尊敬的受訪者：您好！本問卷用于西交利物浦大學(xué) IOM208 市場調(diào)研課程學(xué)術(shù)研究，旨在探究門店服務(wù)體驗、商品場景價值、品牌會員運營等因素對蘇州年輕消費者全家滿意度與忠誠度的影響。問卷全程匿名，不收集個人身份信息，數(shù)據(jù)僅用于團(tuán)體分析。預(yù)計填寫時間：6–8 分鐘。請根據(jù)您近 3 個月在蘇州全家的真實體驗作答。感謝您的參與！
Dear Respondent,This questionnaire is for academic research of XJTLU IOM208 Market Research. It aims to explore the impact of in-store service experience, product scenario value, and brand membership operation on young consumers’ satisfaction and loyalty toward FamilyMart in Suzhou. The questionnaire is completely anonymous, and all data are used for group analysis only. It takes about 6–8 minutes to finish. Please answer based on your real experience at FamilyMart in Suzhou in the past 3 months. Thank you!
1. 請問您的年齡屬于以下哪個范圍？Which age group are you in? 18–22 歲 / 18–22 23–28 歲 / 23–28 29–35 歲 / 29–35 35 歲以上 / Above 35 不愿透露 / Prefer not to say
2. 請問您目前是否在蘇州生活、學(xué)習(xí)或工作? Are you living, studying or working in Suzhou? 是 / Yes 否 / No
3. 您當(dāng)前的主要身份是? What is your current main status? 學(xué)生 / Student 在職工作 / Working 以上都不是 / None of the above
4. 您去蘇州全家便利店的頻率是? How often do you visit FamilyMart in Suzhou? 幾乎每天 / Almost every day 每周 3–5 次 / 3–5 times a week 每周 1–2 次 / 1–2 times a week 每月 1–3 次 / 1–3 times a month 少于每月 1 次 / Less than once a month
5. 您在全家單次消費金額通常是？How much do you spend per visit?
10 元及以下 / RMB 10 or below 11–30 元 / RMB 11–30 31–50 元 / RMB 31–50 50 元以上 / Above RMB 50
6. 您對全家的會員權(quán)益以及小程序功能是否有了解？Do you have any understanding of the Family Membership benefits and the features of the mini-program? 比較了解 / quite familiar 了解有限 / not very familiar 完全不了解 / totally not familiar
7. 您在全家通常購買哪些商品？What do you usually buy? 鮮食 / 便當(dāng) / 飯團(tuán) / 面包 / Ready-to-eat meals, rice balls, bakery 零食 / Snacks 飲料 / Beverages 咖啡 / Coffee 日用品 / Daily necessities 其他 / Other
8. 您選擇全家的主要原因？Main reasons for choosing FamilyMart? 位置更近 / Closer location 商品適配日常場景 / Products fit daily scenarios 鮮食 / 咖啡品質(zhì)好 / Good quality of fresh food & coffee 門店環(huán)境舒適 / Comfortable store environment 服務(wù)體驗好 / Good service experience 會員活動吸引人 / Attractive membership activities
以下描述與您在全家的 門店服務(wù)體驗 相關(guān)，請根據(jù)您的認(rèn)可程度進(jìn)行評分。 The following statements are related to your in-store service experience at FamilyMart. Please rate according to your agreement. 9. 門店衛(wèi)生干凈整潔 / Store is clean and tidy
10. 店內(nèi)環(huán)境舒適、燈光 / 溫度適宜 / Comfortable environment with proper lighting & temperature
11. 員工態(tài)度友好、主動熱情 / Staff are friendly and enthusiastic
12. 員工業(yè)務(wù)熟練、響應(yīng)及時 / Staff are professional and responsive
13. 結(jié)賬快速、排隊時間短 / Fast checkout with short waiting time
以下描述與全家商品場景價值相關(guān)，請根據(jù)您的認(rèn)可程度進(jìn)行評分。The following statements are related to product scenario value of FamilyMart. Please rate according to your agreement.
14. 商品能滿足早餐 / 午餐 / 夜宵等場景需求 / Meet breakfast/lunch/snack needs
15. 鮮食新鮮、口味穩(wěn)定、適合快速就餐 / Fresh & tasty ready-to-eat meals
16. 商品組合方便快捷（如套餐、組合裝） / Convenient product sets
17. 商品種類能覆蓋日常應(yīng)急需求 / Cover daily emergency needs
18. 商品品質(zhì)穩(wěn)定、值得信賴 / Stable and reliable product quality
以下描述與全家品牌會員運營相關(guān)，請根據(jù)您的認(rèn)可程度進(jìn)行評分。The following statements are related to brand membership operation of FamilyMart. Please rate according to your agreement.
19. 會員注冊與綁定流程簡單 / Easy membership registration
20. 會員積分規(guī)則清晰、易獲取 / Clear and easy-to-earn points
21. 會員優(yōu)惠 / 券實用、吸引力強(qiáng) / Practical and attractive member coupons
22. 會員活動豐富、參與便捷 / Rich and easy-to-participate activities
23. APP / 小程序使用流暢、功能實用 / Smooth & useful APP/mini-program
以下描述與您對全家的整體滿意度相關(guān)，請根據(jù)您的真實感受進(jìn)行評分。The following statements are related to your overall satisfaction with FamilyMart. Please rate according to your real feeling.
24. 整體服務(wù)體驗滿意度 / Satisfaction with overall service experience
25. 商品場景適配性滿意度 / Satisfaction with product scenario fit
26. 會員運營服務(wù)滿意度 / Satisfaction with membership operation service
27. 商品價格合理性滿意度 / Satisfaction with price fairness
28. 整體滿意度 / Overall satisfaction
以下描述與您對全家的忠誠度相關(guān)，請根據(jù)您的認(rèn)可程度進(jìn)行評分。The following statements are related to your loyalty to FamilyMart. Please rate according to your agreement.
29. 我會繼續(xù)選擇全家消費 / I will keep visiting FamilyMart
30. 我會優(yōu)先選擇全家而非其他便利店 / I will choose FamilyMart first
31. 我會推薦家人朋友使用全家 / I will recommend FamilyMart to others
32. 您認(rèn)為全家最需要改進(jìn)的 3 個方面？Top 3 improvements
價格 / Price 促銷與會員福利 / Promotions & membership benefits 商品種類與場景適配 / Product variety & scenario fit 鮮食品質(zhì) / Fresh food quality 門店衛(wèi)生與環(huán)境 / Store hygiene & environment 員工服務(wù) / Staff service APP / 小程序功能 / APP/mini-program functions 其他 / Other
33. 性別 / Gender 女 / Female 男 / Male 不愿透露 / Prefer not to say
34. 主要活動區(qū)域 / Main district in Suzhou
姑蘇區(qū) / Gusu 工業(yè)園區(qū) / SIP 高新區(qū) / High-tech Zone 吳中區(qū) / Wuzhong 相城區(qū) / Xiangcheng 吳江區(qū) / Wujiang 其他 / Other
35. 每月可支配生活費 / Monthly living expense 1500 及以下 / ≤1500 1501–2500 2501–4000 4001 以上 / >4000 不愿透露 / Prefer not to say
36. 每月可支配收入 / Monthly disposable income 3000 及以下 / ≤3000 3001–5000 5001–8000 8001 以上 / >8000 不愿透露 / Prefer not to say
問卷到此結(jié)束，衷心感謝您的寶貴時間與真實反饋！祝您生活愉快！This is the end of the questionnaire. Thank you very much for your time and feedback! Have a nice day!