乐天玛特超市顾客满意度提升策略研究.doc

摘要：随着社会经济的快速发展，市场竞争的加剧，越来越多的企业逐渐认识到消费者在竞争中所起到重要的作用。对于消费者来说，消费目标的选择也越来越多，选择什么样的产品就要看企业的产品是否可以满足消费者的需要。所以，企业必须认识到顾客满意的重要性，这样才能在竞争中脱颖而出。

　　　本文通过对国内外顾客满意度研究的现状分析，了解顾客满意度理论以及测定的方法和模型，分别对三种顾客满意度模型进行简单介绍，最终选取适当的模型对顾客满意度进行分析和计算。

　　　本文以乐天玛特的顾客满意度为研究对象，在市场调研的基础上设计问卷，对数据进行收集、分析，最终根据顾客满意测评程序，运用满意度—重要性分析法分析了乐天玛特的顾客满意度现状，让乐天玛特得以了解自身存在的问题。通过对顾客满意度的研究，提出乐天玛特顾客满意度提升策略，目的是拉近顾客距离，在激烈的市场竞争中取得主动的地位。同时为其它超市顾客满意度测评提供借鉴。

　　　最后对本文的研究进行总结、整理。

关键词  顾客满意度；顾客满意度模型；四分图

Abstract：With the rapid development of social economy, market competition intensifies, more and more enterprises gradually realize consumers play an important role in the competition. For consumers, target consumer choice also more and more, choose what kind of product depends on the enterprise's product whether can meet the needs of the consumers. So, the enterprise must realize the importance of customer satisfaction, such ability in the competition.

　　　This article through to the domestic and international customer satisfaction research present situation analysis, to understand customer satisfaction theory and the measurement methods and models, respectively, a brief introduction of three types of customer satisfaction model, finally to choose the appropriate model to calculate and analysis on customer satisfaction.

　　　Based on Lotte Mart's customer satisfaction as the research object, on the basis of market research design questionnaire, data collection, analysis, and finally according to the customer satisfaction measurement program, using satisfaction - importance of four points chart analysis method analyze the present situation of the customer satisfaction, lotte to lotte, to understand their problems. Through the study of customer satisfaction, lotte, improve customer satisfaction strategy is put forward, the purpose is to reduce the distance customers, in the active position in the fierce market competition. At the same time customer satisfaction evaluation to provide reference for other supermarkets.

　　　Finally, this paper summarizes research and finishing.

Keywords  Customer satisfaction;  Customer satisfaction model;  Four points chart