An Study On The Key Factors Influencing Customer Loyalty In Small And Medium Sized Shops Envionment

At the end of 2004, Our country opened to foreign retails comprehensively. From then on, many foreign retails successively entered into China's market and have developed rapidly, making the competition of China's retail industry unusually fierce. Although the surviving environment of the majority of small & medium-sized stores is bad, the small & medium-sized stores still have some advantages and have loyal customers as well. Therefore, the research on how to improve the customer satisfaction and foster some true & lasting loyal customers for the small and medium-sized stores has become the concern focus of more and more small & medium-sized store's operators. To keep customers, understanding the influence factors of customer loyalty to small & medium-sized store clearly is very important to small & medium-sized store's operators.This paper studied the influence factors of customer loyalty on the basic of reviewing a large number of literatures. Based on the summary of the literatures and combined the characteristics of small & medium-sized store, this paper constructed a theory model of the impact factors of customer loyalty in order to explore relationship between the small store shopping convenience, environment, products feature, commodity prices , service quality, brand image, customer satisfaction and customer loyalty.This paper designed a corresponding questionnaire on the basis of literature study. And the research survey objects is the customer who have consumed in small & medium-sized stores. This research mainly adopts SPSS17.0 software to analysis the data obtained by the survey. And there three mainly conclusion of the research: Each affecting factor of small & medium-sized store's customer loyalty has significant positive influence on customer satisfaction, customer loyalty; Customer satisfaction has positive significant influence on customer loyalty; Customer satisfaction plays an intermediary role between the relationship of each factor and customer loyalty. Finally, this paper discuss the research results and practical meaning.