《湖南人文科技学院.docVIP

湖南人文科技学院 本科生毕业论文档案材料 题目：百花超市顾客满意度现状及提高途径 学生姓名：夏琼 学号系 部：经济与管理系 专业年级：12级市场营销 指导教师：唐赟 湖南人文科技学院教务处制 毕业论文开题报告书 顾客满意度一直是市场营销学和客户关系管理中的一个重要方面，并逐渐发展成为焦点和核心问题。在当代，顾客满意度作为超市服务行业中一个重要的指标，己成为超市争夺和占领市场的重要工具。因而提高超市顾客满意度成为我国超市服务行业的当务之急。 本论问采用文献收集法，分析了顾客满意度的相关理论知识，了解了顾客满意度领域已取得的研究成果，为本次研究打下了坚实的理论基础。其次采用了问卷调查法，找出百花超市顾客满意度存在的问题，并且对百花超市顾客满意度c存在的问题提出了有效的解决策略。 面对日益加剧的市场竞争，超市要想立于不败之地的唯一途径就是提高顾客满意度。而提高顾客满意度最重要就是一切以顾客为中心。也只有这样超市才能不断地发展。 关键词 百花超市；顾客满意度；提高途径 The Current Situation of BaiHua Supermarket Customer Satisfaction and the Approach to Improve It Customer satisfaction has always been an important factors of Maketing, and which is becoming the focus and core issues. In contemporary, as an inmportant indicator of supermarket, customer satisfaction has become an important tool to dominate the market. So it is an urgent priority to increase the customer satisfaction of our supermarket sevice industry. In this paper, firstly, to analyze the theoretical knowledge related to customer satisfaction with the literature collection, and find out the achievement in this field, which lay a solid theoretical foundation. Secondly, with the questionaire, to find out the extant problems of Suguo supermarket customer satisfaction, and put forward an effective strategy to solve it. With an increasing competition in the market, for supermarket, to improve customer satisfation is the only way to remain invincible. And the most important method of increasing customer satisfaction is customer-centric. And only in this way the supermarket keep an continuous development. Key words: BaiHua Supermarket; Customer Satisfaction; Improve Approach 本选题的理论、实际意义 1研究理论 顾客是超市服务业利润的直接源泉，是影响和制约企业、行业乃至产业生存的战略性资产。在买方市场条件下，特别是在全球经济增长明显减速、市场竞争日益激烈、行业利润日趋微薄、消费者维权意识逐步兴起和用户需求日益个性化、多样化的今天，顾客满意正日益成为制约超市企业生存和发展的关键。真正的客户服务满意度，是客户个人对于服务的需求和自己以往享受服务的经历再加上自己周围的对于某个企业服务的口碑构成了客户对于服务的期望值。作为企业，在为客户提供服务的时候，也在不断地去了解客户对于服务的期望值是什么，而后根据自己对于客户期望值的理解去