摘要:超市作为零售业中非常重要的业态形式之一，在经过高速发展之后已经接近饱和，与此同时各个超市之间也存在着激烈的竞争，导致超市行业发展停滞不前。目前，超市经营面临着重重困境，甚至有部分超市由于接连亏损而退出市场的情况。超市在市场竞争中获得竞争优势的关键在于赢得顾客满意。本文以淮安区乐天玛特超市为例，对超市顾客满意度方面存在的问题进行了分析，对存在的问题提出相对应的解决对策，对超市市场竞争力的提高具有非常重要的作用。71730

毕业论文关键词:乐天玛特超市，顾客满意度，顾客行为

Abstract: The supermarket as one important industry form of retailing,it has close to saturation after high-speed development ,and also,at the same time there is fierce competition between the supermarkets,all of this can lead to the development of supermarket industry stagnated.Currently,the supermarket business is facing many difficulties,and even some supermarkets quit the market since the consecutive losses.The key to gain a competitive advantage in the market competition of supermarket is to win customers’ satisfaction.Basing on the huaian lotte supermarket,this paper analyzes the problems in supermarket customer degree of satisfaction,and gives some solutions.That can be very important to improve the market competitiveness of the supermarket.

Keywords: Lotte Mart supermarket, customer satisfaction, customer behavior

目 录

1  引言 3

2  顾客满意度理论 3

3  乐天玛特超市顾客满意度问卷调查 4

3.1  调查过程 4

3.2  样本概述 5

4  乐天玛特超市顾客满意度现状 6

4.1  超市形象 6

4.2  商品状况 7

4.3  服务状况 7

4.4  购物环境 8

4.5  购物便捷性 9

4.6  促销活动 9

4.7  超市政策 9

5  乐天玛特超市顾客满意度存在的问题 10

5.1  促销政策与超市政策不健全 10

5.2  停车场与支付的便捷性不足 10

5.3  服务人员服务能力不足 11

5.4  导购标志与配套设施不健全 11

5.5  超市美誉度较低 11

5.6  超市商品质量安全有待提升 11

6  乐天玛特超市顾客满意度提升对策 11

6.1  完善政策健全性 11

6.2  提升购物便捷性 12

6.3  提高员工服务水平 12

6.4  营造良好购物环境 13

6.5  创造良好超市形象 13

6.6  强化商品管理工作 13

结论 14

参考文献 15

致谢 16