| Benefiting from the constant development of mobile Internet technology and consumers’ active embrace of digitization over the years,the retail industry in our country has continued to iterate.However,online retail and physical retail are facing great challenges and impacts with the disappearance of online dividends and the constant improvement of consumer demand.In this context,the new retail format that is seamlessly connected with physical retail and online retail has become an inevitable development trend of the industry.By comprehensively using the advantages of data and technology,the e-commerce enterprises take the lead in the layout of new retail and expand offline sales channels.What’s more,the traditional physical retail is also seeking new development through digital transformation,and the retail industry is being reshuffled at the current stage.The community convenience store as a typical business form in the physical retail industry is also in the key stage of digital transformation.As the residents’ income in our country improves and the new consumer groups rise,it can be seen that consumer demand is changing to a higher level.When it comes to the competition among enterprises,it also changes from low-level cost competition to higher-level experience competition.Therefore,it has become particularly important for traditional community convenience stores to better respond to the improvement of customer needs,meet their demands for experience and improve their satisfaction.In this thesis,the impact of community convenience store customer experience on customer satisfaction is analyzed and studied on this basis.Firstly,the research results on customer experience,customer perception value and customer satisfaction are combed,the changes of new consumption demand as well as the problems and opportunities faced by community convenience stores are elaborated in detail.Then,the research model of the influencing factors of community convenience stores’ customer satisfaction are inferred and constructed by combining with the industry characteristics of community convenience stores on the basis of relevant theories.Through research,it obtains the conclusions as follows.1.The customer satisfaction will be directly and positively affected by customer sensory experience,relevance experience and customer perception value of community convenience stores.2.Customer emotional experience,thinking experience and action experience of community convenience stores will indirectly and positively affect customer satisfaction through customer perception value.Finally,the suggestions from four aspects are proposed in line with the problems existing in the operation of community convenience stores and the results of empirical analysis,such as optimizing the commodity structure and building its own brand;expanding the service radius and creating a new model;developing experience marketing and creating unique value proposition;enhancing the level of supply chain and building a closed-loop digital operation.Through this research,it is hoped that it will not only provide the theoretical basis for community convenience store enterprises to carry out experiential marketing and digital transformation but also provide the feasible schemes and strategies for the high-quality development of community convenience store industry. |
