Research On The Influence Factors Of Customer Loyalty In The Large Supermarket In Xi'an

With the rapid development of economy,the retail market is becoming more and more intense.As an important part of the retail industry,large supermarkets are becoming more and more important in people's life and the national economy.The large supermarkets in Xi'an region are booming,but also face a series of challenges,the main performance is high customer churn rate,customer loyalty is low.According to Pareto's law,80%of the profits of the enterprise is created by 20%loyal customers.Therefore,to cultivate and maintain loyal customer groups has become the key to the survival and development of the large supermarket industry in Xi'an.From the customer point of view,this paper firstly introduces the related theories of customer satisfaction and customer loyalty,and summarizes the influencing factors of customer loyalty,which lays a theoretical foundation for the following research.Then,the customer behavior of the large supermarkets in Xi'an region is analyzed,and the factors affecting the customer loyalty of the large supermarket in Xi'an region are extracted,and the concept model of customer loyalty is established.Finally,on the basis of the maturity scale,the questionnaire was designed,and the questionnaire was distributed to the actual survey.The data were collected.Through with SPSS software to survey data for reliability and validity analysis,correlation analysis,regression analysis,revised conceptual model and verified the theoretical hypothesis.The main conclusions of this study include:(1)the influence factors and customer loyalty directly related.In addition to the types of goods,the enterprise culture on customer loyalty has no significant positive effect and other factors(shopping atmosphere,convenience,commodity prices,product quality,product safety,service projects,service awareness,brand enterprises,corporate reputation)were on customer loyalty have significant positive impact.(2)the influencing factors and customer loyalty indirectly related.The influencing factors and customer loyalty indirectly through customer satisfaction the mediating role of the various factors,which influence on the customer satisfaction,customer satisfaction and customer loyalty influence.This research has certain reference significance to the improvement of the customer loyalty of large supermarkets in Xi'an area.