国内连锁超市企业服务质量研究分析.docxVIP

PAGE PAGE 10 PAGE PAGE 6 内容摘要 随着我国服务行业的飞速发展，提升服务项目和提高服务质量已成为各大服务企业的共识。在这样一个大的环境背景下，在充分借鉴国内外相关学者的研究基础上展开对本文的研究，首先分别站在顾客的角度及营销者的角度分析超市企业与他们之间的关系性。再结合分析我国连锁超市服务质量、顾客感知服务质量和服务质量评价模型的理论基础上，结合着实地考察与分析，找出华润万家超市服务质量中所存在问题如：超市员工提供的服务不能满足顾客需求、超市服务质量的品牌形象模糊、缺乏对顾客满意度的跟踪调查顾客转换成本低，并给予了相应的解决策略，如：连锁超市服务质量提升策略、加强以客为尊的服务意识、施行服务质量标准和亲情化服务等，以便更好的促进我国连锁超市的发展。 关键词：服务质量 连锁超市 问卷调查 Abstract With the rapid development of Chinas service industry, it has become the consensus of major service enterprises to improve service items and service quality. In such a big environment background, based on the full reference of domestic and foreign scholars research, this paper begins to study. Firstly, it analyzes the relationship between supermarket enterprises and them from the perspective of customers and marketers. Combined with the theoretical basis of the analysis of service quality, customer perceived service quality and service quality evaluation model of chain supermarkets in China, combined with the field investigation and analysis, the paper finds out the problems existing in the service quality of China Resources Wanjia supermarket, such as: the service provided by the supermarket staff can not meet the customer demand, the brand image of the service quality of the supermarket is vague, and the follow-up survey of customer satisfaction is lacking In order to promote the development of chain supermarkets in China, we should improve the service quality of chain supermarkets, strengthen the customer-oriented service awareness, implement the service quality standards and family service. Key words: service quality supermarket chain questionnaire 目录 TOC \o 1-2 \h \z \u 1.绪论 1 1.1研究目的及意义 1 1.2文献综述 1 1.3研究思路 2 2.相关概念界定 3 2.1大型连锁超市的界定 3 2.2服务质量的定义 3 3.调查问卷设计 4 3.1调查问卷设计的基本原则 4 3.2超市顾客满意度调查问卷题项初选 4 3.3调查问卷的数据搜集 4 4.调查结果分析 6 4.1基于调查问卷的华润万家超市顾客满意度分析 6 4.2各主要维度顾客满意度分析 7 4.3华润万家超市服务质量存在问题 8 5.连锁超市服务质量提升策略 10 5.1加强以客为尊的服务意识 10 5.2施行服务质量标准