ZARA China Customer Satisfaction Survey
ZARA China消费者满意度调查

Dear Respondent,

Hello! This questionnaire aims to understand consumers' overall satisfaction with the ZARA brand, its products, and services, as well as the shopping behavior preferences of potential consumers. The goal is to analyze the current consumer experience and identify areas for improvement. This survey is solely for course-related market research and academic purposes and involves no commercial use. The questionnaire is anonymous, and all data will be used only for statistical analysis without involving personal privacy. Please answer based on your actual consumption experience—there are no right or wrong answers.

Completing this questionnaire will take approximately 3–5 minutes. Thank you for your support and cooperation.


尊敬的受访者:
您好！本问卷旨在了解消费者对ZARA品牌及其产品与服务的整体满意度，以及潜在消费者的购物行为偏好，以分析当前消费者体验并识别改进机会。问卷仅用于课程相关的市场调研与学术研究，不涉及任何商业用途。问卷采用匿名方式填写，所有数据仅用于统计分析，不会涉及个人隐私。请您根据自身真实的消费体验作答，答案无对错之分。
完成本问卷大约需要3–5分钟，感谢您的支持与配合。
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Q1. What is your gender? 您的性别?
A. Male 男
B. Female 女
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Q2. What is your age group? 您的年龄段是?
A. 18-24 years 18-24 岁
B. 25-34 years 25-34 岁
C. 35-44 years 35-44 岁
D. 45 years and above 45 岁及以上
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Q3. How often have you shopped at ZARA in the past 12 months?  您在过去 12 个月内，在 ZARA 的购物频率是?
A. Never purchased 从未购买
B. 1-2 times 1-2 次
C. 3-5 times 3-5 次
D. 6-10 times 6-10 次
E. More than 10 times 10 次以上
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Q4. Through which channel do you most often purchase ZARA products?  您最常通过哪种渠道购买 ZARA 的产品?
A. Physical stores 线下门店
B. Official website 官方网站
C. Brand app 品牌 App
D. Third-party e-commerce platforms (e.g., Tmall, JD.com) 第三方电商平台（如天猫、京东）
E. Other (please specify) 其他（请注明）
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Q5. How satisfied are you with the price reasonableness of ZARA?  您对ZARA的价格合理性满意度如何?
A. Very satisfied 非常满意
B. Somewhat satisfied 比较满意
C. Neutral 一般
D.Somewhat dissatisfied 比较不满意
E.Very dissatisfied 非常不满意
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Q6. How satisfied are you with the quality of ZARA products?  您对ZARA产品的质量满意度如何?
A. Very dissatisfied 非常不满意
B. Somewhat dissatisfied 比较不满意
C. Neutral 一般
D. Somewhat satisfied 比较满意
E. Very satisfied 非常满意
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Q7. How satisfied are you with the speed of new product updates at ZARA?  您对ZARA新品更新速度的满意度如何?
A. Very dissatisfied 非常不满意
B. Somewhat dissatisfied 比较不满意
C. Neutral 一般
D. Somewhat satisfied 比较满意
E. Very satisfied 非常满意
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Q8. Based on your actual shopping experience with ZARA, please rate the following statements.  ZARA配备了现代化的购物设施和支付系统

