A Research On Customer Loyalty Of Beiguo Supermarket In Shijiazhuang

In recent years,the domestic retail market has not only been impacted by multinational companies to open up the domestic market,but also the domestic Internet retail platform is constantly rising and innovating(Taobao,pinduoduo,prosperity optimization,etc.).The market environment of the domestic retail industry has changed greatly compared with the previous time,and the Internet retail platform has gradually entered various cities.When customers are shopping,more retail enterprises provide customers with free choice.Customers have more and more optional platforms,and marketing models emerge in endlessly with their own characteristics,which has become a new market trend.Local large-scale physical supermarkets are facing increasing competition.Therefore,how to maintain customer loyalty is becoming more and more important for large supermarkets.Therefore,people’s attention to the research of customer loyalty continues to rise.How to attract new users and keep old customers loyal to supermarkets has gradually become the key to the development of enterprises.In view of this,this paper takes Beiguo supermarket as the research object,adopts the methods of interview and investigation,and studies its customer loyalty according to the theory of service marketing.Firstly,it analyzes and summarizes the concept of customer experience management CEM and the research results of customer loyalty at home and abroad,and defines the factors affecting customer loyalty(mainly including commodity characteristics,brand image,shopping environment,convenience,relationship trust and customer satisfaction).Secondly,on this basis,according to the previous research model of loyalty by experts and scholars,the model construction of this paper is completed,and the research hypothesis is put forward;Thirdly,the customer loyalty of Shijiazhuang Beiguo supermarket is investigated by means of interview and questionnaire,and the structural model is verified.Finally,draw the research conclusion and give suggestions for the improvement of customer loyalty of Shijiazhuang Beiguo supermarket from four aspects.The results show that brand image and commodity characteristics have a significant positive impact on customer satisfaction and relationship trust,and shopping environment and convenience have a direct and significant positive correlation with customer satisfaction.Therefore,in the daily operation and management of Beiguo supermarket,we should pay attention to the brand image,commodity characteristics,shopping environment and convenience,so as to obtain the maximum loyalty of customers.Firstly,this paper puts forward the factors affecting customer loyalty from the concept of customer experience management.Secondly,through research,combined with the current actual situation of Beiguo supermarket,the author puts forward practical improvement suggestions for Beiguo supermarket in this paper.