Research On Impacting Factors Of Customer Satisfaction Of Fresh Supermarket Under The New Retail Mode

In the era of mobile Internet,technologies such as big data,artificial intelligence and Internet of things are emerging continuously,and the traditional retail industry is facing great challenges.Since Ma Yun,the founder of Alibaba,put forward the concept of "new retail",e-commerce enterprises are increasingly aware of the importance of physical retailing,Online e-commerce platforms,physical retail stores and logistics have entered a new era of integrated development,many new forms of retailing are beginning to emerge.In this new retail trend,fresh products that are daily necessities have become a breakthrough for new retail companies.Therefore,under such a big background,a series of fresh supermarkets integrating online and offline and logistics,such as Hema Fresh and Super Species,were born.Under the new retail model,how to better meet the personalized and diversified needs of customers and improve customer satisfaction has become an urgent problem to be solved in the industry.In this study,"HM Enterprise" was selected for empirical research.The reason for the choice is:(1)In the field of fresh food,HM companies are the pioneers of the new retail model,and their long history is easy to study;(2)Backed by the powerful resources of ecommerce platform giants,HM company has made many innovative adjustments to its business model,which has accumulated rich experience for the development of new retail model in China.(3)HM companies are now in good operating condition,and their penetration into most parts of China has been realized,making it easier to study.This article firstly combs relevant theories such as new retail,fresh supermarkets and customer satisfaction through relevant literature research,and secondly,based on classic theoretical models such as American Customer Satisfaction Index Model(ASCI)and China Customer Satisfaction Index Model(CCSI),combined with the characteristics of the new retail model and the characteristics of the fresh product industry,constructed a structural model of customer satisfaction influencing factors in fresh supermarket under the new retail mode;finally,the structural model is tested by empirical,data were collected by means of questionnaire,SPSS and AMOS were used to analyze the collected data,and combine the structural equation model to verify the research hypothesis.The empirical results show that: customer expectations,fusion perceived quality and fusion perceived value positively affect customer satisfaction;customer expectations have a positive impact on fusion perceived quality and fusion perceived value;fusion perceived quality has a positive effect on fusion perceived value;customer satisfaction positively affects customer loyalty.According to the results of empirical analysis,this article puts forward the following suggestions for fresh supermarkets under the new retail model:(1)Through the online and offline collaborative development to enhance customers' shopping experience and quality perception.(2)Improve the logistics distribution system and reduce customer waiting time.(3)Strengthen service marketing and improve online and offline service quality.(4)Implement precision marketing to improve the convenience of customer consumption.(5)Improve the level of supply chain management and enhance the cost-effective of products.(6)Technology promotes new retail and brings a different experience to customers.