A Study Of The Customer Value Of Local Convenience Store Chain

Customer value is not only the internal driving force for the sense of customersatisfaction, but also the necessary premise of customers’ repeat purchase andcustomer loyalty. Customer value has become one of the hottest topics both inacademics and practical these years, and it is seen as new sources of competitiveadvantage for enterprises. Along with the development of China’s urbanization and"Consumption Society" to come, the new retail type of business-convenience storesthat can satisfy the citizens’ efficient and convenient consumption demand alsogradually arisen. Healthy and fast development of local convenience store chains issignificant to realize people-oriented social goal, perfect China’s urban retail businesssystem, strengthen urban service function, and realize social comprehensive benefit.This study tries to build a quantitative evaluation model of customer value which canscientifically analyze customer value realization of the convenience store chains andwith the local convenience store chains as the object of empirical research. On the onehand, the author hopes to make up for the relative deficiency of quantitative andempirical research on customer value to a certain extent, on the other hand the authorhopes to discover the deficiencies of the local convenience store chains in thecustomer value realization by customer value analysis, so that the local conveniencestore chains can be suggested for its healthy and fast development in the future. Thusthis study has important practical significance.This study first summarizes and analyzes some researching production at homeand abroad about customer value and convenience stores, and then reference ofexisting researching production, takes customer value theory, fuzzy syntheticevaluation theory and etc. as the main theory foundation to construct a evaluationmodel of customer value which can objectively analyze customer value realization ofthe convenience store chains and revises the convenience store’s influencing factorsof customer value, after that designs the convenience store chains’ customer valuequestionnaire according to this model and then researches, with effective data theauthor uses the evaluation model of customer value to analyze customer valuerealization of the local convenience store chains by the quantitative and qualitativeanalysis method, finally according to the analysis conclusion puts forward effectiveimprovement suggestion for the local convenience store chains.The main findings are:(1) by the customer value, fuzzy synthetic evaluation theory and etc. construct a quantitative evaluation model of customer value which canobjectively analyze customer value realization of the local convenience store chains,this model can objectively reflect the influencing factors’ weight of customer value;(2)on the basis of the existing researching production and a large number of customerinterviews, scientifically revise the convenience store’s influencing factors ofcustomer value;(3) study the local convenience store chains from the prospective ofcustomer value to analyze customer value realization of the local convenience storechains, so as to discover the specific problems and put forward the correspondingsuggestion for its improvement.This study extends to some extent the existing production about customer valueand convenience stores, and the research on customer value of convenience storechains in Nanjing can provide certain reference value for the development ofconvenience store chains in similar cities at home. Of course some of the limitationsof this study have retained the enough space to the subsequent research.