Factors Influencing Customer Loyalty Of Large-Scale Retail Business Market In China: An Empirical Study

After the stage of introduction and rapid development, the large-scale retail business market in our country enters a mature phase. In the fierce competition, many large-scale retailers are in the face of some difficulties, such as lower profit margin, higher customer quantity loss, and lower customer loyalty. So large-scale retailers have to consider customers' feeling from the point of view of customers, and try their best to provide products and service which can meet or even exceed customers' expectation. Only in this way can customer satisfaction and customer loyalty be improved. Paying more attention to customer loyalty and finding the influencing factors of customer loyalty are the keys for all large-scale retailers. So under this reality and theory circumstance, this thesis, research on factors influencing customer loyalty and their importance, is of important theory and reality meaning.The thesis puts forward question which the thesis wants to resolve after generalizing and analyzing the status about the large-scale retail business market development in our country. According to the relevant literature and field surveys, which is used for reference, the thesis brings forward factors influencing customer loyalty considering our present status of the large-scale retail business market. At the same time, the thesis has defined the meanings about factors, established appropriate indexes to measure these factors, founded the model of factors influencing customer loyalty and put forward interrelated hypothesis. The thesis makes an empirical research on factors influencing customer loyalty and their importance through questionnaire by applying SPSS V.14.0 software, then there are some conclusions as following: (1)Factor of tangible of service quality has a strong and positive effect on customer loyalty; (2)Factors of responsiveness of service quality and customer satisfaction have a moderate and positive effect on customer loyalty; (3)Factor of assurance of service quality has a relative weak but positive effect on customer loyalty; (4)Factor of reliability and empathy of service quality have a little, positive effect on customer loyalty in the large-scale retail business market.