完全不同意不太同意一般比较同意完全同意
ZARA is equipped with modern shopping facilities and payment systems  ZARA配备了现代化的购物设施和支付系统
ZARA is equipped with modern shopping facilities and payment systems  ZARA配备了现代化的购物设施和支付系统
The visual design and displays in ZARA stores are fashionable and attractive  ZARA门店的视觉设计和陈列具有时尚感和吸引力
The visual design and displays in ZARA stores are fashionable and attractive  ZARA门店的视觉设计和陈列具有时尚感和吸引力
ZARA staff dress fashionably and appropriately, reflecting the brand image  ZARA员工着装时尚得体，体现品牌形象
ZARA staff dress fashionably and appropriately, reflecting the brand image  ZARA员工着装时尚得体，体现品牌形象
ZARA’s online shopping platform has a simple, aesthetically pleasing interface and smooth operation  ARA线上购物平台界面设计简洁美观，操作流畅
ZARA’s online shopping platform has a simple, aesthetically pleasing interface and smooth operation  ARA线上购物平台界面设计简洁美观，操作流畅
ZARA’s product displays clearly present the fit and details of the clothing  ZARA的产品展示能清晰呈现服装的版型和细节
ZARA’s product displays clearly present the fit and details of the clothing  ZARA的产品展示能清晰呈现服装的版型和细节
ZARA ensures consistent stock availability for products promised to be in inventory  承诺有库存的商品，ZARA确保持续供货
ZARA ensures consistent stock availability for products promised to be in inventory  承诺有库存的商品，ZARA确保持续供货
Products purchased online match the descriptions on the website  线上购买的商品与网页描述相符
Products purchased online match the descriptions on the website  线上购买的商品与网页描述相符
ZARA delivers within the promised time frame  ZARA准时兑现承诺的配送时间
ZARA delivers within the promised time frame  ZARA准时兑现承诺的配送时间
ZARA accurately records my purchase history and preference information  ZARA准确记录了我的购买历史和偏好信息
ZARA accurately records my purchase history and preference information  ZARA准确记录了我的购买历史和偏好信息
ZARA’s return and exchange policies are clear and easy to execute  ZARA的退换货政策清晰明了且易于执行
ZARA’s return and exchange policies are clear and easy to execute  ZARA的退换货政策清晰明了且易于执行
完全不同意不太同意一般比较同意完全同意
ZARA staff/customer service responds promptly to my inquiries  ZARA员工/客服及时响应了我的询问
ZARA staff/customer service responds promptly to my inquiries  ZARA员工/客服及时响应了我的询问
ZARA’s fitting room service is efficient and quick  ZARA的试衣间服务高效快捷
ZARA’s fitting room service is efficient and quick  ZARA的试衣间服务高效快捷
ZARA staff proactively provides styling advice and outfit suggestions  ZARA员工主动为我提供穿搭建议和搭配方案
ZARA staff proactively provides styling advice and outfit suggestions  ZARA员工主动为我提供穿搭建议和搭配方案
ZARA’s inventory query results are timely and accurate  ZARA的库存查询结果及时准确
ZARA’s inventory query results are timely and accurate  ZARA的库存查询结果及时准确
My complaints or issues were resolved within a reasonable time  我的问题投诉在合理时间内得到了解决
My complaints or issues were resolved within a reasonable time  我的问题投诉在合理时间内得到了解决
ZARA staff possess professional product knowledge  ZARA员工具备专业的产品知识
ZARA staff possess professional product knowledge  ZARA员工具备专业的产品知识
ZARA safeguards my personal information and transaction security  ZARA保障了我的个人信息和交易安全
ZARA safeguards my personal information and transaction security  ZARA保障了我的个人信息和交易安全
ZARA’s service attitude is friendly and courteous, making me feel comfortable  ZARA服务态度友好礼貌，让我感到舒适
ZARA’s service attitude is friendly and courteous, making me feel comfortable  ZARA服务态度友好礼貌，让我感到舒适
ZARA’s price tags and information are clear and accurate  ZARA的价格标签和信息清晰准确
ZARA’s price tags and information are clear and accurate  ZARA的价格标签和信息清晰准确
ZARA provides genuine product reviews and size recommendations  ZARA提供了真实的商品评价和尺码建议
ZARA provides genuine product reviews and size recommendations  ZARA提供了真实的商品评价和尺码建议
ZARA offers personalized shopping recommendations based on my style  ZARA根据我的风格提供个性化的购物推荐
ZARA offers personalized shopping recommendations based on my style  ZARA根据我的风格提供个性化的购物推荐
ZARA’s service pays attention to my specific needs and preferences  ZARA的服务关注我的特定需求和偏好
ZARA’s service pays attention to my specific needs and preferences  ZARA的服务关注我的特定需求和偏好
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Q9. How satisfied are you with ZARA overall?  您对 ZARA 的整体满意度如何?
A. Very dissatisfied 非常不满意
B. Somewhat dissatisfied 比较不满意
C. Neutral 一般
D. Somewhat satisfied 比较满意
E. Very satisfied 非常满意
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Q10. How willing are you to recommend ZARA to friends and family?  您是否愿意向亲友推荐ZARA?
A. Very unwilling 非常不愿意
B. Somewhat unwilling 比较不愿意
C. Neutral 一般
D. Somewhat willing 比较愿意
E. Very willing 非常愿意
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Q11. In which areas would you most like to see ZARA improve? (Multiple choice, up to 3) 您最希望ZARA在哪些方面进行改进?（可多选，最多选3题）【多选题】
A. Improve product quality 提升产品质量
B. Enhance cost-effectiveness 提高性价比
C. Improve the online shopping experience 改善线上购物体验
D. Increase the number of physical stores 增加门店数量
E. Enrich the product line 丰富产品线
G. Other (please specify) 其他（请注明）
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Q12. What specific suggestions do you have for ZARA’s products and services?  您对ZARA的产品和服务还有哪些具体的建议?
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