Store Image On Customer Perceived Value, Customer Satisfaction Research

Since the 1990s, the General Supermarket has entered and developed quickly. With China's accession to the WTO, foreign investment is increasing in China. More and more foreign General Supermarkets have entered our country, which brought us advanced management idea and experience, but also have a strong impact on Chinese General Supermarkets, so the supermarket faces drastic competition. How to create the customer satisfaction, cultivate customer loyalty and enhance the competitiveness of enterprises has become the question every enterprise concerned. This paper research on the mechanism of customer satisfaction from the store image view is of great significance.In order to study the mechanism of customer satisfaction the author integrated relevant literature of store image and customer satisfaction, introduced customer perceptive value as an intermediary variable, research the process of customer perceptive value and customer satisfaction from the store image view. On the basis of previous research achievements, we established the research framework and hypotheses. According to the research framework and related hypotheses, we designed questionnaire to investigate consumers of General Supermarkets in Xi'an, and collect 208 que(?)tionnaires, analyze the data with SPSS 17.0 software to verify hypothesis.The results supported most of our hypothesis through the empirical study. The main conclusions are as follows:Firstly, merchandise property, service, environment, advertising and promotion are important factors to influence customer perceptive value and customer satisfaction. Convince have no significant relationship with customer perceptive value and customer satisfaction. Secondly, the four dimensions of store image have significantly positive effects on customer perceptive value, services affects customer perceptive value most, and then merchandise property, advertising and promotion in turn, environment affects customer perceptive value least. Convince have no significant relationship with customer perceptive value. Thirdly, the four dimensions of store image have significantly positive effects on customer satisfaction, services affects customer satisfaction most, and then environment, merchandise property in turn, the advertising and promotion affects customer satisfaction least. Convince have no significant relationship with customer satisfaction. Fourthly, customer perceptive value has significantly positive effects on customer satisfaction, and customer perceptive value exist obvious intermediary function. Fifthly, customs with different gender and monthly income have no significant difference in various variables, customs with different age differently on provided services, customs with different education level differently on provided services, convenient and customer perceptive value.This paper research the customer satisfaction from the store image view, engenders practice value to enhancing customer satisfaction through improving store image for General Supermarket.