Daqing Merchants New Smart Supermarket Customer Loyalty Research

Under the background of economic globalization,the development of market economy,market competition has intensified,buyer's market gradually replaced seller's market as market trends.Therefore,customer is becoming a key factor to corporate profits.Based on the improvement of people's living standard,customer's consumption concept is changing,they demand higher quality of products and services.With the economic and social development,China's retail sales have also made remarkable development,supermarket is becoming an essential part of retail;the competition among supermarkets is upgrading,customer resources contest is becoming more and more important;the focus of enterprise competition is continuously transferred from attract customers to maintain customers.Customer loyalty is particularly important to enterprise,the attention to related research is growing accordingly.As Yonghui,RT-mart and other large supermarket chains entering to Daqing market,Daqing Merchants New Smart Supermarket(specifically means the shop on Weier Road in this thesis)facing increasingly fierce competition,its improvement of economic benefits and long-term development will be influenced directly by customer loyalty promotion.Based on the research inside and outside China and relevant theories,combining the reality of Daqing Merchants New Smart Supermarket,the main influence factors of customer loyalty were found as: product features,service quality,brand value,shopping environment and switching costs.Based on the measurement of customer loyalty and its influence factors,designed the questionnaire and interview outline.Through questionnaire and interview results,acquired the customer loyalty status of Daqing Merchants New Smart Supermarket.After analysis,some problems of customer loyalty were found: the margin of preference is low,shopping experience is not so good,brand influence is weak,utilization ratio of ecommerce is low.Against the existing problems and combined with the actual,Daqing Merchants New Smart Supermarket can create win-win strategy and promote the customer loyalty by enlarging discount rate,increasing customer benefit;paying more attention to the customer experience,creating better shopping environment;remolding the corporate image,enhancing brand influence and improving the ecommerce utilization.The promoting customer loyalty will drive the development of Daqing Merchants New Smart Supermarket.