超市提升顾客满意度的方法研究--商务管理专业

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摘    要
 现代企业要实施顾客满意战略必须建立一套顾客满意分析处理系统，用科学的方法和手段检测顾客对企业产品和服务的满意程度。要维护顾客利益，企业必须正确处理顾客的意见。
 顾客是影响企业竞争力的重要因素，它通过顾客忠诚、顾客满意影响着企业的竞争力。激烈的市场竞争使越来越多的企业认识到，无论是质量竞争、品牌竞争，还是人才竞争，归根结底是围绕顾客满意的竞争，有顾客才有市场，有市场才有利润。对于企业而言，顾客是其经营活动的对象。在顾客资源总量不变的情况下，维系顾客显得更为重要。企业服务质量的优劣、企业的生存与发展等都是由顾客决定，即使企业认为自身为消费者提供了优质的服务与产品，但如果得不到顾客的认可，其产品与服务也不会使其在市场竞争中获得任何优势。所以，顾客是否满意与忠诚将直接影响到企业在市场竞争中的地位和状况。

关键词： 现代企业；顾客满意；经营；服务

ABSTRACT
 Modern enterprise implementation of customer satisfaction strategy must be established a set of customer satisfaction analysis processing system, used the scientific method and means testing for enterprise customers products and service satisfaction. So as to maintain the customer benefit, the enterprise must properly handle customers' opinions.
 Customers are the important factors influencing the enterprise competitiveness, it affect the enterprise the competitive ability through the customer loyalty and customer satisfaction. The fierce market competition makes more and more enterprises realize that quality competition, brand competition, or talent competition is, in essence, the competition of the customer satisfaction around a customer on market. Customers mean market and profit. For  enterprises , the customer is the target of its business activities. The fixed total number of customer makes it more important for enterprises to maintain customers. Pros and cons of the quality of enterprises’ services, business survival and development are determined by the customer, even if the enterprise considers they have provided consumers with high quality services and products, but if it is not recognized by the customer, their products and services will not help them gain any advantages in market competition. Therefore, customer satisfaction and loyalty will directly affect a company's position in the market and competitive conditions.
 
Keywords：Modern enterprise; Customer satisfaction; Business; Service qualit
目    录
第一章  绪论 1
1.1研究背景及意义 1
1.2研究内容 2
1.3国内外发展情况 3
第二章  顾客满意度的相关概念 5
2.1顾客满意的理论研究 5
2.1.1顾客满意度内涵 5
2.1.2顾客满意对顾客忠诚的驱动作用 7
2.2顾客满意度的测量方法 7
2.3企业提高顾客满意度的方法 9
2.3.1从顾客满意到顾客信任 9
2.3.2增强顾客体验 10
第三章  顾客对超市满意度的现状分析 11
3.1TESCO超市的概述 11
3.2顾客与超市的竞争力 11
3.3顾客忠诚的价值 12
3.4Tesco超市满意度情况分析 12
第四章  提升顾客满意度的策略 16
4.1引言 16
4.2探究如何提升顾客满意度 16
4.3提升顾客满意度的策略 18
4.3.1零顾客成本即竞争力 19
4.3.2重视内部顾客 19
4.4实施顾客关系管理 19
4.5 本章小结 22
第五章  全文总结 23
参考文献 25
致谢 26

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