唐老鸭连锁超市顾客满意度评价体系设计.docVIP

毕业设计(论文) 唐老鸭连锁超市顾客满意度 评价体系设计 学 号： 姓 名： 解婧瑶 专 业： 工商管理 系 别： 经济管理系 指导教师： 景进安 教授 张炳凯 二○一三年六月摘 要 在全球经济迅速增长的今天，零售业市场竞争愈演愈烈，而超市是其中竞争最为激烈的业态。超市在鄂尔多斯的发展历史虽然不长，但近些年却以一种势不可挡的趋势快速发展，国外国内连锁超市相继涌入，与本土超市竞争不断加剧。在此种形势下，唐老鸭连锁超市应当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。 本文第一章首先简单介绍了研究背景、研究意义、对国内外顾客满意研究进行回顾。第二章为相关理论和技术概述。对基本概念、国内外顾客满意度研究理论模型和技术方法进行界定分析，为测评研究开展做了理论和技术准备。第三、四、五章为核心部分。第三章在对现有顾客满意度指数模型进行借鉴和修正的基础上，对现有模型进行优化，建立实证研究体系，然后进行问卷设计、发放和回收。第四章对数据进行统计处理和分析检验，找出超市在形象、价格、环境、设施、服务等方面的不足。第五章针对上述问题，提出唐老鸭连锁超市提升顾客满意度的思路。 关键词：顾客满意度；顾客满意度测评；连锁超市；指标体系ABSTRACT With the rapid growth of today’s global economy, competition of the retail market is getting more and more intense, and the competition among supermarkets is the most fierce. Although the development history of supermarket isn’t long in Ordos, the trend of it is rapidly expanding and will carry all before it in recent years, the external and domestic chain supermarkets poured in Ordos one after another , which made unceasing competition with native supermarket. Under this situation, Tang Lao Ya Supermarkets should recognize that only constantly creating and maintaining customer satisfaction is the important strategy and long-term benefits source to deal with severe market challenges and to won competitive advantages. The first chapter of the thesis briefly introduces background and significance of the study, reviews the customer satisfaction both at home and abroad. Chapter II defined and analyzed the basic concepts, domestic and international customer satisfaction models and technical methods which serve as the theoretical and technical preparations. Chapter III, IV and V are the core parts. Chapter III optimizes existing model in the reference of amending and supplementing them, establishes a positive research system and a comprehensive customer satisfaction measurement index system, then designs, grants and recovery questionnaire. Chapter IV conducts effective data processing and analysis of statistical tests to