Study On Customer Satisfaction Of Shopping Mall Based On Customer Delivered Value Theory

Since the reform and opening up,China's retail industry has developed rapidly,and its contribution to the economy and people's livelihood has also greatly increased.With the improvement of people's living standards,people's spending power and willingness to consume are also increasing,promoting the upgrading of the consumption structure and creating new retail formats of new models,new experiences,and new services.Among them,the emerging retail business represented by shopping malls has developed most rapidly.Shopping center is a high-level form of retail business and an inevitable outcome of social development.It carries the life and consumption forms of modern people.Compared with pure retail business,shopping malls integrating catering,leisure,entertainment,commerce and education are more suited to the development of the times and are more popular with consumers.However,with the advent of the Internet era,more and more consumers choose to spend less time and money on online shopping.The traditional retail industry has been hit by unprecedented shocks,and the shopping mall,which is an emerging form of traditional retailing,has not been spared.Fortunately,most consumers pay attention to the "buying while walking" experience,which is still the biggest advantage of physical retailing.Therefore,how to use physical advantages to meet difficulties and adjust itself is the key to the current shopping center.In view of this,the shopping mall is a typical service-oriented retail business,and customer-oriented is its fundamental characteristic.Only by fully understanding the customer's interest can we better meet the ever-changing consumer demands of customers.Therefore,it is very necessary to explore the factors that can create value for customers and improve customer satisfaction,so that corporate managers can timely plan and transform shopping centers to achieve sustainable development of the enterprises.This paper reviews relevant research results both at home and abroad,combs and reviews scholars' research,and then builds a theoretical model based on customer value-transfer theory and ACSI model,and deduces relevant hypotheses.Secondly,the questionnaire was designed according to the theoretical model.Consumers in Guiyang,Beijing and Changsha shopping malls collected the data from the surveyed subjects.The data analysis software SPSS19.0 was used to analyze the data's reliability and validity.The results showed that the data had higher Reliability and validity,suitable for further empirical analysis.Thirdly,with the empirical analysis of structural equation model(SEM),the following conclusions are drawn: The four dimensions of total customer value have a direct positive impact on customer satisfaction,and the service value has the greatest influence,followed by personnel value,product value and image value.The total customer cost has a negative impact on customer satisfaction.Customer satisfaction has a direct positive effect on customer loyalty,but negatively affects customer loyalty.Customer complaint has no significant effect on customer loyalty.Finally,based on the survey results and empirical conclusions,we put forward some strategies and suggestions for customer satisfaction in shopping centers.This study,from the consumer's point of view,studies the influence of various factors on customer satisfaction on shopping mall satisfaction and constructs a model of customer satisfaction relationship based on customer delivery value and verifies it.Designed to guide the shopping center management practices,increase customer satisfaction,enhance customer loyalty,and realize the rapid development of enterprises.