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超市服务质量对顾客忠诚度影响的实证研究_MBA论文(56页).rar

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文本描述
II
摘 要
随着市场经济的不断发展,超市在我国的经济生活中扮演着日益重要的作用,
如今中国市场上国内超市和国外的超市并驾齐驱,如何在这样严酷的竞争中取得
优势,成为所有超市关心的问题。本文以长沙为例,从顾客忠诚度视角对长沙市
区各类超市进行抽样调查和统计分析,认为超市的服务质量对顾客的满意度和忠
诚度起着至关重要的作用。因此,超市要在巨大的竞争中取得立足之地,就必须
在超市的服务质量上下功夫,在实现顾客满意的基础上,赢得顾客的信任和忠诚。

本文主要研究超市服务质量对顾客忠诚度的影响。首先是在绪论部分里,对
整篇文章的研究背景和意义、研究方法和内容及文章的创新之处作一个阐述,引
出文章的研究方向。再通过归纳和整理国内外关于服务质量、顾客满意度和顾客
忠诚度的相关文献作为理论基础,并根据本文探讨的主题——超市,总结并归纳
出该行业的服务质量评价体系,使文献探讨和研究主体密切地结合。针对超市行
业的特点,提出超市顾客忠诚度的重要性、影响顾客忠诚度的相关因素,然后再
对国内外关于服务质量、顾客满意度和顾客忠诚度三者之间的关系做出总结和归
纳。基于此,尝试构建了服务质量对顾客忠诚度影响的理论模型,根据该理论模
型的需要设计了调查问卷、并确定抽样方法和数据收集过程,对调查所得数据进
行统计分析和问卷的指标分析,并利用因子分析法,提取服务质量的影响因子,
使用结构方程模型对服务质量、顾客满意度及顾客忠诚度作相关性研究。最后对
本研究的成果加以总结,得出结论,并且提出对后续研究的意见和建议。

本研究表明,服务质量与顾客满意度和顾客忠诚度之间存在着显著的正相关
关系。因此,可通过建立清晰、明确并可有效招待的服务标准;加大对员工服务
技能的培训;抓住不同环节的侧重与细化工作流程要统筹兼顾;加强对服务过程
的检查和监督,保证各项服务标准的落实这些措施来全面提升超市服务质量,满
足顾客需求,提高顾客忠诚度。建立一套全方位的、立体的、多功能的衡量顾客
忠诚度的评价体系,有助于超市在服务质量上实现随机应变的灵活性以及更加符
合顾客的需要和期望,也有助于推动超市行业甚至是服务行业的机构调整和优化!
关键词:超市;服务质量;顾客满意度;顾客忠诚度工商管理硕士学位论文
III
Abstract
With the continuous development of market economy, supermarkets are playing
a more and more important roles in China's economy. Nowadays, the domestic and
foreign supermarkets compete intensely which they have equal status in Changsha
City. Therefore, the supermarket owners focus on how to obtain the success in the
harsh completion. As an example in this study, we investigate and analysis the
customer satisfaction of supermarkets service in Changsha area, and then we conclude
that the quality of supermarket service is vital important for customer satisfaction and
loyalty. Based on our investigation and analysis, our conclusion is that the
supermarket owners must increase the quality of service to favor the customers and
then obtain the customers satisfaction and loyalty which will be leading to the owner
gained success in the harsh competition.
In this studies, we focus on the impact of service quality on customer loyalty in
the supermarket. First, we introduced the research background, significance, methods,
content and the innovation and then summary our research in part I in my thesis.
Based the theory of service quality, customer satisfaction and customer loyalty in the
domestic and foreign literature and our target of supermarket, we summarize the
evaluation system of service quality in the industry. According to the characteristics
of the supermarket industry, we reach conclusion that which factors significantly
affect customer loyalty and the relationship between the service quality, customer
satisfaction and customer loyalty. Therefore, we try to build a theoretical model of the
impact of supermarket service quality on customer loyalty, and then according to
the theoretical model to design the questionnaire, select the sampling methods and
process of data collection, analysis the data of questionnaire by the factor analysis
method, and then gain the factors affected of service quality. We facilitate the
structure equation model to study the correlation between service quality, customer
satisfaction and customer loyalty. Finally, the results of this study are summarized,
concluded, and put forward our opinions and suggestions for the future study.
The thesis express, there is a significant and positive correlation between service
quality and customer satisfaction and customer loyalty. Therefore, we think that
established clear and effective guest service standards, elevated the employee service
skills, focus and refined the workflow of different department, strengthen the