超市顾客满意度的测评研究.doc

超市顾客满意度的测评研究 摘要 当今社会经济全球化不断发展，零售业的竞争也越来越激烈。怎么使企业在竞争日益激烈的情况下保持竞争优势，大型综合超市己经认识到只有不断创造并保持顾客满意才是应对严峻挑战、赢得竞争优势的重要市场战略和长期效益源泉。本研究选取地处山东省菏泽市的春天集客隆超市作为测评对象，对其顾客满意度测评流程和方法进行深入研究，构建具体的顾客满意度指数测评模型和评价指标体系，通过实地调查分析其顾客满意度以寻找差距和不足，旨在从理论和实践两方面为春天集客隆大型综合超市经营管理决策和监控提供可靠数据，为其战略制定和竞争能力提升提供建议。 关键字：顾客满意度；春天集客隆超市；商品结构 Abstract In todays society the development of economic globalization, competition in retailing is becoming more and more fierce. How to make the enterprise in the increasingly competitive circumstances keep competitive advantage, large-scale comprehensive supermarket has been realized that only by constantly creating and maintaining customer satisfaction is a severe challenge, win the competitive advantage of important source market strategy and long-term benefits. This study selected three letter supermarket is located in heze city of shandong province as the assessment object, to conduct the thorough research to the processes and methods for testing and appraising customers satisfaction degree, construct a specific customer satisfaction index evaluation model and evaluation index system, through on-the-spot investigation and analysis the customer satisfaction for the disparity and the insufficiency, from two aspects of theory and practice of management decisions for the same day the large-scale comprehensive supermarket and monitoring to provide reliable data, for its strategic development and competitive ability. Keywords：Customer satisfaction；Ke long supermarket spring set；Commodity structure 目 录 1. 绪论 5 1.1选题背景 5 1.2选题目的 6 1.3选题意义 7 2.相关概念和理论概述 9 2.1相关概念 9 2.1.1顾客 9 2.1.2顾客满意度 9 2.2理论概述 9 2.1瑞典顾客满意度晴雨表指数 SCSB 模型 10 2.2美国顾客满意度指数ACSI体系与模型 10 2.3国内测评工作现状及问题 11 2.4测评处理方法 12 3.顾客满意度测评指标体系建立——以春天集客隆超市为例 13 3.1春天集客隆超市的简介 14 3.2春天集客隆超市顾客满意度测评模型设计 14 3.3顾客满意度测评指标体系形成 16 3.4春天集客隆超市顾客满意度调查实施 16 4.春天集客隆超市顾客满意度数据及问题分析 17 4.1春天集客隆超市形象亟需改善 17 4.2春天集客隆超市产品价结构有待修补 18 4.3商品状况需要适当调整 18 4.4环境设施存在一定隐患 18 4.5相关服务凸现改进空间 19 5.对春天集客隆超市改进措施及建议 19 5.1加强品牌传播，塑造良好的企业形象 19 5.2对产品的价格进行调整，进行灵活的促销 2