Research On Customer Loyalty Of Large Supermarket Under The Background Of Big Data

With the development of market economy,the market has changed from demand exceeds supply to over supply,the competition in retailing is more and more intense.Large supermarket is the major part of the retail industry,is also facing a severe test.On the one hand,large supermarkets not only have to face the competition of convenience stores,department stores and other enterprises,but also the rapid rise of e-commerce in recent years,all compete with large supermarkets for limited customer resources.On the other hand,the phenomenon of homogenization of retail goods and services is serious,under the background of big data,with imformation of goods and services are becoming more and more transparent,customers can easily compare between different goods,they can choose the most conducive to their own interests to complete the transaction in a number of retail enterprises.Lead the loss of customers is more and more serious.Customers are the source of profit for large supermarkets.More customers can bring more revenue.Therefore,it is necessary to study the customer loyalty of large supermarkets.Based on the study of related literatures around the world,with big data as the background,combined with the characteristics of large supermarket industry,according to the "stimulus organism response" model,this paper summarize up the factors affecting customer loyalty in large supermarket,including marketing factors and customer psychological factors.Marketing factors include three dimensions:goods’ characteristics,shopping environment and service quality.Customer psychological factors include two dimensions: customer satisfaction and trust.On this basis,this paper constructs the customer loyalty measurement model and puts forward the research hypothesis.This paper chose WAL-MART,Carrefour and Huarun of Nanchang as the research object,and conduct a questionnaire survey on the customers of the three supermarkets,in order to verify the model and hypothesis,this paper use SPSS 22.0 and AMOS 21.0 to conduct empirical research on the collected date.After the work above all,this paper draws the following conclusions:(1)There are two factors affecting customer loyalty in large supermarket,(goods’ characteristics,shopping environment and service quality)and customers’ psychological factors(customers’ satisfaction and trust);(2)According to the path coefficient of marketing factors to customer psychological factors,commodity characteristics have the largest impact on customer satisfaction and relationship trust,the second is service quality,the third is shopping environment;(3)According to the path coefficient from customer psychological factors to the customer loyalty,trust has a significant effect on the loyalty of customer’s attitude and behavior,the satisfaction of customer only has a significant effect on the loyalty of customer’s attitude,and compared with trust,the satisfaction has less influence.In the end,according to the reaching conclusions,then putting suggests with the big date about how to manage the goods,service quality and the shopping environment,hopping to increasing customer loyalty through improving customer satisfaction and trust.