Research Of Customer Satisfaction Based On Sevrice Quality Of The Large-scale Supermarkets

The large-scale supermarkets increasingly become the focus of choice for shopping because of the accelerating rhythm of life. There are many supermarket brands in domestic, but the homogeneity phenomenon of sales product between each other is serious, which leads to customers’ liquidity. With the changing of values, customer is no longer a passive acceptance of products or services for individuals. More and more enterprises realize the importance of improving service quality level instead of simple price war, retaining the customer is the real core competitive advantage. Therefore, how to improve the level of service quality and promote the customer satisfaction, inturn to customer loyalty has been the topic of scholars and enterprise managers focus on.The lack of service quality will directly lead to the loss of customers. In most of the existing research, the concept of quality of service often been thought as a whole, there is no unified standard and classification about it, less study about the influence of each component’s on customer satisfaction and loyalty. The paper uses the thought "theory analysis-hypothesis analysis-model validation-conclusion analysis" for research based on the characteristics of supermarket products and services, the definition of soft and hard quality references to soft hard quality model proposed by Robert Johnston, regards ECSI as the theoretical foundation and constructs service quality customer satisfaction model, collects the sample data from the questionnaire survey, uses SPSS17.0and AMOS17.0software for inspection, verification and correction to get the final correction model and the analysis conclusion.The empirical conclusions of the thesis include:Customer expectations has positive direct impact on customer satisfaction; Soft and hard quality has strong positive direct impact on customer satisfaction; Soft quality both has indirect and direct impact on customer loyalty which is the key influence factor for customer loyalty; Soft and hard quality have positive influence on each other; Customer satisfaction has positive direct effect relationship on customer loyalty. Model assumptions are all verified, research shows that service quality, especially the soft quality service levels are the key factors that affect customer satisfaction and customer loyalty.Finally, the paper makes suggestions according to empirical results, and points out the shortage of research and gives the vision of the future.