基于业态的烟草物流企业客户满意度实证研究

摘要

以福建烟草市场不同经营业态的零售客户为研究对象，根据客户满意度理论，结合烟草企业特点，构建烟草物流企业零售客户满意度指标体系，运用层次分析法建立零售客户满意度评价模型，通过问卷调查展开实证研究，结果表明：总体上各业态满意度差距较大，海晟连锁店得分最高，娱乐场所得分最低；同一业态各分项满意度得分存在差异。%According to the theories of customer satisfaction and the characteristics of tobacco enterprises , it uses the different commercial activities as the research object ,and it describes an index system and uses a method called analytic hierarchy processa to make model of customer satisfaction ,and then it uses the questionnaires to conduct an empirical study .It turns out that:there are great gaps in different commercial activities .Haisheng multiple shop gets the highest score and entertainment places gets the lowest one .there are differences for every item index in a commercial activity.