英文翻译_NEW.docVIP

上海商学院 本 科 生 毕 业 论 文 The Customer Satisfaction Research of 7-ELEVEN Stores in Hong Kong Yongmei Xu, Xiaowen Ye, Fan Zhang 1. Introduction In Hong Kong, most of the convenience stores are franchised, so the service quality will directly affect one even the entire chain system income, according to the statistics, a company loses 10% 30% customers on average each year, however, usually they have no idea who the lost customers are, when and why they lost them; such customer loss will do their sales revenue and profit great damage. So it is required that the enterprise should focus on the individual needs of customers and meet that needs to attract them to purchase again . In 1994 the United States established the econometric model (ACSI) of customer satisfaction index, in order to monitor the operation condition of the macroeconomic and increase comparability of customer satisfaction crossindustry and cross-department, but the model only stayed at macroscopic level. Since the customer satisfaction index has been introduced into China in 1995, domestic scholars have conducted a lot of research. According to the actual situation of the Chinese market, Tsinghua University has taken the lead in putting forward the CCSI model of Chinese customer satisfaction index. From seven aspects including enterprises’ brand image, expected quality, perceived quality, perceived value to reflect the customer satisfaction, customer complaints and customer loyalty, which evaluates the customer satisfaction at the micro level and also makes improvement for the existing customer satisfaction model. 2. Analysis of 7-ELEVEN in Hong Kong In 1981, the first 7-ELEVEN in Hong Kong whose management right had been obtained by the Hong Kong milk company started business in happy valley. Just after 30 years, in Hong Kong, the number of 7-ELEVEN stores has increased to more than 1070 (To early 2012). And in those stores 24 hours a day are for customer service; at first there only sol