顾客满意度研究---基于层次分析法毕业论文

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1、顾客满意度研究---基于层次分析法毕业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

2、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AbstractWiththegradualimprovementoftheopeninglevelofourdomesticmarket,thecompetitionbetweendomes

3、ticandforeignretailindustryhasbeenbecomingfiercer,goodshavetendedtobehomogenizedandthedependenceontraditionallowpricestrategyhasnotbeenabletoattractcustomers.Ifsupermarketoperatorswanttowininthisfiercecompetition,theyneedtorealizeandsatisfytheneedsofcustomersintime,explorefactorsinfluencingcusto

4、mersatisfactionandimprovecustomersatisfactionsothattheycanstandinvinciblepositionintheintensecompetitiveenvironment.Therefore,researchoncustomersatisfactioninlargemarketsequipswithgreatrealisticmeanings.ThisthesistakesTianlangStoreofCarrefourSupermarketinFushuncityastheresearchobject.Firstly,itt

5、akesdomesticandforeigncustomersatisfactionevaluationmodelasreference,combinesactualcharacteristicsofcustomersinFushuncity,looksuprelatedliteraturedata,digsoutfactorsinfluencingcustomersatisfactionandestablishesthecustomersatisfactionevaluationindexsysteminTianlangStoreofCarrefourSupermarket.Seco

6、ndly,itmakesrandomsamplingonitscustomers,appliesthemethodofquestionnairestocollectthedata,makesstatisticalanalysistreatmentandcalculatesthecustomersatisfactionindex.Finally,itfindsoutfactorsinfluencingsatisfactionofTianlangStoreofFushunCarrefourSupermarketandputsforwardreasonablerecommendations.

7、Withthedataanalysistreatment,itobtainstheoverallscoreofcustomersatisfactionis3.5455,inwhichtheintervalfromthelowestpriceawarenessofsupermarketsecondlevelindexsatisfactiontothehighestsupermarketimageintervalis[3.3691～3.6577].