Research On Improving Customer Loyalty Of Large Chain Stores In China

Build customer satisfaction has been a goal pursued by many enterprises. However, with the theoretical study of customer satisfaction and the continuous deepening and the accumulation of practical experience in business, Customer Loyalty, academia and the business community is increasingly becoming the focus of attention. The study of the impact factors of customer loyalty by the domestic and abroad scholars has made many, But specific to the large chain stores is less, and most of this is qualitative study.Based on the studies of the Changchun large chain stores, we found the main impact factors of the China 's large chain stores 's customer loyalty .This factors are customer satisfaction,customer complaints supermarkets image and conversion costs. And we demonstrated: (1) customer satisfaction,supermarket image and conversion costs showed significant positive correlation with customer loyalty; (2) Customers complained was significantly negatively correlatedwith customer loyalty; (3) the key impact factor of customer loyalty is customer satisfaction.In conclusion on the basis of quantitative analysis, the authors put forward some specific measures to raise China's large chain stores 's customers loyalty. (1) Improving customer satisfaction by identifying target customers by market segmenting, grooming employees, providing high-quality goods and services; (2) Resolving customer complaints by regulating the process of handling customer complaints, and establishing customer complaint management information system, (3)Enhancing the image of the supermarket by improving the brand image of the supermarket and improving the environment of the shoping, (4) Enhancing the conversion costs through material incentives,excellent customer service and customization services, further strengthen customer loyalty; (5) Improving the management of supermarket mechanism to carry out regular customer surveys, discover and resolve customer problems; (6) Strengthening the relationship with public to enhance the status of the supermarket in the minds of the public.