近几年来，零售欧亿·体育（中国）有限公司已成为竞争最激烈的欧亿·体育（中国）有限公司之一，超市之间的竞争越来越 激烈。随着我国综合实力的大幅度提升，人们生活水平不断地提高，人均消费水 平快速增长。为了满足广大群众日益增长的物质文化需求，各类超市层出不穷， 有效满足了人们的消费需求。另一方面，消费者所拥有的消费理念也正在发生着 很大的变化，对所购买的产品和服务都有了更高的要求。顾客满意度是决定超市 是否具备竞争优势的关键因素。通常情况下，满意度越高，顾客回头率就越高。 顾客也会将自己认同的超市介绍给自己的亲朋好友，通过口碑宣传扩大超市影响 力，进而吸引更多的顾客，同时提高超市的知名度。 在我国改革开放的推动下，新疆地区经济呈现快速稳步增长，超市欧亿·体育（中国）有限公司迅速 发展。尤其是在西部经济不断崛起的过程中，顾客消费水平日益提高，为满足顾 客多元化需求，乌鲁木齐的各大超市不断地改善经营策略、提升服务质量。然而， 近年来，大型超市面临着新的挑战，一是专业性电器产品大卖场的普及；二是便 利店的兴起为人们提供了更加便利的服务；三是电子商务的迅速普及与强大的物 流服务为顾客带来了更加快捷的购物体验。在这样一个充满竞争的环境下，顾客 满意度的研究尤为重要，且随着经济的发展其研究也有了新的意义。本文通过选 取新疆乌鲁木齐市家乐福超市的顾客作为抽样对象以获取数据来进行调查研究, 为各大超市能够留住更多的顾客从而促使企业更好地发展并提高市场竞争力而 提供一定的参考意见。 首先，通过文献研究的方法对顾客满意度相关理论及乌鲁木齐市家乐福超市 有了深入的了解；其次，通过借鉴国内外顾客满意度相关理论及典型研究模型， 提出影响家乐福超市顾客满意度的 6 项指标即超市形象、商品机制、商品价格、 员工服务、便利服务、超市环境，根据相关指标建立研究模型并设计调查问卷； 再次，根据调查结果，运用 SPSS 软件对数据进行分析比较；最后，根据乌鲁木 齐市家乐福超市存在的问题提出相关的顾客满意度提升策略。本文通过研究发 现，乌鲁木齐市居民对家乐福超市购物环境及服务质量方面的满意度较低，存在 的问题较为突出，因此需要超市在这几方面做出较大的改善。 关键词，顾客满意度;大型超市;家乐福;乌鲁木齐新疆大学硕士研究生学位论文 II Abstract With the substantial improvement of China’s comprehensive strength, people’s living standards have been continuously improved, and the per capita consumption level has been growing rapidly. In order to meet people’s ever-increasing material and cultural needs, various kinds of supermarkets have emerged in an endless stream, effectively meeting people’s consumption needs. Supermarkets play an increasingly important role in social development and have become an transportation and entertainment. On the other hand, the consumption concept of consumers is also undergoing great changes, and they have higher requirements for the products and services they buy. In recent years, the retail industry has become one of the most competitive industries, and the competition between supermarkets is becoming increasingly fierce. In competition, customer satisfaction is the key factor to determine whether a supermarket has competitive advantages. In general, the higher the satisfaction is, the higher the customer return rate will be. Customers will also introduce the supermarket they identify to their friends and relatives, expand the influence of the supermarket through word of mouth publicity, so as to attract more customers and improve the popularity of the supermarket. As a major province in the northwest of China, Xinjiang is relatively remote in geographical location, and its economic development is slower than light, so the development of large supermarkets in this region is later than that in the east and the west. Never theless, with the promotion of China’s reform and opening up, Xinjiang’s economy presents rapid and steady growth, and the supermarket industry develops rapidly. Especially in the process of the continuous rise of the economy in the west, the level of customer consumption is increasing day by day. In order to meet the diversified needs of customers, the major supermarkets in Urumqi have been constantly improving their business strategies and service quality. In such a competitive environment, the study of customer satisfaction is particularly important, and with the development of economy, the study has new significance. In this paper, the customers of Carrefour supermarkets in Urumqi, Xinjiang were新疆大学硕士研究生学位论文 III selected as sample objects to obtain data for investigation and research, so as to provide some reference opinions for supermarkets to retain more customers and promote enterprises to develop better and improve market competitiveness. Firstly, through the method of literature research, I have a deep understanding of customer satisfaction theory and Carrefour in Urumqi. Secondly, by customer satisfaction at our Country and abroad for reference, the related theory and typical research model influence to Carrefour supermarket customer degree of satisfaction of six indexes mechanism in supermarket image, commodities, commodity price, staff service, convenient service, supermarket environment, according to the relevant index research model and designed the questionnaire again, according to the survey, using SPSS software to analyze data comparison. Finally, according to the existing problems of Carrefour supermarkets in Urumqi, the paper proposes relevant strategies to improve customer satisfaction. This paper finds that Urumqi residents are less satisfied with the shopping environment and service quality of Carrefour supermarkets, and the existing problems are more prominent, so supermarkets need to make greater improvements in these aspects. Keywords: Customer Satisfaction;Super Market;Carrefour;Urumqi新疆大学硕士研究生学位论文 IV 目 录 摘要.............................................................. I Abstract.......................................................... II 1 绪论 ............................................................ 1 1.1 研究背景及选题意义...........................................1 1.1.1 研究的背景.............................................1 1.1.2 选题的意义 ............................................1 1.2 研究思路及基本框架...........................................2 1.3 研究方法.....................................................3 1.4 研究创新点...................................................4 2 顾客满意度相关理论............................................... 5 2.1 国内外研究现状 ..............................................5 2.1.1 国内顾客满意度研究现状.................................5 2.1.2 国外顾客满意度研究现状.................................7 2.2 顾客满意度相关理论..........................................10 2.2.1 顾客满意度的概念......................................10 2.2.2 顾客满意度的影响因素..................................11 2.2.3 顾客满意度的测度模型..................................12 2.3 超市顾客满意度的内涵及衡量指标..............................13 2.4 影响大型超市顾客满意度的主要因素............................14 3 顾客满意度调查研究.............................................. 16 3.1 乌鲁木齐市家乐福超市简介....................................16 3.2 研究模型....................................................17 3.3 研究设计....................................................18 3.3.1 调查问卷开发和量表设计................................18 3.3.2 调查问卷数据收集......................................20 3.3.3 调查问卷顾客满意度计算 ...............................20 4 调查结果及分析.................................................. 21新疆大学硕士研究生学位论文 V 4.1 调查问卷统计结果分析........................................21 4.1.1 问卷的信度分析........................................21 4.1.2 问卷的效度分析........................................22 4.2 样本描述统计分析............................................22 4.2.1 顾客基本信息分析......................................22 4.2.2 顾客满意度整体分析....................................24 4.2.3 满意度指标均值分布....................................36 4.3 乌鲁木齐市家乐福超市顾客满意度存在的问题....................37 5 乌鲁木齐市家乐福超市顾客满意度提升策略 .......................... 39 5.1 乌鲁木齐市家乐福超市顾客满意度提升的主要因素................39 5.2 乌鲁木齐市家乐福超市顾客满意度提升策略......................39 5.