Multinational Supermarkets In The Chinese Store Image And Customer Satisfaction, Customer Loyalty Relationship Between Empirical Research

With the economic development in China, consumer market is enlarging gradually. Since last ten years of 20 century, supermarket has entered Chinese retailing market and developed quickly.Chinese retailing market faces drastic competetion because foreign large retailing groups which have absolute strength in resource,technology and management have poured into china, which become a challenge to native supermarkets. Now, native supermarkts are focusing on how to survive and develop in a changeable,complex market environment full of fierce competetion .This paper collected data from the customers of two multi-national and one Taiwan supermarkets with the purpose of exploring the differences of the store image , customer satisfaction and customer loyalty among the Multi-natioanl supermarkets.The results suggest : Firstly, outlay, after-sale service, performance of employees, merchandise variety and price are important factors to influence customer satisfaction.Facility and environment have no significant relationship with customer satisfaction. Secondly, the factors which influence customer satisfaction greatly has no significant relationship with customer loyalty .However, the factors which do not influence satisfaction ,such as promotion and transport convenience, influence customer loyalty greatly.The main reason is that most of the customers have no cars ,so they focus more on traffice convenience and promotion factors.Thirdly, customer satisfaction has a significant positive influence on customer loyalty. The higer customer satifaction is, the higer customer loyalty is.The applications in management and implications for large chain native supermarkets are discussed in the end,mainly including different management,local mangement, lowering down price , improving outlay, choosing right position ,using promotion appropriately and establish international brand image.