EMPIRICAL STUDY OF THE STORE IMAGE ON CUSTOMER LOYALTY BASED ON THE XIAMEN LARGE SHOPPING SUPERMARKET

摘要

Building customer loyalty is an important means of modern retail enterprises seeking a competitive advantage in the increasingly competitive retail environment, and standing firmly in the fierce market competition. This paper takes large supermarkets for example, and conducts empirical research on different store image dimensions influence on the two dimensions of customers loyalty through a questionnaire survey. By using factor analysis, correlation analysis, data processing and analysis are made. Through testing the hypotheses, this paper found that store image mainly consists of convenience image, product image, personnel services, after-sales service, and price image and store atmosphere. All of the 6 image features have positive correlation with customers perception, of which, after-sales service has the greatest influence on customers perception. In addition to store atmosphere of the store images, other dimensions all have positive correlation with customers loyalty degree. Besides, customers perception has positive correlation with customers behaviour and attitude loyalty. Finally, this paper suggests that if retail business wants to occupy the dominant position in the fierce competition, raising after-sales service quality is the key factor.