高校内超市满意度调查研究

Research on Supermarket Satisfaction in Universities

摘要: 高校内超市具有其特殊性，为促进校内超市的发展，本文通过调查问卷的方法，主要基于ACSI模型，对中国海洋大学北区超市满意度进行调查研究。顾客满意度测评体系分为四大指标：总的测评目标“顾客满意度指数”为一级指标；顾客满意度指数模型中的六大要素：顾客期望、感知质量、感知价值、顾客满意度、顾客抱怨、顾客忠诚度，为二级指标；由二级指标具体展开而得到的指标，符合校园超市的特点，为三级指标；三级指标具体展开为问卷上的题项，构成四级指标。本文采用层次分析法和主成分分析综合的方法确定各级指标对顾客满意度的贡献率，以保证结果的客观公正性。最后计算出学生对校内超市的满意度，进而针对影响满意度的不同因素提出改进建议。

Abstract: Supermarkets in university are special. In order to promote the development of supermarkets in campus, this article studied the satisfaction of northern area supermarket in the Ocean University of China by sending questionnaire and basing on the ACSI model theory. The evaluation system of customers’ satisfaction is divided into four main indexes: general evaluation objective “Customers” satisfaction index’ is at the first level index; six general elements in the customers’ satisfaction index model including customer expectation, perceived quality, perceived value, customer satisfaction, customer complaints and customer loyalty are at the second level; indexes which are expanded from second level indexes and are accorded with the characteristic of supermarket are at the third level; questions in the questionnaire which are expanded from third level indexes are at the fourth level. This article synthesizes analytic hierarchy process method and principal component analysis method to confirm the contribution of indexes at each level to customers’ satisfaction. In the end, this article calculated the students’ satisfaction of supermarket in the campus and put forward suggestions according to the factors that influence the satisfaction.