Research On The Influence Mechanism Of Supermarket Service Quality On Customer Loyalty

With the rapid development of market economy and the change of pace of life,supermarkets become the first choice of customer in daily shopping.Because they can provide customer with abundant commodities,one-stop shopping convenience and comfortable shopping environment.However,due to the homogenization of commodity service among supermarkets,many supermarket brands and distribution density is gradually small,which makes the customer's selectivity and liquidity increase.At the same time,food quality and safety,shop price and silver price are different,fake green products sell at a high price and so on.These dishonest problems directly impact the bottom line of customer.Supermarkets pay more attention to how to give customer more comfortable&considerate service,maintain good relations with customer,and promote continuous consumption of customer.Therefore,it is of great significance to explore the relationship between supermarket service,relationship quality and customer loyalty.Based on the summary of relevant variables research results,this paper constructs a research model which integrates the service quality,relationship quality and customer loyalty,and designs the questionnaire of each variable.Taking the supermarket industry as the research background,the questionnaires are distributed and collected,and the data are analyzed by means of factor analysis,reliability analysis and so on.The dimensions and status of service quality,the current situation of relationship quality and customer loyalty and the difference of demographic variables are investigated.The relationship and influence of service quality,relationship quality and customer loyalty are analyzed by structural equation model.Through the analysis,the following main conclusions are drawn:The customer's evaluation of service quality,relationship quality and customer loyalty is in the upper middle level.The service quality of supermarket includes five dimensions,namely,entity,reliability,personnel interaction,problem solving and policy.Policy,problem solving,entity have a significant impact on relationship quality.In the research of the influence factors of customer loyalty,relationship quality,personnel interaction,problem solving and policy have a significant impact on customer loyalty.The most important factor is relationship quality,accounting for 33.52%of the total,followed by policy,accounting for 31.24%.The effect of problem solving accounts for 21.53%.The difference of gender,age,level of knowledge and consumption,service quality and relationship quality have significant difference on customer loyalty.Therefore,supermarket should pay attention to policy and problem solving,provide personalized service for different customer groups,maintain customer relationship,improve customer dependence and satisfaction on supermarket and improve customer loyalty.