such as introducing more new products, special products, theme products, etc., to meet the personalized and differentiated needs of consumers, and enhance consumers' consumption interest and curiosity;

Reduce the high and volatile prices, such as developing more reasonable pricing strategies, preferential strategies, membership strategies, etc., to meet the cost performance and budget of consumers, and enhance consumer confidence and loyalty;

Improve safety protection and management, such as strengthening the security facilities, security personnel, security measures, etc. of urban complexes, to meet consumers' sense of security and trust, and to enhance consumers' consumption experience and satisfaction;

Increase the optimization and promotion of convenience, such as improving the transportation and parking of urban complex, so as to meet the convenience and comfort of consumers, and improve the consumption efficiency and pleasure of consumers;

Pay attention to consumer feedback and opinions, such as establishing more effective communication channels, feedback mechanisms, reward mechanisms, etc., to meet consumers' sense of participation and value, and enhance consumers' consumer emotion and sense of belonging.

4. conclusions and recommendations

Taking Shangpu Consulting Company as an example, this paper introduces the methods and steps used in the survey of consumer satisfaction in urban complex, including determining the purpose of the survey, designing the research plan, selecting the research sample, formulating the research questionnaire, implementing the research work, analyzing the research data, writing the research report, etc. This paper also shows some of the results of the survey, including the overall satisfaction of consumers to the urban complex, the satisfaction of each dimension, the importance-satisfaction analysis, the portrait of consumers, the advice of consumers, and so on. The purpose of this paper is to provide a scientific, effective and professional consumer satisfaction survey method for urban complex developers and operators, so as to understand the needs and expectations of consumers, optimize the products and services of urban complex, and enhance the consumer experience and loyalty.

According to the research results of this paper, this paper puts forward the following suggestions for the developers and operators of urban complex:

Continue to maintain and consolidate the environmental and service advantages of the urban complex, such as maintaining the environmental quality and atmosphere of the urban complex, improving the service level and attitude of the urban complex, and enhancing the attractiveness and affinity of the urban complex;

Priority should be given to improving and upgrading the product, price and safety of urban complex, such as increasing the product diversity and innovation of urban complex, reducing the high price and fluctuation of urban complex, improving the safety guarantee and management of urban complex, and enhancing the competitiveness and reputation of urban complex;

Maintain the status quo and level the convenience of the urban complex, such as improving the transportation and parking of the urban complex, increasing the convenience optimization and promotion of the urban complex, and enhancing the efficiency and comfort of the urban complex;

Pay attention to consumers' feedback and opinions, such as establishing more effective communication channels, feedback mechanisms, reward mechanisms, etc., to increase consumers' sense of participation and value, and enhance consumers' feelings and sense of belonging.