Research on the Customers' Expectation to Re-purchase Fresh Food in Supermarket: Based on the Theory of Customer Expectation

摘要

Based on the data from the sample survey, this paper analyses the customers expectation to repurchase fresh food in supermarket in Ya'an city of Sichuan province, on the basis of theory of customer expectation. The research finds: the expectation of product value (the quality, variety, safety and quantity of fresh food in supermarket, the expectation of service value (the attitude of the workers in supermarket), the monetary cost (the price of the fresh food and the sensitivity of the promotion) and consumer's education, marital status, have a remarkable impact on the probability of repurchasing fresh food in supermarket. Then the paper proposes certain suggestion of marketing management for the supermarket.