Research On The Relationship Of Suzhou Eslite Spectrum Corporation Among Store Atmosphere,Brand Image,Quality Of Service,and Customer Satisfaction.

In view of the change in consumption patterns and the rise of consumer awareness,the expectation and demand of store to costumers have been rising as well.Besides store atmosphere and service quality as essential elements of the experience economy.Not only the bookstores in China have lots of competitors,but also online bookstores start to run a business recent years.The existing bookstores must think different way from the traditional managerial style to satisfy consumer's demands and to survive in the market.The Eslite Bookstores run s good business with high visibility even when they had to face the huge change of consumption pattern and many competitors,for these reasons that it's worth to explore it.In this study,the field of the research is Eslite Bookstore in Suzhou,aim to explore the relationship between store atmosphere,service quality,brand image,and customer satisfaction.The customers' questionnaires were issued by convenience sampling of 300 questionnaires,and used SPSS and MPlus to exam,including descriptive statistics,reliability analysis,validity analysis,and Structural Equation Modeling.The results of this research showed that(1)Store atmosphere,quality of service and brand image have positive influence on customer satisfaction in Suzhou Eslite.(2)Store atmosphere have positive influence on quality of service and brand image in Suzhou Eslite.(3)Quality of service has positive influence on brand image in Suzhou Eslite.(4)Quality of service and brand image have mediation in Suzhou Eslite.Through the review and discussion of research conclusions,the paper has proposed several suggestions for Suzhou Eslite Spectrum Corporation to improve customer satisfaction in the end.Those suggestions also have important practical significance for other chain bookstores' business administration in china.