Evaluation Of Community Fresh Supermarkets Customer Satisfaction And The Countermeasures Research

With the enhancement of people’s living standard and a corresponding rise in consumption capacity, consumers are increasingly demanding the safety, health, quality and service of fresh products. and very valued the services provided by fresh supermarket.It is also to enhance the food requirements of consumers, forcing all kinds of fresh and consumer goods must be upgraded transform their ways of business.The unique geographical advantages and business model so that it can meet the general emergency needs within the community and to the extent of fresh produce stringent requirements is the real advantage of community fresh supermarket.Many years of practical experience of developed countries shows that fresh supermarket will also occupation fresh products retail market, which is the inevitable result of economic, social and commercial development.Customer satisfaction is a relatively objective evaluation method,by evaluating consumer satisfaction level of the enterprise,community fresh supermarket can make aware of their shortcomings and advantages,and allows the communities fresh supermarket reform and upgrade with a clear direction and clear goals.This paper attempts to customer satisfaction on the basis of previous studies, according to CS theory, on the basis of fresh supermarket’s industry characteristics,from product satisfaction, service satisfaction and customer relationships to build three angles customer satisfaction evaluation system.Then using structural equation modeling,analyze the survey data with the use of Amos17.0 software,to verify the research hypothesis and model.The conclusion that the price is still a factor in customer satisfaction, at the same time the quality of goods offered freshness supermarkets, service quality, shopping environment and service staff also affects customer satisfaction.Then, based on the public interest on the development status of the supermarket, Further put forward the implementation of brand strategy, to strengthen the management of fresh produce, improve fresh goods distribution system, improve the management level of service and to create a good shopping environment improvements.