Research Of Shopping Image Dimensions And Customer Satisfaction, Customerloyalty

With the rapid development of Chinese economic, Chinese living standards improve quickly. They have more money to spend. So the commerce get rapid development. And the shopping center have a high-speed development in the 21st century. Many shopping centers have been built. As the core theory of marketing, customer satisfaction and customer loyalty have been studied by many researchers, so as the single store image. But there's less research combined these theories with shopping centers, not to mention in China only a few years. In order to find how to divide the dimensions of the shopping center and the relationship between them and the satisfaction, loyalty, we collected extensive literature about shopping center, image, customer satisfaction and loyalty. In the base of the literature and some experts'advices, this paper summarizes six dimensions of the shopping center image, such as the external environment and internal environment, assortment, price, service and marketing. And this paper makes heoretical assumptions and constructs a hypothetical model, then collects data in the form of questionnaires and analyzes the data with SPSS11.5 and LISREL8.70,finally gets the final modified theoretical model. The results show that all of dimensions have a direct and significant impact on customer satisfaction, also customer satisfaction has a direct significant effect on loyalty, but only the external environment and internal environmental factors constitute a direct and significant impact of loyalty. And according to the importance to the customer satisfaction, the dimensions are assortment, external environment, internal environment, service, price and marketing. This paper is important to the developers and operators of shopping center, they can get help from it to make decisions. With this study, developers and managers would be better understand that what the consumer want to get from the shopping center and how to use their resources to improve the consumer satisfaction and consumer loyalty.