大型超市顾客满意度测评指标体系的构建与应用——以成都欧尚超市为例  

On the Construction of Index System for Customer Satisfaction Degree of Supermarket——Take Chengdu Auchan as Example

作　　者：马义华[1] 叶祥凤[1] 

机构地区：[1]成都信息工程学院,四川成都610103

出　　处：《改革与战略》2008年第11期196-199,共4页Reformation & Strategy

摘　　要：近几年,随着沃尔玛、家乐福、麦德龙等零售业巨头陆续登陆我国,中外大型超市之间的竞争日趋激烈。文章在借鉴国内外学者关于顾客满意度研究理论的基础上,结合我国大型超市行业对满意度研究的实际,以对成都欧尚超市的调查情况为依据,构建了大型超市顾客满意度评价指标体系框架,并通过实证分析找出影响大型超市顾客满意度的关键性因素,提出了大型超市提升顾客满意度的对策建议。In recent years, retail trade tycoon in many countries has rushed into China such as Walmart, Carrefour and Die METRO. The competition between China＇s local companies and those foreign retailers are getting serious. To focus on the customer satisfaction degree has profound value on theory research and reality signification. Based on the domestic and abroad researches on customer satisfaction degree, combined with the practice of supermarket industry in China and the data of Auchan in Chengdu, the index system for customer satisfaction degree of supermarket is established. And then the key factors are found out. Finally, relevant suggestions are proposed for the development of supermarket in China.

关 键 词：大型超市行业 顾客满意度 市场调查 评价体系 

分 类 号：F713.32[经济管理—产业经济]