顾客满意度研究

中文题目：XXX顾客满意度研究外文题目：THESTUDYONCUSTOMERSATISFACTIONOFXXX毕业设计（论文）共55页（其中：外文文献及译文12页）图纸共0张完成日期2011年6月答辩日期2011年6月ＸＸＸＸＸＸ大学本科毕业设计（论文）学生诚信承诺保证书本人郑重承诺：《兴城兴隆大家庭顾客满意度研究》毕业设计（论文）的内容真实、可靠，系本人在指导教师的指导下，独立完成。如果存在弄虚作假、抄袭的情况，本人承担全部责任。学生签名：年月日ＸＸＸＸＸＸ大学本科毕业设计（论文）指导教师诚信承诺保证书本人郑重承诺：我已按学校相关规定对同学的毕业设计（论文）的选题与内容进行了指导和审核，确认由该生独立完成。如果存在弄虚作假、抄袭的情况，本人承担指导教师相关责任。指导教师签名：年月日I摘要在全球经济一体化和知识经济的大背景下，国外的沃尔玛、家乐福、麦德龙等零售巨头大批登陆中国市场，使我国的大型商场面临着严峻的挑战。国内大型购物商场要谋求生存和发展，“以顾客为关注焦点”是竞争的必然选择。因此，如何提高顾客满意度，进而提高顾客忠诚度，是我国各大商场极其关切的问题。本文以葫芦岛市的大型商场——兴隆大家庭为例，使用科学、规范的方法对其顾客满意度进行研究。首先对国内外关于顾客满意及顾客满意度的相关研究文献进行了归纳总结，阐述了关于顾客满意度的概念、特征和测评方法以及理论模型。在对基本理论进行梳理后，结合相关文献与量表设计出衡量兴隆大家庭顾客满意度的指标体系，编制兴隆大家庭顾客满意度的调查问卷。通过问卷调查掌握第一手数据，然后将调查数据输入专业统计软件SPSS17.0进行建模和实际数据的验证，通过信度、效度分析、因子分析等多种手段，检验本次调查数据以及所构建的顾客满意度指标体系的合理性。最后运用德尔菲法、灰色理论、模糊综合评价法对兴隆大家庭的顾客满意度进行综合评价，得到当前兴隆大家庭顾客满意度为较满意的结论，并根据测评结果提出了提升兴隆大家庭顾客满意度的对策与建议。通过本文的研究，有利于兴城兴隆大家庭对自身进行正确的定位，找出薄弱环节，有针对性地改进不足之处，更好地满足顾客的需求，提高经营绩效。同时，对于同类大型商场进行顾客满意状况分析也具有借鉴与指导意义。关键词：大型商场；顾客满意度；满意度测评；因子分析；模糊综合评价IIAbstractUndertheconditionoftheglobaleconomy’sintoanorganicwholeandtheknowledgeeconomy’scoming,businessenterpriseshavetofacetheseriouschallenge.Inordertosurviveanddevelop,businessenterprisesshouldfocusoncustomerwhichisacertainchoiceforcompetition.Sohowtoraisecustomersatisfactionandfurtherenhancecustomerloyaltyhasreceivedmuchattention.Inthispaper,baseonalargestoreofHappyfamilyinHuludao,useofscientific,standardizedapproachtoresearchitscustomersatisfaction.Firstofall,todomesticandinternationalcustomersatisfactionandcustomersatisfactionontherelatedresearchliteraturehassummarized,andexpoundedoncustomersatisfactiontheconcept,characteristicsandmeasuringmethodsandtheoreticalmodel.Aftersortingoutthebasictheory,thecombinationofrelevantliteratureandscalesdesignedindexsystemtomeasurecustomersatisfactionofHappyFamily,workingoutthecustomersatisfactionquestionnaire.Throughthequestionnairesurveyhandlingthefirst-handdata,theninputthesurveydatatoprofessionalstatisticalsoftwareSPSS17.0tobuildmodeledandverifiedthepracticaldata,useofthereliabilityandvalidityoftheanalysisandfactoranalysisandsoonmanykindsofmeanstoinspectitsrationalitythatinvestigationdataaswellascustomersatisfactionindexsystem.Finally,usingDelphimethod、GraytheoryandFuzzycomprehensiveevaluationmethodtoevaluateHappyFamily’scustomersatisfaction,gettheconclusionthatcustomersatisfactionofHappyFamilyisbetter,andaccordingtotheassessmentresultputsforwardthecountermeasureandthesuggestiontopromotethecustomers'satisfactionforHappyFamily.Theresearchinthispaper,whichisbeneficialtoHappyfamilytorecognizeitself,findouttheweaklinkandimprovementdeficienciespertinentlytobettersatisfytheneedsofcustomersandimproveperformance.Meanwhile,italsohasreferenceandguidancesignificanceforsimilarlargestorestoanalysiscustomersatisfactioncondition.Keywords:LargeStore;CustomerSatisfaction;SatisfactionMeasurement;FactorAnalysis;FuzzyComprehensiveEvaluation目录1绪论························································································11.1研究背景···············································································11.2国内外研究现状······································································21.2.1国外研究现状······································································21.2.2国内研究现状······································································31.2.3研究述评············································································51.3研究意义与目的······································································51.4研究内容与技术路线································································72顾客满意度的基本理论································································82.1顾客满意度的内涵···································································82.2顾客满意度的特征···································································92.3顾客满意度的测量方法·····························································92.4顾客满意度的理论模型····························································102.4.1瑞典顾客满意度指数模型······················································102.4.2美国顾客满意度指数模型······················································112.4.3欧洲顾客满意度指数模型······················································112.4.4清华顾客满意度指数模型······················································122.4.5服务质量模型·····································································122.4.6国内外模型的比较分析·························································133兴隆大家庭顾客满意度测评体系的构建··········································143.1企业概况··············································································143.2研究设计··············································································153.2.1研究对象···········································································153.2.2量表的选择········································································153.2.3问卷结构设计·····································································163.2.4研究分析方法·····································································173.3问卷调查························································