Research On The Customers' Satisfactory Degree Of Large-Scale Supermakets

Corporations around the world have started to concern on the research of customers'satisfactory degree since 1990s. America's study on customers'satisfactory degree is in a leading position worldwide. The fast development of American Wal-Mart supermarket is tightly related to the efforts paid on enhancing the customers'satisfactory degree. The international large-scale supermarkets continuously entered into Chinese markets and foreign-owned supermarkets paid more efforts than Chinese ones in the aspect of the study on customers'satisfactory degree. For example, they are better than us on setting up index of customers'satisfactory degree, testing and enhancing customers'satisfactory degree. At the same stage of international markets, Chinese large-scale supermarkets must explore good experiences of the industry leaders as references and guidance in order to absorb and improve customers'satisfactory degree according to our own national conditions.There is a trend that foreign large-scale supermarkets are emulatively entering the Chinese markets. Under the competitive circumstances of such a trend, learning from theoretical fruits and practical experiences of foreign professors and successful corporations and exploring the way to set up an index system of customers'satisfactory degree that suits for our national situation as well as comparing with the international large-scale supermarkets and studying their merits to provide some suggestions for managers are of great importance in both theoretical and practical value.In the thesis, followed by reading lots of references and journals , the author chooses two large-scale supermarkets---Chinese Heng Kelong supermarket (branch store on Guilin Road) and American Wal-Mart (branch store on Chongqing Road) in Changchun city as research objects. After investigating and discussing the suggestions from staff and customers in the supermarkets, the author designs the suitable research questionnaires for his analysis on the base of the testing model of Chinese customers'satisfactory degree in the field of service industry. Next, the author revises the questionnaires and makes them more scientific, systematic and valid and tests the questionnaires, using the methods of T test, gene analysis and validity test. Then, the author finds that four items---quality guarantee, the waiting time of checking out, the opening and closing time of supermarkets and the safe degree of the elevators, are not worthwhile enough for his research, because their differentiation index is not obvious at the level of 0.05. He omits these four items. By gene analysis, the author deletes the following two items---what is the evaluation of the people around you? How about the convenience of parking your car when you are shopping? Because the gene's load of these two items is minus. Therefore, the author tests the validity of the questionnaire and gets the number ofα. It is 0.7865 that prove the questionnaires'validity.According to the questionnaire that has been tested to be good, the author analyzes it, using the following formula: Notes: CS=customer satisfaction, Mi=the score of the first sample, N=the gross number of the total sampleThe author uses formula (1) and works out customers'satisfactory degree of each item, and then does minus or plus to display the difference between two supermarkets. As shown in the following table: According to the results of the research, the author analyzes the customers'satisfactory degree of the two supermarkets by the method of gene analysis. As shown in the above table, the author divides the items into four main genes: the image of the supermarkets, the manifestation of the staff in supermarkets, the shopping environments and prices. Then, the author compares these four items and gets the reasons why differences appear.Finally, the author gives some suggestions to managers of our supermarkets in order to enhance the competitive capability and improve the customers'satisfactory degree.Pay more attention to the propaganda of the image of the corporations;Improve the quality of the staff;Set up a good shopping environment; Guarantee the quality and price superiority of the products that are for sale; Emphasize the flow and standardization of services; Enhance the customers'satisfactory degree, meanwhile, improving the customers'faithfulness degree. Deal with customers'complaints correctly and rationally.The limitations of the research are pointed out clearly. The questionnaire of the research is suitable generally, but the numbers of supermarkets and customers are limited in my process of research, so the questionnaire is not good enough to be used to investigate all the supermarkets in customers'satisfactory degree. Therefore, the questionnaire needs more revision in order to make it applicable for all the research usage.