The Research On Customer Stickiness Influencing Factors Of Large-Scale Traditional Retailer

As is the trend of Internet-fueled industries, these past few years have been a rapidexplosion of the online retail business, which includes an explosion in the sheer numberof available products as well as the number of online stores. Comparable growth inInternet buyers and Internet sellers can only mean that the traditional retailers will facestiff competition to attract new customers to visit, to make customers prefer their sitesover the competitors’ sites and to maintain customer loyalty, at the same time, theyshould attract old customers who always purchase in physical stores to visit and lingeron their online stores.Finding ways to make a customer choose its store over its competitors is definitelyone of the business targets of any traditional retailers in the transition. However, in thelong run, efforts to make the customers stick to the store also play a vital role in thesuccess of on-line stores. One of ways to attract customers is through an intricatelydesigned Web site. However, online sales follow the philosophy of its traditional formsof sales: customer is the king. With various options available in the Internet and ease ofswitching from one e-retailer to another, without customer-oriented philosophy, it isdifficult for a traditional retailer to make its customer to keep coming back to theironline stores and purchasing their products.This paper has constructed customer stickiness model based on investigation in thelarge-scale traditional retailers from a customer-oriented angle, referring to Kurniawan’sonline retailer stickiness model, as well as pulling off-line variables into this model. Theobjective of this paper was to investigate the effect of the online factors on customerstickiness, as well as the effect of the off-line factors.This paper has done the following work in the process of particular study: Firstly,the construction of theoretical model by means of reviewing relevant literature relatingto retail business, customer stickiness and the features of the large-scale traditionalretailers. Secondly, research design and data collection. The data are mainly obtained through questionnaires,242valid questionnaires in total, which are designed on thebasis of domestic or aboard mature scale and the little adaptation in the situation ofspecific circumstances of this study. Thirdly, data analysis. Using SPSS statistical dataanalysis software to analyze data. This paper applied the factor analysis, ANOVA,Pearson correlation analysis, multiple linear regression analysis and path analysismethod.Following the empirical analysis of the data are the research conclusion andmarketing advice to the large-scale traditional retailers in the vital transition.