【正文】 內(nèi)蒙古科技大學(xué) 本科生畢業(yè)設(shè)計(jì)說明書（畢業(yè)論文） 題 目： 基于顧客滿意度的包頭百貨大樓競爭力分析 專 業(yè)： 市場營銷 內(nèi)蒙古科技大學(xué)本科 畢業(yè)論文 I 摘要 在當(dāng)今 買方 市場環(huán)境下，市場競爭越來越激烈，對企業(yè)來說擁有顧客就意味著擁有了在市場中繼續(xù)生存的理由，而擁有高滿意度的顧客則是企業(yè) 獲得核心競爭優(yōu)勢的動力源泉。因而，當(dāng)前企業(yè)的核心任務(wù)一方面是提升企業(yè)核心競爭力適應(yīng)顧客需求的變化，以提升市場競爭力，另一方面則以先進(jìn)的管理思想為指導(dǎo)，采取科學(xué)的管理手段通過降低價格、優(yōu)化服務(wù)、改善環(huán)境、提升質(zhì)量等方式來提高顧客的滿意度。 本文 首先對顧客滿意度和競爭力的國內(nèi)外理論進(jìn)行了闡述，并指出了顧客滿意度和企業(yè)競爭力的密切相關(guān)關(guān)系 ；然后采用因子分析方法對包頭百貨大樓的顧客滿意度調(diào)查數(shù)據(jù)進(jìn)行了整理和分析，通過該分析找出了影響顧客滿意度的幾個重要因子；另外，根據(jù)因子分析當(dāng)中求得的每個要素對顧客滿意度的貢獻(xiàn)率大小列出了“包頭百貨大樓顧客滿意度重要性矩陣”；最后，本文根據(jù)“包頭百貨大樓顧客滿意度重要性矩陣”每個象限的要素狀況對包頭百貨大樓 在未來如何提升自己的競爭力提出了合理化 的 建議。 關(guān)鍵詞： 顧客滿意度 競爭力 因子分析 包頭百貨大樓 內(nèi)蒙古科技大學(xué)本科 畢業(yè)論文 II Abstract In the current buyer39。s market environment, market petition is more and more intense, the enterprise has the customer means have in the market to continue to survive, and have high satisfaction of the customer is the enterprise core petitive power. Therefore, the enterprise39。s core mission is to enhance the core petitiveness of enterprises to adapt to the demand of the customer, in order to enhance market petitiveness, on the other hand, with advanced management thought as the instruction, to adopt scientific management methods through reducing the price, optimal service, improve the environment, enhance the quality and ways to improve customer satisfaction. This paper first on the customer satisfaction and the petitiveness of the domestic and international theories are described, and pointed out that the customer satisfaction and pany petition ability closely related relation。 then by using the method of factor analysis to Baotou department store customer satisfaction survey data collation and analysis, through the analysis we find out some important factors affecting customer satisfaction。 in addition, according to factor analysis of the each of the elements of satisfaction to customer contribution rate lists Baotou department store customer satisfaction importance matrix。 finally, according to the Baotou department store customer satisfaction importance matrix for each quadrant of the elements of Baotou department store in the future how to promote oneself petition ability put forward the rationalization proposal. Keywrods: Customer satisfaction Competitiveness Factor analysis Baotou department store 內(nèi)蒙古科技大學(xué)本科 畢業(yè)論文 III 目 錄 摘要 ………………………………………………………………………………… .I Abstract……………………………………………………………………………. .II 1. 緒論 ...................................................................................................................... 1 研究背景 ........................................................................................................ 1 研究方法 ........................................................................................................ 2 研究意義 ........................................................................................................ 3 理論意義 ............................................................................................... 3 現(xiàn)實(shí)意義 ............................................................................................... 3 2. 顧客滿意度和企業(yè)競爭力相關(guān)理論文獻(xiàn)綜述 ................................................. 4 顧客滿意度相關(guān)理論綜述 ................................................................................ 4 顧客滿意度的定義 ................................................................................. 4 顧客滿意度相關(guān)文獻(xiàn)綜述 ...................................................................... 4 企業(yè)競爭力相關(guān)理論綜述 ................................................................................ 5 企業(yè)競爭力的定義 ................................................................................. 5 企業(yè)競爭力相關(guān)文獻(xiàn)綜述 ...................................................................... 5 3. “包百”顧客滿意度調(diào)查分析 ......................................................................... 7 “包百”顧客滿意度問卷調(diào)查過程分析 ........................................................... 7 調(diào)查目的 ............................................................................................... 7 調(diào)查地點(diǎn) ............................................................................................... 8 調(diào)查時間 ............................................................................................... 8 調(diào)查對象 ............................................................................................... 8 調(diào)查方法 ................................................................................................ 8 調(diào)查內(nèi)容 ............................................................................................... 8 調(diào)查樣本總體特征及描述性統(tǒng)計(jì)分析 ............................................................ 10 樣本總體特征 ...................................................................................... 10 樣本描述性統(tǒng)計(jì)分析 ........................................................................... 11 4. 基于因子分析法的“包百”顧客滿意度分析 ............................................... 12 因子分析的信度和效度檢驗(yàn) .......................................................................... 12 內(nèi)蒙古科技大學(xué)本科 畢業(yè)論文 IV 信度檢驗(yàn) ............................................................................................. 12 效度檢驗(yàn) ............................................................................................. 13 公因子提取過程分析 ..................................................................................... 13 根據(jù)公因子進(jìn)行的各因素變量的分析 ............................................................ 15 5 結(jié)合因子權(quán)重的“包百”競爭力分析 ......................................................