| With the advent of the omni-channel retail and the constant changes in consumer behavior,more and more retail enterprises transform from traditional single channel to multi-channel and omni-channel.Omni-channel retail has become the normal state of the retail industry.Different from the traditional single channel or parallel multi-channel,omni-channel customers can alternately appear in each link of channel purchase,making their consumption behavior more unpredictable.On the one hand,promoting the development of cross-border e-commerce has become the priority in the high-quality development of Chinese economy.Omni-channel retail plays an irreplaceable role in promoting the integrated development of cross-border e-commerce online and offline by efficient synchronization of data and rapid transformation of resources.Therefore,it is of great significance to study the customer loyalty of omni-channel retail for customer behavior analysis and enterprise efficiency growth.On the other hand,in the new retail era,in order to adapt to the transformation of channel mode and the upgrading of consumption behavior,enterprises have gradually changed from the traditional physical channel to omni-channel.However,due to the lack of management of brand image and service quality in the transformation process,some enterprises have lost customers and their customer loyalty has declined to varying degrees.Loyal customers are not only the source of profits,but also the guarantee of sustainable operation of enterprises.The decline of customer loyalty is extremely unfavorable to the survival and development of enterprises.Therefore,under the background of the rapid development of omni-channel retail,how to improve the customer loyalty of retail enterprises is an urgent problem to be studied.Based on the perspective of customer perception,this paper discusses the influence of service quality of retail enterprises on customer loyalty,which has important reference significance for omni-channel retail enterprises to design marketing strategies,optimize service quality and improve customer experience.This paper focuses on omni-channel retail,service quality,customer loyalty and other related concepts and content of literature reading and combing.Omni-channel retail was widely mentioned after 2012.Li Fei,a domestic scholar,conducted a comprehensive analysis from the aspects of the concept,characteristics and causes of omni-channel retail.Up to now,the research on omni-channel retail at home and abroad has focused on theoretical elaboration and marketing strategy.The research on service quality started earlier.At the beginning,the service quality of physical channels was taken as the research object.On the one hand,scholars defined the concepts of service perception and service expectation through theoretical research;On the other hand,they conducted different discussions on service quality from the perspective of channel integration and channel interaction.These studies present a scale to measure the service quality of physical channel and electronic channel.In general,there are fruitful results in the research on service quality,but few studies have conducted a comprehensive measurement and analysis on the service quality of omni-channel retail.Similarly,scholars’ research on customer loyalty has gone through different stages from definition to empirical research,but most of them focus on the influencing factors of customer loyalty in physical and non-physical channels,and do not dig deeply into the correlation between channel service quality and customer loyalty.To sum up,this paper discusses the influence of omni-channel retail enterprises’ service quality on customer loyalty,so as to supplement the vacancies in omni-channel retail and customer loyalty related fields.Based on the perspective of consumer perceived value,this paper discusses the relationship between service quality and customer loyalty of retail enterprises from three dimensions:physical channel,electronic channel and integrated channel.Further,through the subdivision of customer perceived value,the impact of functional value,emotional value and social value on customer loyalty is deeply studied.This study mainly adopts the methods of questionnaire survey and empirical analysis,and uses data analysis software such as SPSS26.0 and Stata13.0 to verify the influence of retail enterprises’ service quality on customer loyalty.Firstly,through the investigation of the status of the smart phone industry,the channel business strategy and service level of large smart phone retailers in the current market are analyzed.It is found that the influencing factors of customer loyalty mainly focus on the display and personnel of physical stores,the operation and logistics convenience of online stores,as well as the synergies between online and offline.Therefore,a service quality evaluation model for omni-channel retail enterprises is proposed.The research adopts a combination of online and offline questionnaires.The offline questionnaires are mainly distributed in universities,large business districts and office buildings in Beijing and Wuhan,and the research objects are mainly those aged 18-50 with college degrees or above.Through the processing and statistical analysis of the collected sample data,the research finds that:(1)the service quality of omni-channel retail enterprises has a significant positive impact on customer loyalty.Among them,the physical channel service quality has a greater impact on customer loyalty;(2)From the perspective of customer perceived value,customer loyalty is more affected by customer emotion among the three indicators;(3)Customer perceived value plays an intermediary role in the influence of service quality on customer loyalty.Therefore,the study believes that omni-channel retailers should pay more attention to the improvement of service quality of physical channels,pay attention to customers’ emotional needs,and enhance customer loyalty through personalized product services and overall service level improvement. |
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