【作者】 高翔；

【导师】 张霞；

【作者基本信息】 石河子大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 伴随世界经济的高速发展,经济全球化不断深化,市场供给的产品、服务、环境日新月异。在经济全球化大潮中,中国企业获得了不少发展良机,但是其他国家和地区给予的竞争压力也随之而来。因此,作为国内企业,日百集团新玛特购物中心想要在群雄四起的商业战场中抢占头筹,就必须重视市场调研,看清顾客的需求是核心的力量,努力为消费者提供更多优质产品、服务和个性化购物的环境,稳定发展现有的顾客群,争取吸引更多的消费者。最终达到帮助日百集团新玛特购物中心充分认识顾客满意度研究分析的重要性,并思考提升顾客满意度的相关问题,提出相关可行性建议的目的。本文采用上网查阅相关资料、文献研究和调查问卷等方式对重要的资料信息进行收集,结合自己对于研究方向的了解及所学相关知识对日百集团新玛特购物中心的顾客满意度情况进行分析,细致分析日百集团顾客满意度影响因素,并得出研究结果。问卷的设计基于相关文献研究成果,结合了影响百集团新玛特购物中心客户满意度的因素,并对商场中客户进行面对面采访以及电话采访,最后咨询专家形成问卷。从整体来看,日百集团新玛特购物中心顾客满意度不高,其中环境因素存在比较重要的影响。产品满意度较高,质量和价格决定了产品满意度的高低,应该以运动装和儿童装为重点改进产品相关方面。服务满意度偏低,其中服务态度和售后服务决定了服务满意度的高低。顾客对日百集团新玛特购物中心服务态度、业务水平、退换货执行情况、售后服务等4个三级指标比较敏感,从服务满意度顾客调查结果来看,服务态度满意度最好,售后服务满意度最差。环境满意度最低,其中整理装修情况、收银台设置情况、停车场供给情况决定了环境满意度的高低。夏季制冷系统供给情况、冬季制热系统供给情况是满意的;引导标示设置情况、收银台设置情况和休息区配给情况不好;WIFI网络配给情况和停车场供给情况非常不好。产品、服务、环境是影响日百集团新玛特购物中心顾客满意度的3个重要方面。日百集团新玛特购物中心存在以下问题严重制约其顾客满意度:部分产品种类不能满足顾客的需求(如化妆品、家居用品);部分产品让一些顾客觉得价格相对较高(如包类产品、儿童用品);个别产品未能紧跟当下流行度(如黄金珠宝);售后服务差;WIFI网络配给情况和停车场供给情况非常差等。针对日百集团新玛特购物中心存在的问题提出如下建议:定期检验产品质量;适时调整商品价格,让利于顾客;丰富产品种类,保持产品流行性;即刻有效改善售后服务质量;进一步追求环境建设。更多还原

【Abstract】 With the rapid development of the world economy,economic globalization is continuously deepening,and the products and services provided by the market are changing with each passing day.In the tide of economic globalization,Chinese enterprises have gained a lot of development opportunities,but the competition pressure from other countries and regions has also followed.Therefore,as a domestic company,the New Mart Shopping Center of Ri Bai Group wants to occupy the top position in the commercial battlefield of the crowd.In this paper,important data and information were collected by consulting relevant materials,literatures and questionnaires on the Internet.Empirical analysis was used to analyze the customer satisfaction of Ribai group’s new mart shopping center based on my understanding of the research direction and relevant knowledge learned,and the research results were obtained.The customers’ requirements for the products of the New Mart Shopping Center of Ri Bai Group are relatively high.The products of the Ri Bai Group’s New Mart Shopping Center are basically satisfactory in terms of quality,price,variety,and popularity.Hundreds of New Mart shopping malls have stagnated in terms of products,so it is a matter of time to lose customer groups;sportswear and children’s clothing should be the focus of improving product-related aspects.Customers are sensitive to four three-level indicators: sales attitude of sales staff,service attitude of return and exchange personnel,implementation of returned goods,and after-sales service..From the results of service satisfaction customer surveys,the satisfaction of return and exchange execution is the highest,and the satisfaction of the after-sales service is the lowest.However,the overall satisfaction of the four indicators tends to be satisfactory,and the overall satisfaction is high.Most of the environmental factors of the New Mart Shopping Center of Ribai Group have a certain probability that directly affects the customer’s evaluation of the customer’s purchase behavior,so the shopping environment should be persisted or improved based on customer demand.Product,service and environment are the three important aspects that: some kinds of products can not meet customers’ needs(such as some electronic products);Some products make some customers feel that the price is relatively high(such as gold jewelry);some products do not keep up with the current popularity(such as clothing);poor after-sales service;Wifi network environment and parking environment is very poor.In view of the problems existing in the New Mart shopping center of Ri Bai Group,the following suggestions are put forward: Regular inspection of product quality;timely adjustment of commodity prices to benefit customers;diversification of product categories to maintain product popularity;immediate and effective improvement of after-sales service quality;Further pursue environmental construction.更多还原