The Study On The Relationship Between Channel Integration And Customer Satisfaction In Household Appliance Retail Trade Taking Suning As An Example

Nowadays, more and more enterprises take improving the customer satisfaction andloyalty as the mean method to enhance competitiveness, as the rapid development of economyand the increasingly fierce competition of the enterprise. The central idea of householdappliance retailers is to fulfil their customers’s demands, improve the customer satisfaction sothat they can get the long-term development and advantage. The e-commerce creates newbusiness behavior and business model, they have had a great impact upon theconsumers’spending behavior, living habits, and even their satisfaction degree. As theamalgamation of traditional channel and e-business channel becomes one trend of theenterprise development,it becomes more and more important to improve thecostomers’satisfaction through the amalgamation.Suning, as the leader of3C retailers, is keeping exploring the way of online-offlineintegration, it hopes to offer advantage support for Suning Yi through more than1700stores,the after-sale service center and the logistics platform, and capture network consumer groupsthrough Suning Yi’s convenience, interactivity and Personalization at the same time.However, in the face of Gome’s offensive, Jingdong’s and Taobao’s advantage, Suning’schannel amalgamation was extremely difficult, especially the fusion of information, product,price, service, etc, it has a great impact on the customer satisfaction.Customer satisfaction depends on customer delivered value. It’s worth learning how thefusion between home appliance retailers’ traditional channels and e-business channels oninformation, products, price, service, etc, affecting the improve of customer delivered valueand satisfaction Meanwhile, what ways channel conflict is through to affect customersatisfaction is waiting for discussion. Therefore, it will help to promote the channelintegration to study the relationship between channel integration related factors in homeappliance retailers and their customer satisfaction.Channel integration is the research background, this paper takes Suning’s as an example.The research uses questionnaire method and factor analytic method to discuss the channelintegration’s influence on customer satisfaction, especially the integration on information,product, price, logistics, sales, service and so on. The first job is to find out the channelintegration related factors through the questionnaire and documents; Secondly, use factoranalytic method to study the relationship between channel integration related factors and thecustomer satisfaction, particularly in the information sharing, product categories, logistics,sales, and service, and establish a structural equation model. The research uses SPSS13.0to analyze the survey data and came to the following conclusions:1) Channel integration is good to information sharing and transfer, it can satisfycustomers’ demands on getting access to information timely, comprehensive, and accurate.2) Channel integration helps customers to experience products’ performance andcompare product price, it can improve customer satisfaction in the product and price.3) If promotion activities between online and offline channel can cooperate and break theregional limits, it will help to improve the customers’ selectivity and participation, so as topromote the customer satisfaction.4) Channel integration can promote the sharing of logistics and service platform, so as tomake up for the defects of single physical stores or online shops, provide consumers withbetter service, and improve customer service satisfaction.Finally, some suggestions based on the research are gaven to help Suning’s later channelintegration activities.