A Research on Customer Shopping Behavior of Zhengzhou Hualian Supermarket
|School||Liaoning Technical University|
|Keywords||customer satisfaction customer loyalty shopping behavior structural equation model|
The quality of the supermarket business conditions have a large part depends on a stable source supermarket, but the best way to maintain the stability of the customer is the customer experience in the shopping process to purchase a higher purchase satisfaction and loyalty. Based on the customer shopping Zhengzhou Hualian Supermarket group research, extract the image of the supermarket, shopping facilities conditions, commodity situation, the price factor, shopping environmental factors, personnel service factors, supermarkets shopping facilities, supermarket checkout process factors and policy factors such as nine categories of factors, every major category contains a number of observed variables, thus the composition of customer satisfaction and loyalty shopping index system. Through the large sample, surveying and analyzing of shopping behavior of Zhengzhou Hualian supermarket in customer. Finally, structural equation model of various indicators and customer satisfaction and loyalty shopping relationship modeling and analysis.Model results show that, Zhengzhou Hualian supermarket has a good image; this is the greatest impact on customer satisfaction and loyalty variables. In the price factor and the policy factors, the supermarket also has a higher level. Other conditions, such as commodity situation, shopping environmental factors, personnel services factors, checkout process on the customer shopping satisfaction and loyalty have a positive impact. The supermarket in the shopping convenience factor and shopping facilities have obvious lack, they were shown negative effects on customer satisfaction and loyalty ,and it is the areas that need improvement in the supermarket.Finally, based on the above results, proposed policy responses itemized, to improve the operating conditions of the supermarket.