浅谈屈臣氏顾客满意度
摘要：在中国国民经济的不断发展下，中国得零售行业取得了史无前例的进步。近年来化妆品零售业态在国内迅速发展，化妆品在零售店的销售额比重在不断上升。在我国的化妆品市场，传统的百货专柜占据了将近70％的占比，但是市场份额在逐渐降低，作为传统化妆品零售业态的一种补充形式，像屈臣氏这种以化妆品为主的零售店给消费者带来了全新的消费模式与购物体验。面对我国化妆品市场越来越激烈的竞争环境，屈臣氏想要更好的发展和获取利润，就必须以顾客为中心，提高顾客满意度，从而建立和培养良好的客户关系，这样才能形成客户忠诚，提升自己的竞争力，进一步占领市场。
关键词：顾客满意度；屈臣氏；零售
Watsons customer satisfaction
Abstract：In the continuous development of China's national economy, the Chinese retail industry has made unprecedented progress. In recent years cosmetics retailing in China rapid development, cosmetics in retail sales in the proportion rising. In our country, although the traditional department store counters accounted for nearly 70% of the cosmetics market, but market share gradually reduced, as a complement to the traditional cosmetics retailing, like Watson the cosmetics retail stores to consumers brought brand-new consumption pattern and shopping experience. In the face of China's cosmetics market is getting more and more fierce competition environment, Watson to better development and profit, it is necessary to Customers as the center, improve customer satisfaction, so as to establish and cultivate good customer relations, so as to form customer loyalty, enhance their competitiveness, and further occupation of the market.
Key words: customer satisfaction ,Watsons, retail
目录
摘要、关键词 1
一、引言 1
二、顾客满意和顾客满意度 2
（一）顾客满意 2
（二）顾客满意度 2
三、屈臣氏现状分析 2
（一）屈臣氏简介 3
（二）优劣势分析 6
四、研究的设计 4
（一）问卷的设计 4
（二）数据收集 4
五、样本分析 8
（一）被调查者个人信息统计分析 8
（二）顾客满意度统计分析 9
（三）顾客重要性统计分析 11
（四）满意度和重要性分析 13
六、建议 13
（一）加强员工管理 13
（二）加强会员管理 14
（三）加强自有品牌管理 15
七、总结 16
参考文献 17
附录 18
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