Probability Model Of Repurchase Intention Of Customers In Supermarket Based On The Market Repurchase Model

Through the research concerning with the customer relationship, the scholars discovered that the customer maintains have astonishing influence on company's profit ability, more importantly, the loyal customers who have been maintained tend to purchase more products and services, have higher immunity of the promotional activities of the competing brands, and will transmit the good reputation of company, recommend new customers. In the furious competition environment, the concept that the customer is the most important assets of the company is recognized by enterprises more and more, to maintain relationships of repeated transactions with the customers become the primary point in customer relationship strategy.Based on the related theories of domestic and foreign research achievements, the repurchase intension of supermarket customer is studied in this dissertation. Firstly, the hypotheses of supermarket customer repurchase intention influence factors are put forward on the basis of theory analysis. Then the supermarket customers repurchase intention influence factors are verified by the tools of factor analysis and structural equations model analysis in using the data obtained by the questionnaire market survey. And it is concluded that the supermarket customer repurchase intention influence factors are the customer satisfaction, service quality, the environment of purchasing, the convenience of purchasing, brand imaging and perceiving price. The weights and the influence directions of main determining factors of customer repurchase intention are fixed on. The probability model of customer repurchase intention based on market response model is designed according to the analysis about the supermarket customer repurchase intention influence factors hereinabove as the core of this dissertation, then the variables of model are analyzed, and the model was carried on the application and tested. According to the result of study hereinabove, countermeasures of increasing the rate of supermarket customer repurchase intention are promoted simultaneously.The results of this study could be applied as tools predicting the probability of customer repurchase intention for the supermarket firm, and provide theoretical guidance and reference for making decision on customer relationship management as well as marketing policies.