In recent years, with the intensification of competition in the retail market, consumers' requirements for the quality of goods and services are constantly improving, and improving the service quality has become an important aspect to improve the competitiveness of retail enterprises. Through the investigation and analysis of customer demands at Beidaihe Ugrant supermarket using the Kano-QFD model, various aspects have been explored, including the importance of the customer base, the revised two-dimensional quality classification of the Kano model, the final importance of customer demands, service quality characteristics, and the importance-satisfaction quadrant analysis. The study has successfully identified the most critical projects in terms of customer demand and the projects that require significant improvements. By aligning the projects in need of improvement with the most critical customer demands, it is concluded that the key areas requiring optimization at Beidaihe Ugrant are "in-sales service primarily focused on online and offline promotional activities" and "after-sales service."

Wang Ce, Li Xinyue, Yin Fan, Liu Fuhai. Study on Supermarket Service Quality Optimization Based on Kano-QFD model—Take Beidaihe Ugrant Life Square as an Example. Academic Journal of Business & Management (2024) Vol. 6, Issue 6: 53-60. https://doi.org/10.25236/AJBM.2024.060609.

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