长沙市新华书店顾客满意度提升策略研究

发布时间：2018-05-25 07:50

本文选题：新华书店 + 顾客满意度　；参考：《中南大学》2012年硕士论文

【摘要】：在经济快速发展和书店业竞争日趋激烈的今天,书店经营最为关键的是需要了解市场的动向,一切以客户的需求为核心,满足客户的需求,从而逐步提升客户的满意度、创造顾客忠诚,这样才能够长远发展,并形成自己的核心竞争优势。也就是说,顾客满意应成为当下书店经营活动的基本准则。但在实际经营的时候,本文的研究对象长沙市新华书店在提高顾客满意和培养客户忠诚度等方面存在诸多问题。为此如何提高顾客满意度就显得十分必要。本文在理论上介绍了中国书店行业的竞争环境、顾客满意度理论、以及满意度的测评方法,并采用实证调研的方法,通过数据处理和结果分析研究了顾客购买需求与顾客满意之间的关系,为如何提升顾客满意奠定了理论基础。同时,本文从实践的角度,抓住长沙市新华书店顾客满意的关键问题,运用成熟的顾客满意度测评体系对长沙市新华书店的顾客满意度进行了调查,并做了实证上的分析和验证,为如何提升顾客满意奠定了实践基础。最后,通过理论和实践相结合的方法,构建出新的对策以帮助长沙市新华书店提高顾客满意度。
[Abstract]:With the rapid development of economy and the increasingly fierce competition in the bookstore industry, the most important thing for bookshop management is to understand the market trends, take the customer's demand as the core, satisfy the customer's demand, and gradually improve the customer's satisfaction. Create customer loyalty, so that long-term development and form their own core competitive advantage. That is to say, customer satisfaction should become the basic criterion of bookshop operation. However, in the actual operation, there are many problems in improving customer satisfaction and cultivating customer loyalty of Xinhua Bookstore in Changsha City. Therefore, how to improve customer satisfaction is very necessary. This paper theoretically introduces the competitive environment, customer satisfaction theory, and evaluation methods of Chinese bookstore industry, and adopts the method of empirical investigation. The relationship between customer purchase demand and customer satisfaction is studied through data processing and result analysis, which lays a theoretical foundation for how to promote customer satisfaction. At the same time, from the point of view of practice, this paper makes a survey on the customer satisfaction of Xinhua Bookstore in Changsha by using the mature customer satisfaction evaluation system. And the empirical analysis and verification for how to improve customer satisfaction lay a practical foundation. Finally, through the combination of theory and practice, a new strategy is constructed to help Xinhua Bookstore in Changsha to improve customer satisfaction.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;G239.23-F

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