我国零售业顾客满意度的研究摘 要本文以零售业中的购物中心为客体，通过问卷调查方法，建立了顾客满意度评价指标体系，将影响顾客满意度的主要因素归结为六个方面，即核心利益、形式利益、期望利益、延伸利益、货币成本、非货币成本。依据对零售业顾客满意度进行的分析，本文提出了加强顾客满意度经营，关注影响消费者满意度的具体因素，加强员工素质培养，提高商场服务质量等建议。［关键词］ 零售业；顾客满意度；研究方法Abstract This paper retail shopping center as the object, through a questionnaire survey method, has established the customer degree of satisfaction evaluation index system, the influence of the main factors of customer satisfaction comes down to six aspects, namely the core interests, form interest, expectation interest, extending benefits, monetary cost, non monetary cost. Based on the analysis of customer satisfaction in retail industry, this paper proposes strengthening the management of customer satisfaction, pay attention to the specific impact on customer satisfaction factors, strengthen the quality of staff training, improve the quality of service that shopping malls.[ Key words ] retail industry; customer satisfaction; research methodsI目 录摘 要..................................................................I引言....................................................................1一、顾客满意度概念及研究必要性..........................................1（一）顾客满意度的概念..............................................1（二）测量顾客满意度的必要性........................................2二、我国零售业顾客满意度现状............................................4（一）我国零售业顾客满意度现状分析——以深圳市零售行业为例..........4（二）我国零售企业顾客满意度的测量..................................7三、我国零售业顾客满意度关键因素分析...................................10（一）购物环境.....................................................10（二）地理位置...............
