Research On The Influencing Factors Of Customer Satisfaction Of D Supermarket In Taicang

Customer satisfaction is a method of objectively evaluating consumers’ subjective feelings through a scientifically designed scale from the perspective of consumers.The results of its quantitative analysis can effectively express the competitive advantages of enterprises and is regarded as a barometer to observe the healthy operation of commercial enterprises.Analysing the competitive situation of China’s supermarket chains from the perspective of customer satisfaction can provide insight into the current operating conditions and health of China’s supermarket chains,which in turn can provide guidance for supermarket chains to formulate effective business strategies,enhance market competitiveness and improve business performance.In view of the changing landscape of supermarket chains in China due to the New Guinea epidemic and the increasing competition in the industry,there is a strong intrinsic need for the industry players to enhance their competitiveness and gain business revenue by improving the customer satisfaction of supermarket chains.In this paper,D supermarket in Taicang city constructs a set of customer satisfaction measurement scale and customer satisfaction measurement analysis model suitable for chain supermarkets as a sample.Then understand the competition situation of chain supermarkets and promote the development of my country’s retail industry.Focusing on the selected influencing factors: corporate image,quality perception,value perception and customer satisfaction,the relationship between each variable is discussed,and it is expected to understand whether corporate image,quality perception and value perception can positively affect customer satisfaction.In order to obtain effective research supporting data,this paper adopts the offline survey method of distributing paper questionnaires,taking customers within a radius of 1700 meters around D supermarket as the research object,distributing 530 questionnaires,and recovering 502 valid questionnaires.SPSS software is used as a research tool to conduct statistical analysis on the collected data,including: descriptive statistical analysis,reliability and validity analysis,and regression analysis.The analysis results show that: first,corporate image has a significant positive impact on value perception,customer satisfaction and quality perception;second,customer quality perception has a significant positive impact on both customer value perception and customer satisfaction;third,customer value perception and customer satisfaction have a significant positive impact.There is a significant positive correlation between customer satisfaction;fourth,customer value perception has a mediating effect on corporate image and customer satisfaction.Finally,this paper proposes countermeasures to improve customer satisfaction for chain supermarket managers,so that industry managers can formulate management practice strategies.