Study On Impact Of Small Apparel Retail Stores’ Perceived Value To Customer Loyalty

With the rapid development of China’s economy,competition in all walks is also increasingly fierce.The competition between garment industry is mainly based on the competing forms of terminal retail stores.In addition to the competition among the exclusive shops,the competitive development of small clothing retail stores which plays an important role in the development of clothing market can not be ignored.According to the author’s data integration found on《State Administration for Industry and Commerce of the People’s Republic of China》,the total number of registered small clothing retail stores have rapidly increased from twenty thousand to about four hundred thousand since 1980,accounted for 39% of the entire apparel industry.Unlike the great industrial age,today’s market structure has undergone fundamental changes,that the centre shifts from seller’s market to buyer’s market as the center.To stand out from the fierce market environment,how to establish and maintain a long-term and close relationship with consumers is an important issue small clothing retail stores face and customer loyalty research comes into being.There are many factors affecting customer loyalty,improving customer perceived value is an important way of improve competitive advantage for small clothing retail shops.It is too numerous to enumerate research on perceived value and customer loyalty in the academic circles.But the research on the relationship between perceived value of small clothing retail stores and customer loyalty is very few.This paper takes the customer of X.Xiao clothing retail store as the main research object,studies the perceived value of small clothing retail stores based on Fornell model,ACIS model,MeDougall model and the model of customer perceived value and customer purchase by Zeithaml.Combining with the actual situation of X.Xiao clothing retail store,this paper integraties the theoretical model of four perceived value influencing customer loyalty of small clothing retail stores: product value,service value,experience value and cultural value.This paper mainly elaborates the research content from four aspects following:First,through the research of reference,we get the pre value of the perceived value of small clothing retail stores,formation mechanism of customer loyalty,influencing factors of loyalty,performance of loyalty.At the same time,this paper puts forward the research model——four dimensions of perceived value of small clothing retail stores of product value,service value,experience value and cultural value as the foundation of the research.Secondly,this paper analyzes the loyalty of small clothing retail stores from two aspects of behavioral loyalty and emotional loyalty,and puts forward four measures: word of mouth,repeat purchase,premium payment and new product follow.Intermediate media customer satisfaction uses the overall evaluation measure.Then forming a small clothing retail shop conceptual model: Customer perceived value-customer satisfaction-customer loyalty.Thirdly,constructing the measurement scale of perceived value and customer loyalty of small clothing retail stores by combining depth interview and literature research.Use SPSS software to statistics and analysis for questionnaire collected,get pre variable of influence on customer perceived value of small clothing retail stores,and to verify all the pre variables;Summarize the relationship between influential factors of each pre variable and customer loyalty,compare the differences between path coefficient in each group,detecte model adaptation,and analyze the difference of demographic variables.Final,evaluating customer loyalty of X.Xiao clothing retail store with four dimensions of perceived value.According to these factors,formulating corresponding marketing planning and strategy for the store to enhance customer loyalty.At the same time,providing reference for the development of national small clothing retail shops.