Customer Satisfaction Research Of The Native Chain Supermarkets In Xinjiang

With the rapid growth of today's global economy, competition of the retail market is getting more and more intense, and the competition among supermarkets is the most fierce. Although the development history of supermarket isn't long in xinjiang, the trend of it is rapidly expanding and will carry all before it in recent years, the external and domestic chain supermarkets poured in Xinjiang one after anonther, which made unceasing competition with native supermarket. Under this situation, the native supermarkets should recognize that only constantly creating and maintaining customer satisfaction is the important strategy and long-term benefits source to deal with severe market challenges and to won competitive advantages.The first chapter of the thesis briefly introduces background and significance of the study, reviews the customer satisfaction both at home and abroad, specify the innovation points. ChapterⅡexplains the development situation of native supermarkets in Xinjiang, and clarifies the necessity and feasibility of improving customer satisfaction in native chain supermarkets. ChapterⅢ, IV andⅤare the core parts. ChapterⅢoptimizes existing model in the reference of amending and supplementing them, establishes a positive research system and a comprehensive customer satisfaction measurement index system, then designs, grants and recovery questionnaire. Chapter IV conducts effective data processing and analysis of statistical tests to identify the shortage on image, prices, environment, facilities and services of the supermarkets. ChapterⅤproposes the thought of improving customer satisfaction on problems above. ChapterⅥsummaries conclusion of the study,points out the inadequacy of the study,and presents the prospect of testing and improving customer satisfaction.