Key Factor Analysis On Retailing Customer Satisfaction

In recent years, with the retailing giants such as Wal-mart, Carrefour, and MetroCash&Carry landed our country successively, the competitions between Chinese andforeign supermarkets are becoming fiercer. The customer satisfaction index becomesan important index of measuring the competitiveness of the supermarket. However,our country has not set up the customer satisfaction index model, which is accordedwith the China's actual conditions yet so far. And that makes the customer satisfactionmeasurement in supermarket industrylack the theoretical foundation.This thesis aims at the research of customer satisfaction in supermarket industryfrom the microcosmic standpoint. Based on the conceptions of ACSI and ECSI andthe theory 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 theorymodel 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. And the system of the positiveresearch is established on the basis of the theoretical foundation. The questionaire isdesigned. Finally, it summarizes search conclusion of this text, namely the practiceand academy meaning and contribution in theory, and proposes the looking into thedistance.