近几年，随着沃尔玛、家乐福、麦德龙等零售业巨头陆续登陆我国，中外大型超市之间的竞争日趋激烈。大型超市的竞争已从基于产品的竞争转向基于争夺顾客资源的竞争，因此顾客满意度成为衡量大型超市竞争力的一个重要指标。本文首先简单介绍了顾客满意度研究背景，研究意义及研究目的。然后对顾客满意度的概念及相关理论进行了介绍和阐述。针对本文的研究主题与目的，对大型超市顾客满意度研究的对象及其购买行为进行了定义，基于顾客视角通过分析我国大型超市存在问题，提出了提高大型超市顾客满意度的相关营销策略，从而促进我国零售行业的进步和发展。最后总结了本文的研究结论，并对未来顾客满意度在大型超市中的影响和作用进行总结，并提出自己的建议。
关键词：顾客满意度 大型超市 营销策略 顾客服务
Abstract
In recent years, with such as wal-mart, carrefour, metro in China in retail giant landed, the increasingly fierce competition between Chinese and foreign large supermarket. Large supermarket competition has changed from the competition based on the product from to the competition based on customer resources, so customer satisfaction become a important index which is used to measure the competitivenesss of the large supermarket .
This paper first briefly introduces the customer satisfaction research background, significance, the domestic and foreign relevant theoretical model, and expounds the research purpose. Then the concept of customer satisfaction and relevant theory are introduced and described. In this paper, the research topics and purpose of large supermarket customer satisfaction research object and purchasing behavior defined based on customer perspective, analyzing the supermarket problems, customer satisfaction are put forward to improve the supermarket related marketing strategies, thus promoting the progress and development of the retail industry. Finally summarized the research conclusion of this paper, and the future customer satisfaction in the large supermarket and influence was summarized, and put forward its own proposals.
Keywords: Customer satisfaction, Large supermarket, Marketing strategy , Customer service.
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