Research On The Evaluation Of Supermarket Customer Satisfaction Based On Evidential Reasoning Approach

With the increasing economic development and the improvement in science and technology, the advanced mass production technologies enable market abound with a large number of commodities, the master of commodity trading market has changed from seller to buyer. Similarity of production is very serious today; the people who own customers own the market. Therefore, evaluation of customer satisfaction is very important. Satisfaction is the subjective judgments of human being, due to the lack of information and personal preferences of the differences, subjective judgment of uncertainty will always exist. Several common strengths and weaknesses of the model in Customer Satisfaction were found statistically in which the expression of subjective feelings is of ambiguity and uncertainty and so on. Evidential reasoning algorithm can deal with uncertain subjective judgments and incomplete, so is more suitable for solving the problem including evaluation of subjective judgments. This dissertation based on evidence reasoning algorithm designed a customer satisfaction evaluation model in the case of large supermarkets.In this dissertation, an example of a large Carrefour supermarket in Hefei was assessed. With the theory related to customer satisfaction, and the help of satisfaction measurement by reference to other models and discussions with consumers we establish evaluation index system. the evaluation model was established with index system, In the assessment, we designed the evaluation index based on AHP weights and large supermarket customer satisfaction survey questionnaire, select the Customer research sample, research data is divided into two parts-AHP questionnaire data and customer satisfaction data. The data of AHP questionnaire gathered by GAHP obtain weights. Weight data and customer satisfaction data in evidential reasoning software system are used to get measurement results and the results are tested to be sensitive.In order to make customers satisfaction questionnaires able to express subjective judgments, and to improve their operability, we use an interval instead of rating scale, rate the customer in any interval, the score converted to the appropriate rating scale, so that treatment questionnaire after the customer is more favorable to subjective judgments. In the weight questionnaire, the target rate from a comparison is from 9 / 1, 8 / 1 until 1 / 9. Results got by Weight data and customer satisfaction data in evidential reasoning software system and the results are tested to be sensitive. It is tested that evaluation results are more reliable.Evidential reasoning algorithms combined with the AHP method makes the evaluation process and the customer satisfaction of its state of mind consistent. Therefore customer's experiences are truly psychological. Evaluation results of sensitivity analysis shows that changes in the original data has minor impact on the results, which indicated that they are more stable results. The overall assessment of Carrefour is high, customer satisfaction mostly shown on general merchandise and convenience, which is consistent with the characteristics of large-scale supermarkets, which focusing on products and location. In comparison, the lower satisfaction is on staff service and checkout experience, and Carrefour managers in the communication between the staff members and us agree with the results, they stated that they will make improvements in these areas in the future.