The Customer Satisfaction Research Of Fresh Supermarkets Based On The Fuzzy Comprehensive Evaluation Method

Fresh product plays an irreplaceable role in people’s daily lives. Along with moreattention and policy support on fresh merchandise from our government, there graduallydrives two common fresh merchandise patterns----Frozen Zone in hypermarket and specialfresh supermarket. As a new business mode, fresh supermarket attracts consumers’ favorwith its specific characteristics and advantages. Fresh supermarket not only satisfiesmodern people’s demand for diversification and differentiation, but also gets peopleexperienced the convenience of one-stop shopping. Fresh supermarket is changing people’slifestyle in a subtle way, and realizes a qualitative leap in people’s life quality.Fresh-product retail market is getting more and more competitive due to theappearance of fresh supermarket. Currently, the operators of fresh supermarket focus moreon how to maintain the strategic advantage and market share in the intense competition.Consumers’ satisfaction actuated the change and improvement of retail terminal, and thenconfirms the retail terminal and service which consumers real need. Research shows thatthe consumers’ satisfaction is the driving force for enterprises’ sustainable development.How to measure consumers’ satisfaction with the products or services that supermarketsoffers is the research focuses of this paper.Firstly, this paper theoretical reviews the relevant research results in the field of freshsupermarket. And then in regard to the research methods and questions on freshsupermarket consumers’ satisfaction in home and abroad, this paper makes someevaluation. Through group discussion, this paper confirms the influence factors onconsumers’ satisfaction scientifically, and constructs an evaluation index system about theconsumers’ satisfaction with fresh-supermarket through analytic hierarchy process (AHP).In its empirical part, this paper chooses the major fresh supermarkets in Shizhong District,Lixia District and Licheng District of Jinan City, and carries out research. Throughconstructing hierarchical structural model on consumers’ satisfaction withfresh-supermarket, and applying the AHP method, this paper confirms the weights of relative affecting factors; and this paper assesses consumers’ satisfaction level in fuzzycomprehensive evaluation method. Then based on analysis and assessment, and along withcurrent development status of fresh supermarket, this paper puts forward suggestions andcountermeasures to improve consumers’ satisfaction. In the end of this paper, the results ofthis paper is summarized and repeated, and some inadequacies are also put forward.