The Empirical Study Of The Effect Of Store Image On Customer Loyalty In The Large-scale Supermarket

As china entered into WTO, the period of protection for national retailing was over.China cancelled the limit for the foreign corporations,and then all the large-scale foreign supermarkets entered and dilated,and our retail market has become the most fierce competition in the industry.Facing the enormous challenge,it is importtant to highling their unique store image,and improving customers’satisfaction and loyalty.Although the store image has been appreciate by experts and operators,but the study result was more concentrated in abroad.And it may be not entirely suited to our retail enterprise.And,in the past,the scholars were from one perspective to research the relationship between store image and customer loyalty. In these circumstances,this paper researched the procession of customer satisfaction and customer loyalty from the store image view,and devoted customer loyalty into two dimensions,to understand the mechanism of customer loyalty.In addition,this paper will analyze the difference individual feature in all the variables.The retail corporation can segement marketing according the consumer characertistics,and attract different consumer groups.To study the above questions, this paper reviewed the related theories about store image, customer satisfaction and customer loyalty; based on perceived studies,rised this study’s assumptions and model; combined the result of review,this paper developed the measurement of survey.this reasearch regard the supermarkets in shenyang as the research objection,had survey the customer in shenyang by non-probability sample survey method,and collected239questionnaires.By using the statistical software SPSS16.0, the conclusion was showed that the store image was divided into seven dimensions-service image,shopping environment,promotion image,product image,reputation image,price image and shoping convenience.And then, used relevant analysis and regression to analysis the effect of7dimentions of store image on customer satisfaction and customer loyalty,the result was all of the dimendions had obvious effect on customer satisfaction except price image,the factors of store image influenced customer loyalty was different,and inermediarise between store image and customer loyalty.This paper used T test and one way-ANOVA to analysis the influence of different characters to the research variable,and found that customer with different characteristics perceived differently on store image,customer satisfaction and customer loyalty.In the end,according the results of analysis,this paper put forward the management advisory to large supermarket manager for their future development.