Research On Customer Loyal Influencing Factors Of Our Large Supermarket

Since2001, China’s accession to WTO, the retail market is increasinglycompetitive. Supermarket retail as an important part in the life of the residents and thenational economy occupy an increasingly important position. While large supermarketsbooming, its survival is also facing many trials, mainly for customer turnover rate, lowcustomer loyalty. According to Pareto’s law, corporate profits by80%to20%ofcustomer loyalty creation. Supermarket and development in order to survive, they mustbe from the perspective of the customer, customer-centric, to provide customers withquality products and good service, and to obtain and maintain customer loyalty oncustomer loyalty factors should proceed. Therefore, on the basis of previous studies toexplore the impact of customer loyalty factor model, in order to provide theoreticalreference for a large supermarket manager.Theoretical and empirical research using both methods in this article to our largesupermarket customer loyalty and its influencing factors were studied. First, on thebasis of domestic and foreign experts and scholars customer loyalty theory, the theoryof customer loyalty factors were reviewed, combining the characteristics of a largesupermarket industry, from the attitude of both loyalty and behavioral loyalty customerloyalty research and identify factors affecting customer loyalty. Secondly, the customerloyalty factors into objective and subjective factors influencing factor, according to thetheory put forward hypotheses and construct a theoretical model. Then, through theissuance of questionnaires, Taiyuan large supermarket300customers were surveyed,and the use of statistical processing software for survey data were analyzed. Finally,came to the conclusion of this article:(1) Quality of service, shopping environment,product features have a significant positive impact on customer satisfaction andrelationships of trust. Corporate reputation has a positive significant effect on therelationship of trust, but not significantly affects customer satisfaction.(2) Among thevarious factors, the impact of customer satisfaction, customer loyalty is the mostsignificant, followed by the relationship of trust, quality of service, shopping environment, product features, and loyal customer minimal impact on corporatereputation.(3) The objective factors that affect customer loyalty by subjective factors,including the quality of service by subjective factors influence the overall effect oncustomer loyalty, followed by a shopping environment, product features, and corporatereputation on customer loyalty through the relationship of total trust minimal effect.Through empirical analysis of the impact of a large supermarket customer loyaltyfactors, I believe that our large supermarkets can be hard targets to improve and enhancethe competitiveness of the supermarket, to improve customer awareness, increaserecognition of the supermarket. Meanwhile, through the establishment of a feedbackmechanism to keep abreast of consumer attitudes in order to protect the customer’slong-term customer relationships.