超市满意度指数模型

The Model of Supermarket Satisfaction Index

摘要: 本文通过实际调查，数据收集，查阅文献，并以该校园北区教育超市为模板，总结出一套可供学校后勤集团参考的、能够将学生对超市服务的态度、感受具体量化出来的评价指标体系。本文归纳出超市服务体系的特点和服务业顾客满意度测评的程序，在此基础上，以ACSI模型为基础，设计出该超市的具体模型、研究假设，依据体系中第四级指标设计了满意度调查问卷；然后，运用SPSS19.0和AMOS17.0对所收集的数据展开系统的分析，根据SEM结构方程原理探究模型中潜在变量之间的关系，验证所提出的假设；通过对模型中前提变量的分析得到各个因素影响对客户满意度、影响程度，得出结论：对各阶段超市服务的满意程度与感知价值、顾客满意度正相关；且前者对顾客满意度的影响最大，感知价值与顾客满意度正相关；顾客满意与顾客抱怨负相关；顾客满意程度与顾客忠诚正相关；顾客抱怨与顾客忠诚负相关。本文提出的超市满意度指数模型得到验证。对客户满意度指数模型的前提变量的分析，找出哪些变量对客户满意的影响程度最大，尤其是哪个变量成为影响满意度的极为关键的因素，从而其他变量对客户满意度没有很大影响。最后，对本文所构建的超市满意度测评体系的合理性和测评结果分析进行归纳。

Abstract: The seminar group did some field studies, collected statistics, consulted literature and then concluded a evaluation index system which can be referred to by logistics group and quantify the students’ attitude and feelings to the supermarket by using the model of the north area supermarket. This thesis concludes the characteristics of supermarket’s service systems and the program of customers’ satisfaction in service industry. On this basis, the group made assumptions, built the specific model of the supermarket by using ACSI model as a reference and designed a questionnaire related to satisfaction. And then it used SPSS19.0 and AMOS17.0 to analyze the statistics. After that the group explored the potential relationship among the variables by using the SEM Structure Equation Principle and verified the hypothesis. Finally, the group obtained the factors which influenced the customers’ satisfaction and the influence degrees of these factors by analyzing the precondition variables in the model. The following conclusions are drawn: the satisfaction of supermarket’s service in each stage is positive correlated to perception value and customers’ satisfaction, and the former has the greatest influence on customers’ satisfaction. Perception value is positive correlated to customers’ satisfaction; customers’ satisfaction is negative correlated to customers’ complain. Customers’ satisfaction is positive correlated to customers’ loyalty. Customers’ complain is negative correlated to customers’ loyalty. The model of supermarket satisfaction index which is provided by the thesis is verified. By analyzing precondition variables in customers’ satisfaction index model, the group found out variables which had great influence on customers’ satisfaction, especially the variable which was extremely important on the influence of the satisfaction. Thus other variables have little influence on satisfaction. Finally, the rationality and result analysis of the supermarket satisfaction evaluation system constructed in the paper are summarized.