顾客满意度始终是零售业竞争的根本,面临着日益激烈的国际竞争,零售企业必须要高度重视,从服务水平到营销模式都要不断改进。文章以吉林省为例,围绕着吉林省零售业的发展经营状况,对如何提高吉林省零售业顾客满意度提出了一系列对策,为今后的研究提供一些有力的依据。 Customer Satisfaction is always the root of the retail competition. Facing the increasingly fierce international competition, the retail enterprises must attach great importance to it, and the service level and marketing mode must be continuously improved. This paper takes Jilin Province as an example, puts forward a series of countermeasures on how to improve customer satisfaction of retail industry in Jilin Province around the development and operation of retail industry in Jilin Province, and provides some strong evidences for future research.