﻿ 超市满意度指数模型

超市满意度指数模型The Model of Supermarket Satisfaction Index

Abstract: The seminar group did some field studies, collected statistics, consulted literature and then concluded a evaluation index system which can be referred to by logistics group and quantify the students’ attitude and feelings to the supermarket by using the model of the north area supermarket. This thesis concludes the characteristics of supermarket’s service systems and the program of customers’ satisfaction in service industry. On this basis, the group made assumptions, built the specific model of the supermarket by using ACSI model as a reference and designed a questionnaire related to satisfaction. And then it used SPSS19.0 and AMOS17.0 to analyze the statistics. After that the group explored the potential relationship among the variables by using the SEM Structure Equation Principle and verified the hypothesis. Finally, the group obtained the factors which influenced the customers’ satisfaction and the influence degrees of these factors by analyzing the precondition variables in the model. The following conclusions are drawn: the satisfaction of supermarket’s service in each stage is positive correlated to perception value and customers’ satisfaction, and the former has the greatest influence on customers’ satisfaction. Perception value is positive correlated to customers’ satisfaction; customers’ satisfaction is negative correlated to customers’ complain. Customers’ satisfaction is positive correlated to customers’ loyalty. Customers’ complain is negative correlated to customers’ loyalty. The model of supermarket satisfaction index which is provided by the thesis is verified. By analyzing precondition variables in customers’ satisfaction index model, the group found out variables which had great influence on customers’ satisfaction, especially the variable which was extremely important on the influence of the satisfaction. Thus other variables have little influence on satisfaction. Finally, the rationality and result analysis of the supermarket satisfaction evaluation system constructed in the paper are summarized.

1. 引言

2. 模型的建立

2.1. 建立模型，确定测评指标体系并进行量化

2.2. 确定被测评对象

2.3. 抽样设计

2.4. 问卷设计

2.5. 实施调查

2.6. 数据汇总，统计检验

2.6.1. 处理数据方法

2.6.2. 文件设计合理性的检验

1、查看同质或互斥题目回答是否协调。如何查看呢？查找问卷调查中含义相近或相反的题目，假设A和B含义很接近，如果有人回答A很低，B很高则说明回答不真实，或者A和B含义相反，有人在这两题上得分一致，也说明说谎。(SPSS中有数据验证功能，在交叉验证中设置好违犯条件即可)

2、查看重复率。看一下同一个样本中有没有谁的回答和别人完全一致或绝大多数题目一致，有的话被视为抄袭或重复样本，需要剔除。(SPSS中有重复数据检查方法，可以检查全部题目或部分题目与他人一致的问卷有哪些)

3、查看题目回答缺失值情况。一般来说，一份问卷如果有15%以上的题目没有回答或者回答“无法确定”，则可以判定该问卷无效。(SPSS中可以通过计数功能来判断每个被试缺失值的多少)

4、查看一个人回答的一致性。如果一份问卷每个题目得分都是一样的或绝大多数一样，例如1~5计分的问卷，全部或大部分题目都选1或3，则最好将其视为无效问卷。

5、因子内项目一致性法。这个方法实际上是方法1的扩展。在很多心理学量表中，例如大五人格，心理健康量表等，可以分为多个因子，每个因子内的项目被认为测量相同的特质，因而得分应该比较接近(除反向题外)。假设A因子有A、B、C、D、E五个题目，一份问卷如果在A、B上得分很高，而在C、D、E上得分却很低，显然是有矛盾的，这样的问卷涉嫌无效。

2.6.3. 信度检验

2.6.4. 效度检验

1) 内容效度

2) 结构效度

2.7. 确定权重

2.8. 计算顾客满意度指数

$CSD=\underset{i=1}{\overset{n}{\sum }}{W}_{i}{X}_{i}$ (1)

2.9. 数据分析，制定对策

3. 模型结论

1) 对各阶段超市服务的满意程度与感知价值、顾客满意度正相关 [5] ；且前者对顾客满意度的影响最大，感知价值与顾客满意度正相关；顾客满意与顾客抱怨负相关；顾客满意程度与顾客忠诚正相关；顾客抱怨与顾客忠诚负相关。本文提出的超市满意度指数模型得到验证。

2) 对客户满意度指数模型的前提变量的分析，找出哪些变量对客户满意的影响程度最大，尤其是哪个变量成为影响满意度的极为关键的因素，从而其他变量对客户满意度没有很大影响 [6] 。最后，对本文所构建的超市满意度测评体系的合理性和测评结果分析进行归纳。

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