毕业论文 陈发连（定稿）.docx

摘要现如今随着市场经济的发展和消费者的购买心理以及行为的不断变化而作为消费者的直接对接者的零售行业面临着巨大的挑战特别是在顾客资源方面的竞争越来越激烈。虽然友谊超市的发展已经非常成熟但是也面临着严峻的挑战导致友谊超市顾客流失率越来越严重。友谊超市在如此背景下想要获得维持生存以及利润就要抓住顾客然而拥有更多顾客才能够提升经营效益所以对友谊超市顾客忠诚度进行探析就看起很有意义以及必要性。本文从惠州的零售业的背景以及友谊超市自身的发展状况发现顾客忠诚度所存在的问题从国内外的文献所研究顾客忠诚度理论及其影响因素结合友谊超市的自身特点从顾客满意度、顾客信任、顾客感知价值、服务质量、超市顾客管理这五个影响因素探析友谊超市的顾客忠诚度在此基础上通过调查问卷对友谊超市的顾客进行了调查用统计软件对调查数据进行处理和分析进一步的分析所具体存在的问题。通过这五个因素的分析提出友谊超市提高顾客满意度、增强顾客信任、建立顾客情感忠诚、提高服务质量和建立维系顾客忠诚度体系的策略从而提高顾客忠诚度。关键词：友谊超市顾客忠诚度顾客忠诚度因素顾客忠诚度提升策略AbstractNowadayswiththedevelopmentofmarketeconomyandtheconstantchangeofconsumers'purchasingpsychologyandbehaviortheretailindustryasthedirectcontactofconsumersisfacinggreatchallengesespeciallytheincreasinglyfiercecompetitionincustomerresources.Althoughthedevelopmentoffriendshipsupermarkethasbeenverymatureitalsofacesseverechallengesresultinginthefriendshipsupermarketcustomerturnoverrateismoreandmoreserious.Inthiscontextfriendshipsupermarketneedstoseizecustomersinordertosurviveandmakeprofits.Howeveronlybyhavingmorecustomerscanitsoperatingefficiencybeimproved.Thereforeitisofgreatsignificanceandnecessitytoanalyzethecustomerloyaltyoffriendshipsupermarket.FromHuizhouretailbackgroundandfriendshipsupermarket'sowndevelopmentsituationdiscoveredtheexistingproblemsandcustomerloyaltyfromthedomesticandforeignliteraturestudyandinfluencingfactorsofcustomerloyaltytheorycombinedwiththecharacteristicsofthefriendshipsupermarketfromcustomersatisfactioncustomertrustcustomerperceivedvalueservicequalitysupermarketcustomermanagementthesefivefactorsanalysisthefriendshipsupermarketcustomerloyaltyonthisbasisthroughthequestionnairesurveyedthefriendshipsupermarketcustomersusingstatisticalsoftwareforsurveydataprocessingandanalysisfurtheranalysisofthespecificproblems.Throughtheanalysisofthesefivefactorsthispaperputsforwardt