| With China's accession to the WTO, supermarket industry becomes increasingly fierce because of a large number of foreign supermarkets'entry. The supermarkets in China are confronted with some difficulties, such as higher customer quantity loss, lower profit margin, and so on. Now how to cultivate high-loyalty consumer group is the focus for this industry, and the key to cultivate high-loyalty consumers is to understand what factors can affect customer loyalty and to what degree they affect. That is what this author tries to solve in this article.After generalizing and analyzing the literature reviews about factors influencing customer loyalty, we propose factors of customer loyalty considering from two aspects controlled by enterprises or by customers on the basis of the actual situation of large-scale supermarkets in our country, then we build the model of customer loyalty factors and make relevant assumptions. We choose large-scale supermarkets in Nanjing as the research object to test the hypothesis of the model, the thesis makes an empirical research on factors influencing customer loyalty and their importance through questionnaire by applying SPSS 13.0 software, then there are some conclusions as following: (1) Factor dominated by customers, that is, customer satisfaction, relation trust and switching cost have a positive effect on customer loyalty. Customer satisfaction is most influential. (2) Factor dominated by enterprise, that is, convenience, shopping environment, commodity characteristics, commodity prices, staff services, after-sales service, brand image, which have a positive impact on customer loyalty. Staff services and after-sales service are the most influential. (3) Factors dominated by enterprise also have positive effects on customers: Staff services and after-sales service is the most influential on customer satisfaction. Brand image is the most influential on relation trust. Staff services is the most influential on switching cost. |
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