摘要对于所有企业而言，没有了消费者就没有了市场，没有了市场企业将无法获利生存下去，伴随着“互联网+零售”的影响，各大超市的竞争更加激烈，顾客的竞争夺成本也日益攀升，要想获取较高的顾客重复购买利润并提高在市场上的竞争优势，企业自身则需要发展和培养顾客的满意度和忠诚度。本研究以嘉荣超市银丰店为研究对象，通过SPSS分析结果显示，在「顾客满意度」构面的统计结果显示，年龄在19岁以下的顾客满意度比其它年龄段的顾客满意度要低，原因是该群体大多是学生，由于上学导致无法享受到超市更多的服务。在「顾客忠诚度」构面的统计结果显示，购买生鲜食品的顾客忠诚度比购买其它类型的顾客忠诚度高，原因是嘉荣银丰店的生鲜食品较比市场要便宜，而且环境的布置上更有优势具有吸引力；消费频率为每周至少三次的顾客忠诚度高于其它消费频率的顾客忠诚度，原因是该类顾客大多属于回头客，他们对于超市促销活动了解度高、参加意愿强。此外，研究调查结果显示「顾客满意度」及「顾客忠诚度」为正相关关系。原因是顾客在消费过程中，在心中会对所接触的环境、商品和服务进行评估，当需求得到满足，在消费过程中感到满意就会产生二次消费的可能。而顾客自身的感受是最为直观的，内心达到满意的次数逐渐增多时，就会对该品牌产生高度的依赖或是达到忠诚。关键词：超市顾客满意度顾客忠诚度AbstractForallenterprises,withouttheconsumers,thereisnomarket,noenterpriseprofitwillnotbeabletosurvivethemarket,withtheinfluenceof"Internet+retail",eachbigsupermarketcompetition,customercompetitionseizethecostsarerising,ifyouwanttogethighercustomerrepeatpurchaseprofitsandimprovecompetitiveadvantageinthemarket,enterpriseitselfneedstodevelopandcultivatethecustomer'ssatisfactionandloyalty.YinfengJiaRongsupermarketstorestothisstudyastheresearchobject,throughtheSPSSanalysisresultsshowthatinthe"customersatisfaction"composethestatisticalresultsshowthattheaged19yearsoldofthefollowingcustomersatisfactionislowerthanotheragegroupsofcustomersatisfaction,thereasonisthatmostofthegrouparestudents,duetogotoschoolcan'tenjoythesupermarketmoreservices.Intheaspectof"customerloyalty",thestatisticalresultsshowthatthecustomerloyaltyofpurchasingfreshfoodishigherthanthatofpurchasingothertypesofcustomerloyalty,becausethefreshfoodinjiarongyinfengstoreischeaperthanthemarket,andtheenvironmentlayoutismoreattractive.Theloyaltyofthecustomerswhoseconsumptionfrequencyisatleastthreetimesaweekishigherthanthatofothercustomerswhoseconsumptionfrequencyishigher.Thereasonisthatmostofthesecustomersarerepeatcustomers,whohaveahighunderstandingofsupermarketpromotionactivitiesandastrongwillingnesstoparticipate.Inaddition,theresearchresultsshowthat"customersatisfaction"and"customerloyalty"arepositivelycorrelated.Thereasonisthatintheprocessofconsumption,cust