Research On The Relationship Between Customer Participation And Customer Loyalty In Supermarket Industry In The New Retail Era

With the rapid economic development,competition in China's supermarket industry is becoming increasingly fierce.Customers' consumption habits and shopping concepts are also constantly changing.Diversified shopping needs and personalized consumption behaviors have posed huge challenges to the marketing management of major supermarkets.However,in the development of supermarkets,there are problems such as product category convergence and small price differences.How to survive in a fiercely competitive market,reduce customer churn rate,and attract and retain customers is particularly important.Therefore,cultivating customer loyalty will become the key to the development of supermarket management.The arrival of the new retail era has subverted the traditional supermarket business model.The characteristics of "online + offline + logistics" have made more supermarkets begin to change from a single offline business model to a three-in-one integrated business model.New consumption patterns and personalized shopping demands require supermarkets to continuously create more opportunities for customers to participate,so that consumers can get a good shopping experience.Based on the above research background,this study proposes the research on the relationship between customer participation and customer loyalty.Based on social exchange theory and SOR(Stimulus-Organism-Response)theory,a research model is constructed with customer participation as an independent variable and customer psychological ownership as an intermediary Variables,customer loyalty as the dependent variable,put forward research hypotheses around the relationship between the three.Referring to the research results of domestic and foreign scholars,the three variables are divided into dimensions,and related scales are developed,with a total of 28 measurement items,forming the final questionnaire of this study.The questionnaires are distributed mainly online,excluding invalid questionnaires,and the final number of valid questionnaires is 392.This study uses SPSS 25.0 for data analysis.According to the research and test,the four dimensions of customer participation:prior preparation,online interaction,interpersonal interaction,and negotiation behavior all have a significant positive effect on customer psychological ownership;online interaction,technological substitution,interpersonal interaction,and negotiation behavior all have a significant positive effect on behavioral loyalty;the five dimensions of customer participation:prior preparation,online interaction,technological substitution,interpersonal interaction,and negotiation behavior have a significant positive effect on psychological loyalty;customer psychological ownership has a significant positive effect on behavioral loyalty and psychological loyalty.At the same time,customer psychological ownership has a partial intermediary role between customer participation and customer loyalty,and the research hypothesis passes the test.Finally,this study aims at two untenable assumptions: technological substitution has a significant positive effect on customer psychological ownership,prior preparation has a significant positive effect on behavioral loyalty,and explains the reasons.At the same time,according to the empirical research results,combined with the specific development of the supermarket,it puts forward relatively reasonable marketing management suggestions,summarizes the limitations of this study,and looks forward to more in-depth and comprehensive research in the future.