Large Supermarket Store Image On Customer Satisfaction And Loyalty To The Impact Study

In the last ten years of 20 century, the biggest change in retailing was that General Supermarket entered and developped quickly. General Supermarket has strong potential and faces drastic foreign competition, Especially, as our country entered into WTO and ended the protection for national retailing. So, to investigate the consumer behavior of General Supermarket and to find out the latest consumption trend become the main problem we resolve in the study.We want to research the process of customer satisfaction and customer loyalty from the store image view, and how customer satisfaction influence customer loyalty. Besides, the formation of satisfaction is influenced by the involvement of consumers, therefore, we will study the influence of consumer involvement. At the same time. Also, we will analyze the difference of consumer characteristics in all the variables, retailers can establish marketing strategies according to consumer characteristics.To study these questions, we investigated consumers of six General Supermarket in Hangzhou, and collected 232 questionnaires. The empirical results supported most of our hypothesis. The main conclusion is showed as follows:(1) The store image of General Supermarket is consisted of store atmosphere, location, convenient facilities, merchandise and price, and service, and all of them affect customer satisfaction positively and significantly. Among them, service store offered affects satisfaction most.(2) Store image affects customer loyalty significantly, and service affects loyalty most. However, not all the dimensions have effect on loyalty index except service.(3) Customer satisfaction has positive effect on customer loyalty, the stronger satisfaction customers have, the more likely customers will repurchase and recommend, the less likely customers will complain and change stores.(4) Consumer involvement is a moderator during the effect of store image toward satisfaction.(5) Consumers with different characteristics perceive differently on store image, customer satisfaction and customer loyalty.