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随着我国零售流通市场的全面开放,本土零售企业和外资零售企业在大型超市领域的竞争必将进一步加剧,其竞争力的提升最终落脚于通过具体价值要素绩效的持续改进赢得更高的总体顾客满意度。本文以实证数据为支撑,分析大型超市现有价值要素绩效持续改进战略的优劣,并根据价值要素绩效与总体顾客满意度之间关系的非线性与非对称性,提出了双因素战略。
With the full opening up of China’s retail circulation market, the competition between local retailers and foreign retailers in the supermarkets will surely be further aggravated. The improvement of their competitiveness eventually lags in achieving a higher overall customer base through the continuous improvement of the performance of specific value elements Satisfaction. Based on the empirical data, this paper analyzes the advantages and disadvantages of the continuous improvement strategy of the existing value elements in large supermarkets and proposes a two-factor strategy based on the nonlinear and asymmetrical relationship between the performance of the value elements and the overall customer satisfaction.