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摘要
      在全球经济增长迅速的今天，零售业市场竞争愈演愈烈。大型综合超市作为零售业的典型业态，已经认识到只有不断创造并保持顾客满意才是应对严峻挑战、赢得竞争优势的重要市场战略和长期效益源泉。本研究选取地处河北省沧州市的同天大型综合超市作为测评对象，对其顾客满意度测评流程和方法进行深入研究，构建具体的顾客满意度指数测评模型和评价指标体系，通过实地调查分析其顾客满意度以寻找差距和不足，旨在从理论和实践两方面为同天大型综合超市经营管理决策和监控提供可靠数据，为其战略制定和竞争能力提升提供建议。
      本文第一章首先简单介绍了研究背景，阐述了研究目的和意义，提出问题并指明论文结构及创新点。第二章为相关理论和技术概述。对基本概念、国内外顾客满意度研究理论模型和技术方法进行界定分析，为测评研究开展做了理论和技术准备。第二、四、五章为核心部分。第二章在对ACS工和ECS工模型进行借鉴、修正和补充的基础之上，结合同天大型综合超市特性，构建了顾客满意度测评模型及全面系统的测评指标体系。第四章基十调查方案设计，采用问卷调查法对同天大型综合超市顾客满意度进行实地调查，回收筛选问卷。第五章对有效数据进行统计处理和分析检验，找出超市在形象、价格、商品、环境、设施、服务等方面的不足，并提出针对性改进措施和方案建议。例如:加强品牌传播，塑造良好形象;调整价格结构，灵活有效促销;重视需求差异，改善商品结构;创造便利环境，营造舒适体验;提升服务价值，超越顾客期望等等。第六章总结研究结论，指出本次研究的实际贡献和不足之处，并对未来顾客满意度测评提出了展望。
关键词:顾客满意度，顾客满意度测评，大型综合超市，指标体系
Abstract
      With the rapid growth of today's global economy, competition of the retail market is getting more and more intensified. As a typical form of the retail industry, large-scale comprehensive hypermarkets have already recognized that only constantly creating and maintaining customer satisfaction is the important strategy and long-term benefits source to deal with severe market challenges and to won competitive advantages. In view of this, this study selects TongTian Hypermarket which is located in Cangzhou of Hebei Province as the evaluation object, conducts in-depth survey on customer satisfaction measurement processes and methods to establish specific CSI evaluation model and index system, seek disparity and shortcomings through investigation and analysis of its customer satisfaction degree, and aims at providing reliable data and recommendations from the theory and practice for its management decision-making, strategic development and competitive ability.
      The first chapter of the thesis briefly introduces background, explains the purpose and significance of the study, presents the questions, specify paper structure and the innovation points. Chapter II defined and analyzed the basic concepts, domestic and international customer satisfaction models and technical methods which serve as the theoretical and technical preparations. Chapter III, IV and V are the core part. Based on TongTian hypermarket characteristics, Chapter III establishes a comprehensive customer satisfaction measurement index system in the reference of amending and supplementing ACSI and ECSI evaluation model. Chapter IV describes the survey program  design,  carries  out  surveys  of  customer  satisfaction  about  TongTian hypermarket using questionnaire survey methods, recovery and screens questionnaires. Chapter V conducts effective data processing and analysis of statistical tests to identify the shortage on image, prices, commodities, environment, facilities and
services of the hypermarket, and propose specific improving measures such as strengthening brand image and communication, adjusting price structure and effective promotion  activities,  improving  commodity  structure  from  different  customer demands,  providing  convenient  and  comfortable  shopping  environment  and experience, creating good customer value and services expectations, and so on. Chapter VI summaries conclusion of the study, points out the actual contributions and inadequacy of the study, and presents the customer satisfaction survey prospect.
Key words: CSI, Customer Satisfaction Measurement, Hypermarket, Index system