Department Store Brand Research Effects On Customer Loyalty

After China’s entry into the WTO, the mainland market gradually open. With the continuous influxof foreign retailers, no doubt exacerbate the competitive environment of the retail industry in Chinamainland.In this situation, the department store enterprises are facing a more difficult businessenvironment. Under the status quo that the Chinese mainland department store industry lack of strongbrand awareness and low level of customer satisfaction and loyalty, this paper is aiming to identify theChinese mainland department store brand image factor which have a greater impact on the customersatisfaction and loyalty, directly or indirectly, through a representative model. The data collected fromthe representative shopping center in Beijing China. On the basis of this, put forward the correspondingcountermeasures.The full text is composed by six parts, the first part is the introduction about this thesis, includingthe background and the fully content in this thesis. What’s more, this part also point out the researchpurposes in this thesis.The second part is the relevant literature review and theoretical preparation, including relatedresearch about customer satisfaction theory, customer loyalty theory, as well as the impact ofdepartment store brand image on customer loyalty. In addition, this part distinguish the relationshipbetween the customer loyalty concept and brand loyalty concept. On the based of this, in a briefintroduction about the theory which this article involved, including the detail introduction about theimportant theory which had been mentioned in the first part, but in this part point out the key point ofthis article. Through the amendment of the Foreigner Customer Satisfaction Index Model, ChinaCustomer Satisfaction Index Model adding the brand factor into the model. What’s more, in this part putforward the theoretical basis, C&T model, for the follow-up study.The third part is mainly about the correlation between the customer satisfaction and the customerloyalty.The fourth part is mainly about the department store brand image and customer loyalty empiricalresearch, select department stores, because the author access to data convenience as well as a number ofobjective factors, select the business center in Beijing, China for data preparation and analysis toidentify the brand image factors affecting customer loyalty.The fifth part point out the ways and means to improve the Chinese department store brand loyaltyon the basis of the fourth part.The final part explain the disadvantages of this study and explain the outlook for future research.