上世纪九十年代以来，瑞典、美国、英国等发达国家为了增强国家竞争力， 构建了顾客满意度指数模型。企业更是重视顾客满意度的建设，不仅把顾客满意 度建设作为发展战略，还把它作为企业发展的重要测评工具。2015 年中国在美 国顾客满意度指数模型的基础上，结合中国企业发展特点，建立了我国的顾客满 意度评价模型。这个评价模型在国内很多行业得到了广泛应用。郑州丹尼斯大型 超市作为零售企业的一个重要分支，在品味和时尚变化、人均收入变化、人们的 消费意识、社会结构变化的背景下，在手机、电视和互联网的发展导致大量线上 购物平台的冲击下，在本土竞争对手迅猛发展的竞争压力下，面临着越来越多的 困境。要想突出重围打破困境，需要把顾客满意度建设作为发展战略和重要测评 工具，提出使顾客满意度提升的营销组合策略，确保可持续发展。 本文以郑州丹尼斯大型超市为研究对象，在测评顾客满意度的基础上，为制 定营销战略提供必要支持。文章以 ACSI、ECSI 和 C-CSI 模型的理论做指导， 运用结构方程模型的分析方法，结合郑州丹尼斯大型超市的实际情况，通过对问 卷进行设计及预调查和正式调查，在对相关的结构变量进行假设的前提下，构建 出对郑州丹尼斯大型超市顾客满意度进行测评的指数模型。通过运用 SPSS23.0 软件和结构方程模型的 AMOS26.0 软件对调查数据进行统计分析，归纳出影响 郑州丹尼斯大型超市的关键性因素，并推广到超市零售业中，有助于完善超市行 业的市场营销战略和顾客满意度战略。 论文的实证结论是：对顾客满意度的影响从大到小排序依次是：顾客价值> 企业形象>结账便捷性>购物便捷性>商品感知>服务感知。若要提高满意度，应 从提高顾客价值、企业形象、结账便捷性等因素入手。根据实证结果提出提升郑 州丹尼斯大型超市顾客满意度的对策：提供和创造优异的顾客价值；树立独特的 企业形象；客观准确分析顾客需求；提高超市收银员的专业素质，配置自动扫描 设备等。 关键词:郑州丹尼斯大型超市； 顾客满意度； 结构方程模型； 顾客价值中原工学院硕士学位论文 II Abstract Since the 1990s, developed countries such as Sweden, the United States and the United Kingdom have built a customer satisfaction index model to enhance their national competitiveness. Enterprises pay more attention to the construction of customer satisfaction, not only take the construction of customer satisfaction as a development strategy, but also take it as an important measurement tool for enterprise development. In 2015, China established a customer satisfaction evaluation model based on the American customer satisfaction index model and combined with the development characteristics of Chinese enterprises. This evaluation model has been widely used in many domestic industries. Under the background of changes in taste and fashion, the per capita income, people's consumption consciousness and social structure, as an important branch of retail companies, under the impact of rapid development mobile phones, TV and the Internet which resulting in a large number of online shopping platform, under the pressure of competition rapid development in domestic competitors, as an important branch of retail companies , Zhengzhou Dennis large supermarket faced more and more trouble. In order to break out of the dilemma, the construction of customer satisfaction should be taken as a development strategy and an important measurement tool, and the marketing mix strategy to improve customer satisfaction should be put forward to ensure sustainable development. This paper takes Zhengzhou Dennis supermarket as the research object, and provides necessary support for formulating marketing strategy on the basis of evaluating customer satisfaction. Based on the basic theories of ACSI , ECSI and C-CSI models and structural equation model, this paper proposes a customer satisfaction index model that conforms to the actual situation of Zhengzhou Dennis supermarket. Through the pre-survey and formal survey of the questionnaire, on the premise of assuming the relevant independent variables, mediating variables and dependent variables, an index model for the evaluation of customer satisfaction of Zhengzhou Dennis supermarket was constructed to obtain preliminary data. By using the software SPSS23.0 and structural equation model AMOS26.0 to conduct statistical analysis on the survey data, sort out its relatively important core influencing中原工学院硕士学位论文 III factors, and then popularize them, so as to help the retail industry to establish a more perfect marketing strategy and achieve the goal of improving customer satisfaction The empirical conclusion of this paper is that the impact on customer satisfaction is ranked from the largest to the smallest: customer value > corporate image > checkout convenience > shopping convenience > commodity perception > service perception. If the entity wants to improve the satisfaction, consideration should be given to these factors includes, improvement of customer value,corporate image and checkout convenience. Based on the empirical results, the paper proposes countermeasures to improve the customer satisfaction of Zhengzhou Dennis supermarket: to provide and create excellent customer value; set up a unique corporate image; objective and accurate analysis of customer needs; improve the professional quality of supermarket cashiers, equipped with automatic scanning equipment, etc. Keywords: Zhengzhou Dennis supermarket, customers satisfaction, customer value, Structural Equation Model中原工学院硕士学位论文 IV 目 录 1 绪 论..........................................................................................................................1 1.1 研究的背景、目的和意义.................................................................................1 1.1.1 顾客满意度研究的背景..............................................................................1 1.1.2 研究目的和意义..........................................................................................2 1.2 论文的主要内容及结构安排.............................................................................3 