The Empirical Study Of Supermarket Service Quality On Customer Trust And Loyalty

As China's economic development has improved people's income, the supermarket industry has been developing greatly.lt has increasingly became the promotion of economic development and improved living standards in an important force. However, our supermarkets, major supermarket chains in particular, still have a lot problems that customers are not satisfied with, which has greatly reducd the customer's trust and loyalty, and resulting in the loss of a large number of customers. Market economy, highly competitive products, the focus of marketing from product orientation to customer orientation, competition among enterprises has been more than just products and services,but competition for customers. He who get the trust of customers in the fierce competition will win new customers at the same time retain a good living and old customers. Therefore, paying attention to supermarket service quality, customer trust and customer loyalty, and to study the impact of service quality on both the theory has important research value and practical significance.This paper, based on the literature review, draws on previous research results, builds an integrated service quality, customer trust and loyalty of the research model. On this basis, the design quality of service, customer trust and customer loyalty surveys, the proposed study of the framework and assumptions. The supermarket industry as a research background, through the issuance of questionnaires and data collection, analysis, verification of assumptions, and made important conclusions:(1) entity, reliability, staff interaction, problem solving, customer trust in positive significant effect company policy on customer loyalty does not produce a significant positive impact; (2) entities, reliability, staff interaction, problem solving, company policy on customer loyalty significant positive effect; (3) customer trust on customer loyalty is positively significant impact; (4) quality of service is not only a direct impact on customer loyalty, customer trust through indirect effect on customer loyalty. Based on the conclusions of this paper, the supermarket marketing management some suggestions:Firstly, to improve service quality in a comprehensive way; Secondly, Establish the business philosophy of integrity to build customer trust; Thirdly, to improve the management level and improve customer loyalty.