沧州市盐百购物商场顾客满意度研究.docx

摘 要 近五年来，随着沧州市的快速发展，人民生活水平和消费水平不断提高，购物商场的数量也在不断增加，加之网络购物的成熟和普及，市场竞争日益加剧。各个商场为了争夺客源采用多种竞争手段，价格竞争硝烟不断，顾客争夺成本日益提高，使行业利润日趋走低，因此如何真正满足顾客的需求，提高顾客的满意度成为越来越多商场经营者关注的重要发展方向。 盐百购物商场作为沧州市早期的购物商场，拥有一定的影响力，本文对沧州市盐百购物商场的顾客满意度进行研究，主要内容有以下四个方面。首先，对顾客满意度的相关理论进行文献综述，为盐百购物商场顾客满意度的情况以及提高对策提供理论依据。其次，通过对盐百购物商场顾客管理现状进行分析，得出该商场在顾客管理上存在的问题。再者，本文通过问卷调查的方法，对盐百购物商场的顾客进行调查，分析出该商场顾客满意度的情况以及商场在顾客服务方面存在的问题。最后，通过调查分析结果，结合盐百购物商场的实际情况，给出提高该商场顾客满意度的对策。 关键词：顾客满意度；购物商场；提升对策 Abstract In?the?past?5?years,?with?the?rapid?development?of?Cangzhou, the?living?standard and consumption of the people are increasing,the number of shopping malls is increasing ,and the?maturity?and?popularity?of?the?Internet?shopping,?the?market?competition?is?becoming?more?and?more? serious.?In?order?to?compete?for?customer?sources?in?various?markets,?theprice competition is constantiy increasing,the cost of customer contention is increasing and the profit of?the?industry?is?becoming?lower?and?lower.?Therefore,?how?to?meet the needs of customers and improve customers satisfaction has become the focus of more and more business operators. As?the?early?shopping?mall?in?Cangzhou,?YanBai?shopping?mall?has?a?certain influence.?This?paper?studies?the?customer?satisfaction?of?YanBai?shopping?mall?in?Cangzhou.The?main?contents?are?the?following?four?aspects.?First,?the?literature?review?of?customer satisfaction theory is conducted to provide a theoretical basis for customer satisfaction in YanBai shopping mall and countermeasures.Secondly,by analyzing the current situation?of customer management in YanBai shopping mall,we fing out the problems in?customer managemen.Furthermore, through the questionnaire survey,this paper investigates the customers of the salt shopping mall,and analyzes the problems existing in the customer service of the shopping?malls.?Finally, through the investigation and analysis results,combined with the actual situation of YanBai shopping?malls,?the paper gives countermeasures to improve customer satisfaction in t