A Study On The Influence Of SSTs Service Quality On Customer Loyalty In Supermarkets

With the development of Internet technology,service enterprises are competing to introduce self-service technology(hereinafter referred to as SSTs)to improve their service quality and reduce service costs.SSTs are widely used in finance,transportation,catering,government service,medical treatment,retail and other fields.In the field of retail,more and more supermarkets introduce SSTs service instead of manual cash collection service.Customers no longer need face-to-face interaction with employees to get the services they need.Due to the change of service delivery mode,whether SSTs can bring satisfactory service effect has become a problem that must be concerned at present.A high level of service can improve enterprise core competitiveness,It can also maintain long-term relationships with customers.Service quality will directly affect customer satisfaction and customer loyalty.Therefore,How to improve the service quality of SSTs is increasingly valued by the business community and academia.Based on the above background,this paper takes the supermarket as the research object,explores the influence mechanism of the service quality of SSTs on customer loyalty,helps retailers identify the main factors affecting customer loyalty in SSTs service,so as to make targeted improvements.Based on the social exchange theory,the theory of rational behavior and the theory of planned behavior,this paper reviews the relevant research results,and finally chooses the service quality of SSTs as the independent variable,customer loyalty as the dependent variable,customer satisfaction as the intermediary variable and corporate image as the adjusting variable.By using literature analysis and empirical research methods,this paper studies the service quality of SSTs The mechanism of customer loyalty.Spss19.0 and amos22.0 were used to analyze the collected data,verify the research hypothesis and finally come to the conclusion.The results are as follows:(1)the service quality of SSTs and its dimensions have a significant positive impact on customer satisfaction and customer loyalty;(2)the customer satisfaction of supermarkets has a significant positive impact on customer loyalty;(3)customer satisfaction plays an intermediary role between the service quality of SSTs and customer loyalty;(4)corporate image positively regulates the relationship between customer satisfaction and customer loyalty.Based on this conclusion,enterprises can achieve customer loyalty by comprehensively improving the service quality of SSTs.In addition,the enterprise also needs to strive to improve its reputation,reputation and other external factors to improve the image of the enterprise in the minds of customers,achieve higher customer satisfaction,and achieve customer loyalty better.