Investigation On Customer Satisfaction Of Carrefour Supermarkets In Urumqi

With the substantial improvement of China's comprehensive strength,people's living standards have been continuously improved,and the per capita consumption level has been growing rapidly.In order to meet people's ever-increasing material and cultural needs,various kinds of supermarkets have emerged in an endless stream,effectively meeting people's consumption needs.Supermarkets play an increasingly important role in social development and have become an transportation and entertainment.On the other hand,the consumption concept of consumers is also undergoing great changes,and they have higher requirements for the products and services they buy.In recent years,the retail industry has become one of the most competitive industries,and the competition between supermarkets is becoming increasingly fierce.In competition,customer satisfaction is the key factor to determine whether a supermarket has competitive advantages.In general,the higher the satisfaction is,the higher the customer return rate will be.Customers will also introduce the supermarket they identify to their friends and relatives,expand the influence of the supermarket through word of mouth publicity,so as to attract more customers and improve the popularity of the supermarket.As a major province in the northwest of China,Xinjiang is relatively remote in geographical location,and its economic development is slower than light,so the development of large supermarkets in this region is later than that in the east and the west.Never theless,with the promotion of China's reform and opening up,Xinjiang's economy presents rapid and steady growth,and the supermarket industry develops rapidly.Especially in the process of the continuous rise of the economy in the west,the level of customer consumption is increasing day by day.In order to meet the diversified needs of customers,the major supermarkets in Urumqi have been constantly improving their business strategies and service quality.In such a competitive environment,the study of customer satisfaction is particularly important,and with the development of economy,the study has new significance.In this paper,the customers of Carrefour supermarkets in Urumqi,Xinjiang were selected as sample objects to obtain data for investigation and research,so as to provide some reference opinions for supermarkets to retain more customers and promote enterprises to develop better and improve market competitiveness.Firstly,through the method of literature research,I have a deep understanding of customer satisfaction theory and Carrefour in Urumqi.Secondly,by customer satisfaction at our Country and abroad for reference,the related theory and typical research model influence to Carrefour supermarket customer degree of satisfaction of six indexes mechanism in supermarket image,commodities,commodity price,staff service,convenient service,supermarket environment,according to the relevant index research model and designed the questionnaire again,according to the survey,using SPSS software to analyze data comparison.Finally,according to the existing problems of Carrefour supermarkets in Urumqi,the paper proposes relevant strategies to improve customer satisfaction.This paper finds that Urumqi residents are less satisfied with the shopping environment and service quality of Carrefour supermarkets,and the existing problems are more prominent,so supermarkets need to make greater improvements in these aspects.