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Abstract With the competition in retail business becoming fiercer, stores have become more and more focused on increasing customer satisfaction. In this paper, with the theory of customer delivered value, the author tries to analyze the current situation of Lotus in Xuzhou respectively from the viewpoints of total customer value Lotus has provided and total customer cost customers have spent. With data obtained from questionaires put out to the customers in a survey, the author analyzes the current customer satisfaction of Lotus and concludes that although it has done well in creating product value and service value, the service offered by the assistants can be improved and Lotus can further improve its image value by showing the store’s special care for the needs of the students. With the research the author tries to give feasible suggestions to increase the store’s image value and its personnel value and to reduce time cost, energy cost and psychology cost which will help increase customer satisfaction. The suggestions include providing discount goods for students on Youth Day, training assistants and rearranging the baskets and trolleys on the second floor, etc. 31539
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Key Words: Lotus Customer Delivered Value Customer Satisfaction
摘要随着零售业的竞争日益激烈，大型超市逐渐把提高顾客满意度作为工作的重心。在这篇论文中，作者将运用顾客让渡价值理论体系从卜蜂莲花为顾客提供的总价值以及顾客在购物时付出的总成本这两方面来对徐州卜蜂莲花超市进行分析，接着作者根据问卷调查的数据对徐州卜蜂莲花顾客满意度进行进一步的分析，指出虽然顾客对卜蜂莲花超市在提供产品价值和服务价值方面较为满意，店员的服务还可以进一步提高，卜蜂莲花超市还可以通过关心学生的需求进一步提高其形象价值。最后，作者针对卜蜂莲花超市的调查分析中发现的问题，从增加形象价值和人员价值以及减少时间、体力、精力成本等方面，为提高卜蜂莲花顾客满意度提出可行的建议。例如，在青年节为学生提供打折商品，为员工提供培训和重新安排二楼的购物篮和购物车等。
毕业论文关键词：卜蜂莲花 顾客让渡价值 顾客满意度
Contents
Abstract i
摘要 ii
Chapter One Introduction 1
1.1General Statement of the Paper 1
1.2 Research Objectives and Research Significance 1
1.3 Overall Structure of the Paper 2
Chapter Two Literature Review 3
2.1 Research on Customer Delivered Value 3
2.2 Research on Customer Satisfaction 3
Chapter Three Theoretical Frame 5
3.1 The Theory of Customer Delivered Value 5
3.2 The Relationship between Customer Delivered Value and Customer Satisfaction 7
Chapter Four An Analysis of the Current Situation of Lotus in Xuzhou 9
4.1 The Brief Introduction of Lotus in Xuzhou 9
4.2 An Analysis of the Current Situation of Lotus in Xuzhou Based on Total Customer Value 9
4.3 An Analysis of the Current Situation of Lotus in Xuzhou Based on Total Consumer Cost 11
4.4 Survey on the Current Customer Satisfaction of Lotus in Xuzhou 11
Chapter Five Conclusion 14
5.1 Research Conclusion 14
5.2 Advice to Increase Customer Satisfaction of Lotus in Xuzhou 14
References 17
Appendix 18
On Customer Satisfaction of Lotus in Xuzhou Based on Customer Delivered Value Theory
Chapter One Introduction