Large Supermarket Shopping Environment On Customer Satisfaction And Loyalty Of Impact Study

From 2004 to now, our country commercial all-round opening-up has nearly six years, while the retail market is in the commodities market is one of the most competitive field, retail supermarket medium-large fastest growing as our country retailing forms, has become the urban residents in daily life, but also an essential part of domestic politics, economy, environment and technology and other elements continues to mature for large supermarket development provides conditions. Large supermarket shopping environment is the impact on customer consumption psychology and the behavior of the important factors, but shopping environment at home and abroad to the related research exists in theory and reality can not contact closely problems, and are not very good guide the practice. And our country, the domestic large-scale supermarket widespread environmental management issues. How through effective management for customers shopping environment, creating comfortable shopping atmosphere and experience, and promote the improvement of the supermarket's performance and profit, become the focus of research in this paper. This study with the large supermarket shopping environment as the research object, the customer Angle explored shopping environment design and management ideas, firstly analyzes the shopping environment structure and evaluation system, and then take S-O-R model for foundation, from shopping environment angle discusses composition customer satisfaction and customer loyalty factor and shopping environment on customer satisfaction and customer loyalty of some influential mechanism.For the study of the above problem, this study first shopping environment, to customer satisfaction and customer loyalty to the related researches on comprehensive sorting out and analyzing, and then to the hangzhou eight large-scale supermarket consumers for investigation object has carried on the questionnaire survey and collected 274 valid questionnaires, and SPSS for data collected were analyzed, and then the empirical results basically to validate the research idea, and draw the following main conclusions:( 1 ) Large supermarket shopping environment factor evaluation system construction, shopping environment factor mainly divided into the design elements, background elements and social factors three dimensions. (2)Shopping environment factor on customer loyalty has a significantly positive correlation, including design factors influence the most significant; Shopping environment factor will impact on customer satisfaction; Customer satisfaction will significantly impact on customer loyalty, and customer satisfaction will be partial intermediary shopping environment to the customer loyalty influence.(3)Different individual characteristics of customers in shopping environment, customer satisfaction and loyalty such variables as shopping perception of significant differences.