Consumer Trust And Its Influence To Consumer Loyalty In Large Supermarket

With the development of economy and the higher industry concentration ratio,the large-scale chain supermarket accounts for the larger and larger share of city retail business and play an irreplaceable role in the whole industry.But according to the investigation and analysis,some the large-scale chain supermarkets have the problem of credibility at same time of providing the convenient life way for the customer based on considering business benefit maximization.The problems make them lost many customers who often patronize,influence the management state and consumer trust and damage the reputation,image and consumer loyalty of retailer.If large-scale chain supermarkets want to obtain and keep customers under the keen competition circumstances,they must build consumer trust to the company.In order to rebuilding the consumer trust,the companies not only need to examine their own behavior but also consider the reason of consumer trust from the view of customers.In this paper we explore the antecedent of consumer trust and its mechanism to consumer loyalty in large supermarket from the view of customers using the empirical approach and provide theory reference for companies making strategy of consumer trust and loyalty management.This paper puts forward the hypothesis of antecedent of consumer trust and its influence to consumer loyalty in large supermarket based on reviewing the literatures published in home and abroad and verifies the hypothesis using structural equation model for drawing the following conclusions:(1) Customer trust and customer satisfaction have an obvious positive impact on customer loyalty in large supermarket.The direct impact of customer cognition trust and customer satisfaction towards customer loyalty is less than the one of customers emotion trust towards.(2) Customer cognition trust has an obvious positive impact on emotion trust.(3) Customer perceived value has an obvious positive impact on customers trust in large supermarket,but store image,customer satisfaction,and brand reputation just have an direct impact on cognition trust not on emotion trust.(4) Store image and perceived value have an obvious positive impact on customer satisfaction. Store image has an obvious positive impact on perceived value.