物美枣园店与小白羊超市NO.8顾客满意度对比分析.pdfVIP

物美枣园店与小白羊超市 NO.8 顾客满意度对比分析 摘 要 随着市场营销领域“以顾客为导向”思想的建立，顾客满意被作为企业竞争 优势的新来源，并已成为学者和企业高层管理者的研究热点。 本文从营销发展的观点出发引出了顾客满意度的概念，论述了顾客满意对企 业以及消费者自身的重要意义，提出了评价顾客的指标和实现方法，并针对实际 企业大兴区物美枣园店与小白羊超市 NO.8 的顾客满意度进行对比分析。 顾客满意度和顾客满意度指数侧重于定量分析方面的应用。取得高程度的顾 客满意是营销的最高目标。在竞争的市场环境中，顾客会面临多家企业所提供服 务的选择，这时，顾客会根据自身对每家企业的满意度，权衡选择综合服务质量 较好的企业进行消费。本论文主要针对大兴区物美枣园店和小白羊超市 NO.8 的 消费者进行市场预调查、调查问卷设计及试调查、通过运用定点访问和留置调查 的方法搜集大量客观信息和有用数据。对所调查数据进行定性和定量分析，并且 运用同业对比法对两店进行分析。确定顾客群体对超市自身的相对满意水平，帮 助超市全面评价自身的优势和劣势，掌握顾客消费趋势进而寻找服务资源配置的 不合理性及改进途径。 关键词：顾客满意度，同业对比分析，服务，市场调查 I 物美枣园店与小白羊超市 NO.8 顾客满意度对比分析 Abstract With the development of marketing,customer satisfaction has been set up,it has been known as a new fuel of enterprise competition and has become a hot spot for scholar and high-level manager research. The concept of customer satisfaction deriving form the viewpoint of marketing development,is to discuss the significance of customer satisfaction,and further probing into the customer satisfaction development in current stage .Customer satisfaction index lay emphasis on the application of quantitative method . The ultimate goal of marketing is to achieve the customer satisfaction to the highest.In the competive market environment ,the customer will face the choice that many enterprises provide service. According to themselves satisfaction to each enterprise ,the customer will choose the best service. In this thesis the market investigate in advance,designing investigate questionnaire and trying investigate ,aiming primarily at Da xing District wu-mart Zao- yuan supermarket and Xiao-bai-yang supermarket NO.8 `s customers. A great number of objective information and useful da