The Empirical Study On Shopping Environment And Loyalty Of Supermarket

With the increasingly fierce competition in the retail industry, the supermarket, as the main form of the industry has to focus on how to improve the customer's satisfaction and loyalty. Shopping environment, as an important factor affecting customer satisfaction, has been taken seriously by the administrator.In the fierce competition of the market, the factors which have a great impact on the consumer's satisfaction, have became more and more homogenization. With the advent of experience economy, more and more consumers are beginning to pay attention to whether their shopping can bring a pleasant shopping exper-ience. How to effectively manage the shopping environment has become the key to retain customers and increase consumer's satisfaction.Thus, through the satisfaction and loyalty research, the author hopes to make recommendations to the supermarket business, and help companies to better create a shopping environment and enhance customer satisfaction and loyalty.From a consumer perspective, and shopping environment-related theory, this research explored the impact of consumer's satisfaction on the shopping environ-ment on the consumer's loyalty. On the basis of previous research, the shopping environment is divided into three dimensions:background factors, social factors and the design factors. This research studied each factors'impact on the customers'satisfaction on the shopping environment. The research results show that the contextual elements of the shopping environment have the greatest impact on the consumer's satisfaction, followed by social factors, and design elements of the smallest.According to the research of relationship between the satisfaction of shopping environment and the consumer's loyalty, customer satisfaction has a direct impact on consumer's loyalty, but the effect is weak. Its primary impact on the consumer's loyalty is achieved by influencing the overall satisfaction. Consumer loyalty is formed under the long-term satisfaction with the results and often contains rational elements. Thus, loyalty is formed, under a long-term satisfaction with the outcome of the accumulation. The consumer's shopping satisfaction is just a kind of satisfaction with specific situations, although it will enhance the overall customer satisfaction, and influence customer loyalty, but its role is small. Only the high overall satisfaction will produce a high degree of customer loyalty.