An Empirical Study Of Service Quality, Customer Satisfaction And Customer Loyalty

With the opening of China's retail industry and more and more foreign supermarkets entering into China,the native supermarkets face great competition from the foreign ones. Convenience store plays an important role right now.Because the native supermarkets can use it to weaken the threats from the competitors by taking advantage of all opportunities which include that they are more familiar with the cluture and consumer habbits.Therefore,to research on how to improve customer satisfaction and foster real and longtime customer loyalty attract more and more attention from native convenience store operators right now.The purpose of this study is to give effective suggestions on how to improve customer satisfaction and foster real and longtime customer loyalty for convenience store operators. These advices are based on the research result of the relationship among convenience store's service quality,customer satisfaction and customer loyalty.Firstly,the thesis reviews the relative theories.Considering the former research outcomes and the characteristics of the convenience store,it sets up a relationship model of service quality,customer satisfaction and customer loyalty.Then,it uses the method of SEM and LISREL8.72 software to deeply analyze the influence.At last,it gives active suggestions,which come from the research result, to the operators of convenience store in Nanjing.Through the above research work,the main conclusions are as follows:Firstly,service quality has an importantly direct effect on customer satisfaction,but each ingredient's influence on customer satisfaction is different.Secondly,customer satisfaction is very important to customer loyalty,especially to the attitude loyalty.Thirdly,it supports Oliver's view that the four kinds of customer loyalties have interior relationship.Fourthly,service quality can affect customer loyalty directly,especially on cognition loyalty and behavior loyalty.Fifthly,among the five aspects of service quality,tangible and responsivenessare assurance factors for both customer satisfaction and customer loyalty.Reliabilityand empathy are encouraging factors for the tow.Assurance is assurance factor for custdrner satisfactron, and encouraging factor for customer loyalty.