Study On The Influencing Factors Of Customer Loyalty In Large Supermarket

With the rise and development of large supermarkets in China, the fierce competition itfaced in the market has become even more. The competition comes from not only largesupermarket in the same industry but also other emerging retail formats. In order to be able tosurvive and develop in the competition, the construction of large supermarket customerloyalty is the problem to be solved urgently. According to Pareto’s law,80%of the profit ofenterprise is created by20%of loyal customers. Based on the theory of“cognitive-emotional-behavior” this paper explores the influence of large supermarket’scognitive elements (shopping environment, service quality, perceived value, corporatereputation), consumption emotions (Positive consumption emotions and negativeconsumption emotions), customer satisfaction on customer loyalty. Through the survey oflarge supermarket consumers, this research clarifies the relationship and mechanism of actionof them for large supermarket managers providing reference to take effective managementmeasures, cultivate customer loyalty, maintain long-term customer relations and improvemarket competitiveness.Firstly, this paper reviews the related theory of the domestic and overseas scholars aboutcustomer loyalty, shopping environment, service quality, perceived value, corporate reputation,consumption emotions, customer satisfaction. Based on previous studies, the developmentpresent situation, characteristics of large supermarket and the research question, this paperpresents assumptions, builds a theoretical model and designs scale and modified it by pretest.Secondly, this paper makes descriptive analysis, the reliability and validity analysis, factoranalysis, correlation analysis and structural equation model analysis with the collected data bySPSS17.0and AMOS17.0and gets following conclusion. Service quality, perceived value andcorporate reputation have significantly direct positive impact on positive consumptionemotions and shopping environment has not. Service quality has significantly negative impacton negative consumption emotions and the other cognitive elements have not. Cognitive elements have significantly direct positive impact on customer satisfaction and customerloyalty. Consumption emotions have significant impact on customer satisfaction and have notsignificant impact on customer loyalty. Customer satisfaction has significantly direct positiveimpact on customer loyalty. Cognitive elements through consumption emotions and customersatisfaction have indirect impact on customer loyalty. Customer satisfaction has mediatingeffect between consumption emotions and customer loyalty. Finally, according to the researchconclusion this paper puts forward relevant suggestions and points out the limitations and theresearch prospects in the study.