A Study About Chengxin In Supermarket Management Being Effect On Customers' Minds And Behavior

The purpose of this study is to explore the connotation and status quo of Chengxin in Supermarket's Management, to research the influence of Chengxin in Supermarket's Management on the consumer's psychological status and behavior during purchasing process, and to develop the effective Model of the Chengxin in Supermarket's Management.Chengxin in Supermarket's Management was defined operable by literature review and Supermarket Industry Criterion combination. A Questionnaire of Chengxin in Supermarket's Management was compiled, and then a survey of 614 customers was conducted in Suzhou.The rinding of this study showed that:1 Chengxin in Supermarket's Management comprise five factors: (1) Standardization of gathering service, which means do not give change with false coin; (2)Top-quality of Goods, which means ensure the quality of the goods on sale, do not sell fake and tinpot goods; (3) Perspicuity of brand Mark, which means brand mark and certificate of all goods are veracious; (4) Perfect after service, which means fulfill the responsibility in service and do not pass the buck to the others; and (5) Facticity in Promotion, which means do not promulgate the falsehood information, do not misguide the customers.2 In order to explore the value of Chengxin in Supermarket's Management, we developed the effect model of Chengxin in Supermarket's Management, in which the Chengxin in Supermarket's Management was independent variable, the Customer Loyalty was dependent variable. An AMOS analysis was performed to develop a model of Chengxin in Supermarket's Management with a data set consisting of 315 customers, and then use another data set consisting of 299 customers to retest it. The AMOS result indicated that the effect model of Chengxin in Supermarket's Management was greatly supported by the data, and it can well reflect the rules of the influence of Chengxin in Supermarket's Management on the consumer's psychological status and behavior. The Model shows: (1) Customer Loyalty is strongly affected directly by Perceived Value of customer and indirectly by Chengxin in Supermarket's Management. (2)Customer Satisfaction is strongly affected directly by Perceived Value of customer and indirectly by...