1.2.1 论文的基本内容..........................................................................................3 1.2.2 论文的结构安排..........................................................................................3 1.3 论文的研究方法及创新之处.............................................................................4 1.3.1 论文的研究方法..........................................................................................4 1.3.2 论文的创新之处..........................................................................................5 2 基本理论概述 ...........................................................................................................6 2.1 顾客价值理论.....................................................................................................6 2.2 顾客满意理论.....................................................................................................6 2.3 顾客满意度指数模型.........................................................................................6 3 郑州丹尼斯大型超市顾客满意度模型构建 ...........................................................9 3.1 郑州丹尼斯大型超市顾客满意度模型的结构变量.........................................9 3.2 郑州丹尼斯大型超市顾客满意度模型的观测变量.........................................9 3.2.1 企业形象......................................................................................................9 3.2.2 商品感知....................................................................................................10 3.2.3 服务感知....................................................................................................10 3.2.4 购物环境感知............................................................................................ 11 3.2.5 购物便捷性................................................................................................ 11 3.2.6 结账便捷性................................................................................................ 11 3.2.7 促销感知....................................................................................................12 3.3.8 顾客价值....................................................................................................12 3.2.9 顾客满意度................................................................................................12 3.3 郑州丹尼斯大型超市顾客满意度模型...........................................................12 4 郑州丹尼斯大型超市顾客满意度初次调研分析 .................................................15 4.1 调查问卷设计和初次调研数据分析...........................................................15 4.2 初次调研问卷的效度分析...........................................................................15 4.3 初次调研问卷信度分析...............................................................................21中原工学院硕士学位论文 V 5 正式调查问卷实证研究 .....................................................................................23 5.1 正式调查问卷分析........................................................................................23 5.1.1 数据收集....................................................................................................23 5.1.2 SEM 模型识别与适配度 ...........................................................................23 5.1.3 顾客购物频率分析....................................................................................23 5.1.4 信度检验....................................................................................................27 5.1.5 效度检验....................................................................................................28 5.1.6 相关分析....................................................................................................30 5.2 结构方程模型...................................................................................................34 5.2.1 直接模型....................................................................................................34 5.2.2 完整模型....................................................................................................36 5.2.3 最终模型....................................................................................................40 6 研究结论与对策启示 .............................................................................................42 6.1 研究结论...........................................................................................................42 6.2 对策与启示.......................................................................................................43 6.2.1 准确分析顾客需求，提供和创造优异的顾客价值................................43 6.2.2 树立独特的企业形象................................................................................43 6.2.3 提高超市收银员的专业素质，配置自动扫描设备................................43 6.2.4 提高购物便捷性，降低顾客购物成本....................................................43 6.2.5 保证商品感知优良，尊重顾客的消费行为............................................44 6.2.6 向顾客提供各种附加服务，增加顾客实际利益....................................44 6.3 研究局限与展望...............................................................................................45