With the opening of China retail market, more and more Chinese retail enterprises have realized that continuously improving customer satisfaction is an important means for retail enterprises to survive and develop. Therefore how to raise customer satisfaction in an appropriate way has received much attention.
In this thesis, the first chapter describes the status of the customer satisfaction study and establishes a customer satisfaction system for retail enterprises. Chapter 2 describes Wal-Mart on its business in China and the situation and industrial environment on Wal-Mart business in Nanchang. In chapter 3, according to the features of retail customer satisfaction system, it analyzes the practices of Nanchang Wal-Mart business from the goods, services, the environment and image. Chapter 4 is Wal-Mart Nanchang status of the customer satisfaction surveying. It sums up the weakness and the successful experience of Nanchang Wal-Mart combining the results of the survey analysis. In the end of this thesis, it makes some recommendations on how to raise the customer satisfaction in the local and transnational operation for Chinese retail enterprises.