Research Of Customer Satisfaction In Supermarket Industry Based On Customer Lens

In recent years, with the retailing giants such as Wal-mart, Carrefour, Metro Cash &Carry landed our country successively, the competitions between Chinese and foreignsupermarkets are becoming fiercer. The customer satisfaction index becomes animportant index of measuring the competitiveness of the supermarket. However, ourcountry has not set up the customer satisfaction index model, which is accorded withthe China's actual conditions yet so far. And that makes the customer satisfactionmeasurement in supermarket industry lack the theoretical foundation.This thesis aims at the research of customer satisfaction in supermarket industry fromthe microcosmic standpoint. Based on the conceptions of ACSI and ECSI and thetheory of customer lens, a new customer satisfaction index model is established.Through carrying on the satisfaction investigation based on customer's visual angleand a positive research of a big supermarket in Tianjin, the paper structures out thesatisfaction model, gets the key factor of influencing this customer satisfaction, andpopularizes to the supermarket industry.The text introduces the background and meaning of customer satisfaction study,domestic and international relevant theory model and explains the purpose of studyingbriefly at first. Then the concept of the customer satisfaction is defined, which is thetheoretical foundation for the positive research. Chapter three and four are the keyparts of this text. Chapter three establishes the system of the positive research. Thispart makes out who are the customers and which kind of customer buying behavior itbelongs to, and then proposes the customer lens theory. Chapter four is about theinvestigation of questionnaires and data processing analysis, on the basis of theconcrete research object and customer lens theory in real example system. Finally,Chapter five summarizes the research conclusion of this text, namely the practice andacademy meaning and contribution in theory, and proposes the looking into thedistance.