ResearchonSupermarketSatisfactioninUniversities高校内超市满意.PDFVIP

Modern Management 现代管理, 2018, 8(3), 296-312 Published Online June 2018 in Hans. /journal/mm /10.12677/mm.2018.83035 Research on Supermarket Satisfaction in Universities Kexin Li, Zhilei Kuang, Ruibo Kou, Ruiqi Guo School of Mathematical Science, Ocean University of China, Qingdao Shandong st th nd Received: May 31 , 2018; accepted: Jun. 15 , 2018; published: Jun. 22 , 2018 Abstract Supermarkets in university are special. In order to promote the development of supermarkets in campus, this article studied the satisfaction of northern area supermarket in the Ocean Uni- versity of China by sending questionnaire and basing on the ACSI model theory. The evaluation system of customers’ satisfaction is divided into four main indexes: general evaluation objective “Customers” satisfaction index’ is at the first level index; six general elements in the customers’ satisfaction index model including customer expectation, perceived quality, perceived value, customer satisfaction, customer complaints and customer loyalty are at the second level; index- es which are expanded from second level indexes and are accorded with the characteristic of supermarket are at the third level; questions in the questionnaire which are expanded from third level indexes are at the fourth level. This article synthesizes analytic hierarchy process method and principal component analysis method to confirm the contribution of indexes at each level to customers’ satisfaction. In the end, this article calculated the students’ satisfaction of supermarket in the campus and put forward suggestions according to the factors that influence the satisfaction.