Research On Influencing Factors Of Wholesaler Loyalty In Small-commodity Wholesale Market

With the reform of the economy system, different kinds of industrial consumption goods wholesale markets gradually formed because of their advantage of trade cost and radiating capacity of market range. Meanwhile, small-commodity wholesale market with low quality and price as one kind of industrial consumption goods wholesale market also emerged constantly, because at that time Chinese residents' salary were not high. In the stage of developing, with the support and guidance of government, the strength of its scale economy and geographic position, small-commodity wholesale market absorbed massive wholesalers. However, with the adjusting of the circulation industrial structure, lots of large-scale chain and storage-style supermarkets as new type of retailing commerce have appeared, and they gradually preempt the market share from wholesalers who do business in the small-commodity wholesale market. Moreover, the rapid development of e-commerce which has changed the way of consumption has also threaten the wholesalers who rely on entitative market to do business. In the face of competition of the new type retailing commerce and e-commerce, how small-commodity wholesale market to make use of its advantage of trade cost and scale economy to retain wholesalers and improve their loyalty is the key point in this thesis.According to integrating the research on massive home and abroad literatures with actual features of wholesalers and small-commodity wholesale market, this thesis has initially determined the influencing factors of wholesaler loyalty, established the conceptual model of wholesaler loyalty, and proposed research hypotheses. Based on preliminary interview, this thesis has designed the questionnaire and done pre-test to revise it. At last utilize SPSS 21.0 to analyze the data and verify the hypothetical relationship between influencing factors. The thesis has confirmed that:(1) Factors influencing on wholesaler loyalty are service quality, perceived value, wholesaler satisfaction, switching cost and mutual relationship between wholesalers and small-commodity wholesale market; and service quality has an indirect effect on wholesaler loyalty through perceived value and wholesaler satisfaction; perceived value, wholesalers satisfaction, switching cost and mutual relationship have a prominently positive effect on wholesaler loyalty; both switching cost and mutual relationship have moderated the impact of perceived value on wholesaler satisfaction, perceived value and wholesaler satisfaction on wholesaler loyalty.(2) Service quality is classified into five sub-factors including operating hard environment, operating soft environment, managing order, market function, market management; both operating hard environment and market management have a significantly positive effect on perceived value and wholesaler satisfaction, market function also has a significantly positive effect on perceived value; but neither operating soft environment nor managing order has a a significantly positive effect on perceived value and wholesaler satisfaction.(3) This thesis also has testified the remarkable differences in service quality, perceived value, wholesaler satisfaction, switching cost, mutual relationship, wholesaler loyalty of wholesalers who have different business types, commodity classifications, store ownerships and so on. Finally, the thesis proposes strategies to improve wholesaler loyalty, from four aspects as follow: enhancing small-commodity wholesale market's service quality, increasing wholesaler's perceived value and satisfaction, setting up switching cost properly and strengthening the relationship between wholesalers and small-commodity wholesale market, which provide comprehensive guidance on improving wholesaler loyalty for small-commodity wholesale market.