基于客户维度视角下构建新零售超市行业的绩效评估模型

Performance Evaluation Model of the Construction of New Retail Supermarket Industry from the Perspective of Customer Dimension

为推动国内贸易高质量发展,构建新发展格局,借助多维度、各式各样的消费渠道以及介质,以此营造一个高效便民的城市生活圈,主打便民性、标准性、智慧性、高品质性的社区服务,超市行业发挥着极其重要的作用。至2021年4月,我国超市行业近五年规模的平均增长率均超30%。超市行业作为一种新型线下零售业模式,更容易满足人们的突发性需求,而且大背景下消费者拥有比以往更多的选择权,客户满意度作为衡量产品质量或服务质量的一种综合性指标,也备受社会关注。因此文章从平衡计分卡,并就客户维度来着重研究,借助中国客户满意指数基本模型(CCSI),利用AHP法与熵权法的定性与定量结合,建立有针对性的绩效评估模型。

In order to promote the high-quality development of the domestic trade and build a new development pattern,with the help of multi-dimensional,a variety of consumption channels and media,in order to create an efficient and convenient urban life circle which is cha raterized by convenient,standard,intelligent and high-quality community services,supermarket industry plays an extremely important role.To April 2021,the average growth rate of the scale of Chinese supermarket industry in the past five years is more than 30%.As a new offline retail mode,the supermarket industry is easier to meet people's sudden needs,and consumers have more choices than before under the background.Customer satisfaction,as a comprehensive index to measure product quality or service quality,has also attracted much attention from the society.Therefore,this paper focuses on the research from the balanced scorecard and customer dimension,and establishes a targeted performance evaluation model with the help of the basic model of Chinese Customer Satisfaction Index(CCSI)and the qualitative and quantitative combination of AHP method and entropy weight method.