《大中型零售企业顾客满意度评价体系研究硕士学位论文997p》由会员分享，可在线阅读，更多相关《大中型零售企业顾客满意度评价体系研究硕士学位论文997p（97页珍藏版）》请在金锄头文库上搜索。
1、硕硕 士士 学学 位位 论论 文文大中型零售企业顾客满意度评价体系研究C1assified Index：F272.3University Code：10240Dissertation for the Master Degree in ManagementResearch on Customer Satisfaction MeasurementSystem of Large-and-middle Scale Retail EnterpriseCandidate： ：Yang MengmengSupervisor： ： Prof. Zhou YouSpeciality： ： Business Ma
2、nagementResearch Direction： ： Theory and Method of Marketing ManagementDate of oral examination： ：January，2009哈尔滨商业大学硕士学位论文原创性声明本人郑重声明：本论文的所有工作，是在导师的指导下，由作者本人独立完成的。有关观点、方法、数据和文献等的引用已在文中指出，并与参考文献相对应。除文中已经注明引用的内容外，本论文不包含任何其他个人或集体已经公开发表的作品成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本论文文责自负。学位论文作者签名： 签字日期： 年 月 日
3、哈尔滨商业大学硕士学位论文版权使用授权书本论文系作者本人在哈尔滨商业大学攻读硕士学位期间，在导师指导下完成的硕士学位论文。本论文的研究成果归哈尔滨商业大学所有，本论文的研究内容不得以其他单位的名义发表。本人完全了解哈尔滨商业大学关于保留、使用学位论文的规定，同意学校保留、送交本论文的复印件，允许本论文被查阅和借阅；学校可以公布本论文的全部或部分内容，可以采用影印、缩印或其他复制手段保存、汇编本学位论文。保密， 在 年解密后适用本授权书。本学位论文属于不保密。学位论文作者签名： 签字日期： 年 月 日导师签名： 签字日期： 年 月 日哈尔滨商业大学管理学硕士学位论文- -I摘 要随着中国国民经济
4、的发展，买方市场的形成，零售业占据产业链的主导地 位，但零售企业缺乏核心竞争优势、竞争过度、业态结构不合理等问题十分突 出。按照中国加入世贸组织的承诺，2004 年 12 月 11 日中国取消了对外商投资 商业企业在地域、股权和数量等方面的限制，外国企业更多地、全方位地进入 我国市场，中国的零售企业，特别是大中型零售企业面临着严峻的挑战。对于 零售业这样一个微利行业，单纯依靠传统的压缩成本的低价策略，己经很难获 得竞争中的优势，顾客成为真正的竞争核心要素，我国大中型零售企业能否生 存与发展在很大程度上取决于顾客对其产品和服务等的满意程度。在这种背景 下，建立符合自身特点顾客满意度评价体系，是我
5、国大中型零售企业提高核心 竞争能力的重要手段。大中型零售企业顾客满意度评价体系的构建，一方面需要掌握顾客满意度 是的心理学、经济学和社会学的相关理论，另一方面需要分析当前零售业的发 展现状，以及零售企业存在的问题，找到解决这些问题的关键就是能否留住顾 客和让顾客满意。大中型零售企业顾客满意度评价体系构建的主体思路是：首 先，确定大中型零售企业顾客满意度评价的流程。由于零售业竞争非常激烈， 需要将其主要竞争对手顾客满意度的评价导入评价流流程。其次，构建顾客满 意度评价的模型。识别零售企业顾客满意度的关键影响因素，借鉴经典的顾客 满意度测评模型，在此基础上构建顾客满意度评价的模型，模型包括顾客感知
6、、 顾客期望、企业形象、顾客满意、顾客忠诚五个潜变量，并将顾客感知分为商 品、服务、价格、顾客满意、顾客忠诚五个方面。再次，构建大中型零售企业 顾客满意度的指标体系。按照模型变量的设置，识别出零售企业的顾客接触点， 即评价体系的三级指标，并将各项指标组成一个分层展开的指标框架结构，用 于零售企业的顾客满意度评价。最后，选取评价指标体系的量化方法。大中型零售企业竞争力的提高，最终取决于顾客满意度的提升，而企业为 提高顾客满意度，就必须建立科学的、有效的、符合零售企业自身特点的顾客 满意度评价体系，对顾客满意度进行测评及动态跟踪，从而为企业制定提高顾 客满意度的策略奠定基础。关键词：零售企业；顾客
7、满意；评价体系哈尔滨商业大学管理学硕士学位论文- -IIABSTRACTThe retail industry becomes the leader of the industrial chain with the development of Chinas national economy and the formation of buyers market. However, there are some striking problems within the retail bus enterprises, such as lack of core competitive edge, e
8、xcessive competition, and unreasonable industrial structure and uneven development of the market. According to Chinas promise when entering WTO, the limitations of region, stock ownership and quantity on foreign investment business have been canceled in China since December 11th, 2004. Therefore for
9、eign enterprises comes into our market further and even more full- dimensioned, which makes the competition with Chinese retail enterprises ,especially large-and-middle scaled, even more fierce. Retail industry which is a low-profit retail sector can not obtain competitive edge easily only by reduci
10、ng the cost. The customers has become a core element of competition, and thus the development of large-and-middle scale retail enterprises relies more and more on the customers satisfaction to the products and services. And building customer satisfaction measurement system according to the character
11、istic of themselves is necessary to improve the core competitive edge.To build an evaluation system for customers satisfactory to large-and-middle scale enterprises, there are two ways. On one hand, the theories of psychology, economy and sociology need to be handled to study the customers satisfact
12、ory; on the other hand, the development situation and the problems related of retail industry need to be analyzed to meet the aim of keeping the customers and satisfying the customers. The main idea of building the customer satisfaction measurement system has procedures as below: First of all, they
13、should determine customer satisfaction evaluation procedure of large-and-middle retail enterprises, which includes the same data from its main competitors. Secondly, building customer satisfaction measurement system model which includes customer perception, customer expectations, corporate image, cu
14、stomer satisfaction, customer loyalty based on the identification of key factors and divided customer perceptions into goods, services, prices, customer satisfaction, customer loyalty. Thirdly, to build a customer satisfaction index system. As per the variables settings in the model, to tell the 哈尔滨
15、商业大学管理学硕士学位论文- -IIIcustomer reception of retail enterprises, which is to set three-level index and form them in to an unfolded index frame structure and apply it into the customer satisfaction evaluation for retail enterprises. Finally, enterprises need to select the quantized index.To enhance the c
16、ompetitive ability of large-and-middle scale enterprises, the rise in the customer satisfaction is essential. An enterprise has to build scientific, effective and characterized evaluation system of customer satisfaction and to test and follow customer satisfaction in order to raise the customer satisfaction,thus lay the foundation for stategies of en
