Customer Satisfaction Management Research Of Supermarket Chain On The Basis Of The Supply Chain

Market competition eventually become competition between supply chains competefor customer resources, focus on customers’ needs and exploring how to make customersatisfaction,has become an indispensable element of the supermarket chain enterprises togain competitive advantage. This paper studies the final customers of supermarket supplychain, to select customer satisfaction influencing factors from the view of the supply chain,establishing customer satisfaction model of chain supermarket, identifying several keyindicators that affect customer satisfaction through empirical analysis,drawing four mainproblems of customer satisfaction, so as to solve the problem through regard the supplychain as a whole,conduciving to the customer satisfaction management of chainsupermarket completely towards customer-oriented, improving customer satisfaction, andconstantly enhancing market competitiveness.This paper adopted the theory of customer satisfaction, the theory of supply chainvalue, customer value theory, statistics, structural equation theory and analysis methods,contents focus on the impact analysis of customer value from the view of the supply chainoperation, building customer satisfaction theoretical model of supermarket chain,exploratory analysising and confirmatory analysising for theoretical model, resultsanalysising of satisfaction survey,drawing the main customer satisfaction problems ofchain supermarket,proposeing the measures, and so on. The key findings are as follow:(1)According to customer value theory and structural equation modeling,to establisha customer satisfaction impact factor model of the supermarket chain, the model includescustomer value, customer satisfaction, customer complaints, customer loyalty, the choiceof variables both consider the combination of the general theory of structural equationmodeling and several customer satisfaction mainstream models, and taking into Liuzhoulocal supermarket chains actual, can be a true reflection of the local supermarket chainsactual customer satisfaction.(2)Analysising of the data from the questionnaire with AMOS7.0&SPSS17.0,exploratory analysising and confirmatory analysising for theoretical model, as well ascustomer satisfaction survey results were analyzed to verify the paper seven basicassumptions, and draw four main problems in customer satisfaction management of chainsupermarket, such as out of stock, more passive in response to customer needs, narrowrange of products could be selected, higher price.(3)Treating the supply chain as a whole to solve the customer satisfaction issue of chain supermarket, proposing three targeted measures:optimizing the supply chaininventory, strengthening the information technology and building a high level of supplychain logistics and distribution system.The innovation of this paper is mainly to study the supermarket customersatisfaction management issues in the perspective of the supply chain, and tackling theissues through regard the supply chain as a whole, offering a new reference for customersatisfaction management research of the supermarket chain.