An Empirical Study Of The Effect Of Brand Image On Customer Loyalty

With the establishment and development of the supermarkets in China, supermarkets face intense market competition. In order to occupy a favorable position in the competition, the construction of the supermarket brand image becomes more and more important,because of good brand image as the intangible assets for the enterprises, can bring huge profits to them.This article aimed to explore the supermarkets, as a corporate brand, its brand image effecting on the variables of perceived value, customer satisfaction and customer loyalty. Thus the managers of the supermarkets can gain some management information and reference.First, this paper reviewed the related theories about brand image, perceived value, customer satisfaction and customer loyalty before. Second, based on previous studies, combined with the characteristics of Chinese supermarkets, it was proposed this study's model and assumptions and had been developed a scale.This article had discussed the effect of 6 dimentions of brand image on perceived value, customer satisfaction and customer loyalty, the effect of perceived value on customer satisfaction and customer loyalty, and the effect of customer satisfaction on customer loyalty.This research regarded the supermarkets in Dalian urban area as the research objection, had surveyed the customers in Dalian urban area by non-probability sample survey method, with total 203 questionnaires, 186 valid questionnaires.By using the statistical software, SPSS11.0 and LISREL8.70, we did the descriptive analysis, factor analysis, correlation analysis and regression analysis.Finally,it had obtained the conclusions as following:It was divided supermarket brand image into six dimensions---service, product, shopping environment, convenient transportation, promotion and reputation. We also found that shopping environment and convenient transportation had obvious effect on the variables of perceived value, customer satisfaction and customer loyalty. And product and service obviously impacted on the variables of customer satisfaction and customer loyalty. But promotion and reputation just effected obviously on the variable of perceived value.The variable of perceived value had obvious effect on customer satisfaction and loyalty.The variable of customer satisfaction also had impacted on customer loyalty.