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The Research of Customer Relationship Marketing in Supermarket Based on Satisfaction and Loyalty Improvement

Author: ZhangMeiLing
Tutor: MengLei
School:
Course: Business management
Keywords: customer perceived value trust satisfaction loyalty supermarket customer relation marketing
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 243
Quote: 0
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Abstract


As China’s increasingly competitive supermarket industry, the growing phenomenon ofhomogenization, the same time, as consumers the convenience of access to information, thedemand for personalized, diversified, so that more and more difficult to consolidate thesupermarket market, to attract and retain customers become an important goal of thesupermarket. Supermarket sales have begun to focus on customer-relationship-centered,customer loyalty development as the goal of relationship marketing. How to establish andmaintain an emotional connection with customers, cultivate customer satisfaction and loyaltyof relationship marketing, has become the focus of the supermarket.In this paper, drawing on relevant domestic and international customer relationshipmarketing theory and research, based on the hypothesis put forward their own research andbuild the customer perceived value, customer trust, customer satisfaction and customerloyalty between the theoretical model. Then, the questionnaire was SPSS17.0reliability,validity, and descriptive statistical analysis, carried out between variables and factor analysis,correlation analysis and regression analysis, the customer perceived value of the trust andsatisfaction with significant impact on the trust has a significant influence satisfaction, a senseof satisfaction on customer loyalty has a significant influence, a sense of internal dimensionsof customer loyalty in turn also significantly affected. Finally, the above empirical findings, inwinning the customer trust, build customer relationships; improve customer satisfaction andmaintain customer relationships; cultivate customer loyalty, strengthen customer relationshipsin three areas put forward corresponding countermeasures and suggestions to the supermarketcustomer relationship marketing helpful, and pointed out the limitations of this study andfuture research directions.

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