Empirical Research Of Customer Loyalty On The Supermarkets

The concept of customer loyalty deriving from the viewpoint of marketing development,the paper is to discuss the significance of customer loyalty to enterprises and consumers themselves. With the competition picking up and the customer contest cost rising in the consumer market, the developing and protecting loyal customer colony has become the enterprise's important strategy to win the market. The establishment and implementation of customer loyalty management strategy, providing integrative and different service for the customers, and carrying out high-class customer commitment is an important safeguard to keep endurable and interactive relationship between the enterprise and the customer. Therefore,how to establish and retain customer loyalty has become a focus of the customer relationship management academia and practitioner. On the basis of the previous papers and on the background of the service consumer market,the thesis,combining theoretical analysis with empirical research,tries to analyze the influencing factors of costumer loyalty and construct the basic drive model. In the case of the supermarkets of Changchun , the thesis demonstrated the factors'influence on the customer loyalty,and put forward establishment and implementation of customer loyalty management strategy.There are four chapters in this paper. Chapter 1: it introduced the background, method and meanings of the research. The paper aims to discuss the factors'influence on the customer loyalty in supermarkets.Chapter 2: Literature Review, it introduced the definition, sorts and scale of the customer loyalty, and also discussed the theory of influencing factors of customer loyalty, such as service quality, customer satisfaction, customer trust and transform cost.Chapter 3 is the main body of the paper. It established and tested the model of the customer loyalty in supermarkets. First, it presented the theory structure of the customer loyalty, and meanwhile formulated the hypotheses detailed below.H1: There will be a positive relationship between service quality and customer loyalty.H2: There will be a positive relationship between customer satisfaction and customer loyalty.H3: There will be a positive relationship between customer trust and customer loyalty.H4: There will be a positive relationship between transform cost and customer loyalty.H5: There will be a positive relationship between service quality and customer satisfaction.H6: There will be a positive relationship between customer satisfaction and customer trust.H7: There will be a positive relationship between customer trust and transform cost.H8: There will be a negative relationship between transform cost and customer satisfaction.Subsequently, it defined the variables and designed questionnaire. The 5-point Likert-type scale is used. In the design of sample, we chose several supermarkets in Changchun. We chose the customers in the supermarkets to investigate. The mean time of the investigates was 5 min to 10 min. 100 questionnaires were took back and 84 questionnaires were used.Finally, it tested the model used the SPSS11.0. The study analyzed the reliability of the scales. Cronbach's Alpha for each scale exceeded 0.7 except the transform cost(0.6129). It indicated that the internal consistent of the items is reliable. The factor analysis also got good results. Finally, in order to examine the objectives, we tested the each hypothesis of this study. Bivariate correlations were used to test the relationships between the constructs. Each test was tested to be true except and H8. At last, the regression analysis also got good results.Chapter 4 is the conclusion. It expatiated the results of the study and put forward the strategies to improve the customer loyalty of supermarkets. In included four aspects.(1) Improve the service quality. For supermarkets, good service will let customer feel warm, kindly and convenient. So it is avail to improve the customer loyalty.(2) Improve the customer satisfaction. Care more for the customers, enhance the employee's making and guarantee the customer's right will satisfy the customer expectation, accordingly improve the customer satisfaction.(3) Enhance the customer trust. Keep good relations with customers, improve the visualize of brands and enhance the report of the supermarkets will let customers trust the enterprise.(4) Heighten the transform cost. Here we mostly concern active transform cost. Improve efficient service which including free line, quality guarantee, operation training and so on. Enhance the communication with the customers, such as convening customers'colloquia and found customers club.In a word, the study has received the anticipant results. We hope it will have some use for the theory study of customer loyalty and the practice strategy in supermarkets.