苏果超市顾客满意度现状及提高途径 市场营销毕业论文样文.doc

苏果超市顾客满意度现状及提高途径 摘要 顾客满意度一直是市场营销学中的一个重要方面，并逐渐发展成为市场营销的焦点和核心问题。在当代，顾客满意度作为超市服务行业中一个重要的指标，己成为超市争夺和占领市场的重要工具。因而提高超市顾客满意度成为我国超市服务行业的当务之急。 本文首先运用了文献收集法，分析了顾客满意度的相关理论知识，了解了顾客满意度领域已取得的研究成果，为本次研究打下了坚实的理论基础。其次采用了问卷调查法，找出苏果超市顾客满意度存在的问题，并且对苏果超市顾客满意度存在的问题提出了有效的解决策略。 面对日益加剧的市场竞争，超市要想立于不败之地的唯一途径就是提高顾客满意度。而提高顾客满意度最重要就是一切以顾客为中心。也只有这样超市才能不断地发展。 关键词 苏果超市；顾客满意度；提高途径 The Current Situation of SuGuo Supermarket Customer Satisfaction and the Approach to Improve It Customer satisfaction has always been an important factors of Maketing, and which is becoming the focus and core issues. In contemporary, as an inmportant indicator of supermarket, customer satisfaction has become an important tool to dominate the market. So it is an urgent priority to increase the customer satisfaction of our supermarket sevice industry. In this paper, firstly, to analyze the theoretical knowledge related to customer satisfaction with the literature collection, and find out the achievement in this field, which lay a solid theoretical foundation. Secondly, with the questionaire, to find out the extant problems of Suguo supermarket customer satisfaction, and put forward an effective strategy to solve it. With an increasing competition in the market, for supermarket, to improve customer satisfation is the only way to remain invincible. And the most important method of increasing customer satisfaction is customer-centric. And only in this way the supermarket keep an continuous development. Key words: Suguo Supermarket; Customer Satisfaction; Improve Approach 目 录 1 绪论 1 1.1研究背景 1 1.2研究目的及意义 1 1.3 国内外研究现状 1 1.3.1国外研究现状 1 1.3.2国内研究现状 1 1.4研究内容与方法 1 2 关键概念辨析 2 2.1核心概念界定 2 2.2 顾客满意度理论分析 3 2.3提高顾客满意度的意义 3 3苏果超市顾客满意度现状分析 3 3.1苏果超市介绍 3 3.2 苏果超市顾客满意度现状 3 3.3苏果超市顾客满意度存在问题 4 3.3.1服务质量 4 3.3.2购物环境 4 3.3.3商品质量 4 3.3.4商品摆放 4 3.3.5售后服务 4 4苏果超市提高顾客满意度的策略 5 4.1解决服务质量的策略 5 4.2解决购物环境的策略 5 4.3解决商品质量的策略 5 4.4解决商品摆放的策略 5 4.5解决售后服务的策略 5 4.6其他策略 6 结论 6 参考文献 6 附录 7 1 绪论 1.1研究背景 顾客是超市服务业利润的直接源泉，是影响和制约企业、行业乃至产业生存的战略性资产。在买方市场条件下，特别是在全