化工大学论文
摘 要
随着我国市场开放程度的逐步提高，国内外零售行业的竞争愈演愈烈，商品趋于同质化,依靠传统的低价策略已不能吸引顾客。若想在竞争中取胜，超市经营者需要了解并及时满足顾客的需求，探寻影响客户满意的因素，提升顾客满意度，才可能在激烈的竞争环境中立于不败之地。因此，研究大型超市顾客满意度具有非常现实的意义。
本文以抚顺家乐福超市天朗店为研究对象。首先，借鉴国内外顾客满意度测评模型，结合抚顺市顾客的实际特点，查阅相关文献资料，挖掘影响顾客满意度的因素，构建家乐福超市天朗店顾客满意度测评指标体系。然后通过对其顾客进行随机抽样，运用问卷调查的方法收集数据，并进行统计分析处理，计算出顾客满意度指数。最后找出影响抚顺家乐福超市天朗店满意度的因素，并提出合理化的建议。
通过数据分析处理，得到总体顾客满意度得分为3.5455，其中从超市二级指标满意度最低的价格感知到最高的超市形象区间为[3.3691～3.6577]，可以发现总体满意度得分以及各分项满意度得分都介于“一般”到“满意”之间，顾客满意度提升存在很大改进的空间。
关键词：顾客满意度；层次分析法；家乐福超市
化工大学论文
Abstract
With the gradual improvement of the opening level of our domestic market, the competition between domestic and foreign retail industry has been becoming fiercer, goods have tended to be homogenized and the dependence on traditional low price strategy has not been able to attract customers. If supermarket operators want to win in this fierce competition, they need to realize and satisfy the needs of customers in time, explore factors influencing customer satisfaction and improve customer satisfaction so that they can stand invincible position in the intense competitive environment. Therefore, research on customer satisfaction in large markets equips with great realistic meanings. This thesis takes Tianlang Store of Carrefour Supermarket in Fushun city as the research object. Firstly, it takes domestic and foreign customer satisfaction evaluation model as reference, combines actual characteristics of customers in Fushun city, looks up related literature data, digs out factors influencing customer satisfaction and establishes the customer satisfaction evaluation index system in Tianlang Store of Carrefour Supermarket. Secondly, it makes random sampling on its customers, applies the method of questionnaires to collect the data, makes statistical analysis treatment and calculates the customer satisfaction index. Finally, it finds out factors influencing satisfaction of Tianlang Store of Fushun Carrefour Supermarket and puts forward reasonable recommendations.
With the data analysis treatment, it obtains the overall score of customer satisfaction is 3.5455, in which the interval from the lowest price awareness of supermarket second level index satisfaction to the highest supermarket image interval is [3.3691～3.6577]. It can be found that the overall satisfaction scores and each satisfaction score are between “common” and “satisfied”, customer satisfaction exists huge improving spaces.
化工大学论文
Keywords: Customer Satisfaction; The analytic hierarchy process (AHP); Carrefour
化工大学论文
目 录
引言 .................................................................. 1 1 顾客满意度相关理论概述 .............................................. 2
1.1 顾客满意度相关理论及评价模型 ................................... 2
1.1.1 顾客满意度相关理论 ....................................... 2 1.1.2 顾客满意度评价模型 ....................................... 2 1.2 层次分析法的基本理论 ........................................... 5
1.2.1 层次分析法的概况 ......................................... 5 1.2.2 层次分析法的理论优势 ..................................... 6 1.2.3 层次分析法的具体步骤 ..................................... 6 2 顾客满意度评价指标体系及其权重的确立 ................................ 8 2.1 家乐福超市满意度指标体系的确立 ................................. 9 2.1.1 家乐福超市简介 ........................................... 9 2.1.2 指标体系构建原则 ......................................... 9 2.1.3 顾客满意度评价指标的选取 ................................ 10 2.1.4 满意度评价指标体系的确立 ................................ 10 2.2 家乐福超市满意度指标权重的确立 ................................ 11
2.2.1 各指标评价尺度收集及判断矩阵的构造 ...................... 11 2.2.2 一致性检验 .............................................. 12 2.2.3 各层次中指标权重的计算 .................................. 12 2.2.4 指标权重的总排序 ........................................ 13
3 抚顺家乐福超市顾客满意度调查设计及实施 ............................. 14
3.1 调查方案的设计 ................................................ 14
3.1.1 调查目的 ................................................ 14
化工大学论文
3.1.2 调查内容 ................................................ 14 3.1.3 调查对象 ................................................ 14 3.1.4 调查方式和调查方法 ...................................... 14 3.2 实施及数据收集 ................................................ 15
3.2.1 问卷发放 ................................................ 15 3.2.2 问卷筛选 ................................................ 16 3.3 问卷信度和效度检验 ............................................ 16 4 家乐福超市顾客满意度测评结果及改进措施 ............................. 18 4.1 问卷数据统计 .................................................. 18 4.2 顾客满意度测评 ................................................ 20 4.2.1 顾客满意度计算 .......................................... 20 4.2.2 满意度计算结果分析 ...................................... 21 4.3 改进措施 ...................................................... 22 5 结束语 ............................................................. 24 参考文献 ............................................................. 25 .................................................................... 27 附录1 ................................................................ 28 附录2 ................................................................ 30
