A Research On The Influence Of The Image Of Hypermarket On Customer Loyalty

With the wheels of the economic globalization,the number of hypermarkets in China is growing,and the competition among transnational chain supermarkets and local supermarket chains is becoming fiercer and fiercer.Due to the supermarket gross margin is very low,and the customer liquidity is very high,in the fierce competition in the market,to enhance the image of the supermarket,increase customer perceived value,and cultivate loyal customers has become the key to the supermarkets to make the competitive advantage.Based on the research of the existing literature of supermarket image,this paper takes the hypermarket as the research object,through customer interviews and pre investigation,summed up the six dimensions of the supermarket image which are supermarket merchandise,supermarket personnel,supermarket atmosphere,supermarket facilities,price and promotion and supermarket convenience;the two dimensions of the customer perceived value are emotional value and functional value;the two dimensions of the customer loyalty are repurchase intention and word of mouth recommendation.Then,starting with the mediating effect of customer perceived value,this paper explores the influence mechanism of supermarket image on customer loyalty.Through the SPSS21.0 software to carry on the empirical analysis of the data from the investigation,and an empirical test is made on the research hypothesis proposed in this paper.Through empirical analysis,this paper mainly draws the following conclusions:The influence of different dimensions of the image of the supermarket on the emotional value from high to low are price and promotion,supermarket personnel,supermarket convenience and supermarket facilities,supermarket merchandise and supermarket atmosphere have no significant effect on the emotional value;the influence of different dimensions of the supermarket image on the function value from high to low are price and promotion,supermarket personnel and supermarket facilities,the supermarket merchandise,supermarket convenience and supermarket atmosphere have no significant effect on the function value.The influence of different dimensions of the image of the supermarket on the repurchase intention from high to low are supermarket convenience,price and promotion,supermarket atmosphere,supermarket personnel and supermarket merchandise,supermarket facilities have no significant impact on the repurchase intention.The influence of different dimensions of the image of the supermarket onthe word of mouth recommendation from high to low are price and promotion,supermarket merchandise and supermarket personnel,supermarket atmosphere,supermarket facilities and supermarket convenience have no significant impact on word of mouth recommendation.The emotional value and functional value of the customer perceived value have significant influence on the repurchase intention and word of mouth recommendation.Then,the impact of emotional value on repurchase intention and word of mouth recommendation is the most significant.Customer perceived value plays a partial mediating effect between supermarket image and customer loyalty.However,emotional value and functional value play a full mediating effect in the supermarket merchandise and repurchase intention respectively,emotional value and functional value play a full mediating effect in the supermarket personnel and word of mouth recommendation respectively.Based on the above conclusions,how to enhance the image of the supermarket,increase customer perceived value and improve customer loyalty,this paper has put forward four suggestions: to enhance the staff awareness of service,strengthen the supermarket hardware configuration,increase the frequency and intensity of discounts and create a relaxed and harmonious environment.