基于证据推理的超市顾客满意度评价研究  

On the Evaluation of Supermarket Customer Satisfaction Based on Evidential Reasoning Approach

作　　者：詹同军[1] 李敏[2] 

机构地区：[1]合肥工业大学管理学院,合肥230009 [2]工业和信息化部电子第五研究所,广东广州510610

出　　处：《合肥工业大学学报（社会科学版）》2011年第2期21-27,共7页Journal of Hefei University of Technology(Social Sciences)

基　　金：国家自然科学基金重点项目(70631003);国家自然科学基金面上项目(71071045)

摘　　要：为了解决传统顾客满意度评价中的不确定问题,在证据推理的框架下研究超市顾客满意度,同时,将李克特量表的评价等级在0-10的区间上等分,再将顾客给出的一个表达主观感受的数字分配到各区间上,该方法提高了问卷的可操作性。文章以家乐福超市为例,对评价结果进行了分析,并检验了评价结果的灵敏度。In order to solve the uncertainty problem in the evaluation of customer satisfaction,researches on supermarket customer satisfaction are carried out by using evidential reasoning.Meanwhile,the evaluation level of Likert scale is divided in the 0-10 range equally,and a number of subjective feelings given by a customer are assigned to various intervals.The presented means enhances the operability of the questionnaire.In the case of Carrefour,the evaluation results are analyzed and the sensitivity of the results is tested.

关 键 词：顾客满意度 不确定 证据推理 层次分析法 

分 类 号：F713.52[经济管理—市场营销]