A Study On The Effect Of Commercial Agglomeration Image On Store Loyalt

Along with our country retail develping, competition among retailers becomes very intensely. The retail shops increase unceasingly, the scale also strengthens day by day. Establishing and maintaining the customer loyally can bring a lot of potential profit to the retailers. The retailers can obtain more profits from the loyal customers, because these customers are apt to consume in the shops, and consume more in their loyal shop. And they are not sensitive to the price and the marketing elements. Therefore, they search for other shops very seldom, and develop store loyalty.How should the retailers obtain and maintain customer's shop loyalty? Many scholars did the research from the angle of store image.They believe that the store image has intense immediate influence function on store loyalty. But regarding the role of store satisfaction between store image and store loyalty, scholars' opinions are not unified. Some scholars think that store satisfaction is a moderating variable between store image and store loyal, also some scholars think that store satisfaction isn't a moderating variable.With the economy rapidly expanding, many cities are transforming their commercial agglomerations. After built or transform the commercial agglomerations, they become to not only a shopping area,but also a travel area,a trading area,an exhibition area,a culture area and so on. Therefore, many scholars concentrate in the research of commercial agglomeration recent years.And they have proposed many different viewpoint from many different angles. Some scholars proposed that commercial agglomeration image can influence to the store image. When research on the stores which are in a commercial agglomeration, we should take the commercial agglomeration image into consideration. Regarding the identical brand which choose different place to site the shop, whether the consumers will only loyal to just one shop in one commercial agglomerations. In other word, researching on the influence between commercial agglomeration image to store loyalty is very seldom.This research review the literature of commercial agglomeration image, store loyalty and store satisfaction first, and determine the concept and dimension we used in this research. Then we review the relationship of the three concepts. We find that most of the researches of store loyalty before are in the light of store image, and they also take store satisfaction as a moderating variable into consideration. In the past researches, there are few researches take commercial agglomeration image into consideration. After the literature review, this research propose theoretical framework and the hypothesizes. This research had determined three scales to measure three variables the in literature review, then we determined the questionnaire.Before carrying on the questionnaire survey, we has carried on a pre-investigation to make the sentences more intelligible ,and make sure that the poll can understand the questionnaire totally, so that we can receive the real answer.This research supplement the theoretical framework of store loyalty, and do a empirical research through questionnaire survey.This research use software of SPSS16.0 and AMOS7.0 to do statistical analyse of the investigation result.The data support the framework effectively.After data analysing, we get the conclusions as followed: commercial agglomeration image has a remarkable positive impact on store loyalty; commercial agglomeration image has a remarkable positive impact on store satisfaction; store satisfaction has a remarkable positive impact on store loyalty; store satisfaction is a moderating variable between commercial agglomeration image and store loyalty.This research in theory and reality field both has significe.In theory field, the past researches thought much of the relationship between store image and store loyalty, but neglected the significance of commercial agglomeration image. Therefore, this research aim at the stores in commercial agglomeration, and research the influence of commercial agglomeration image on store loyalty, and tye to make ture the moderating action of store satisfaction. In the reality field, when the retailers choose place to site the stores, they should choose the agglomeration which the customers have good image on it, in other words, the retailers should think of all the assortment, facilities and market posture systemly. To the commercial agglomeration, before it is going to be established, the managers also should think of all the assortment, facilities and market posture systemly. Only in this way, can make the commercial agglomeration a good image.