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An Study on the Key Factors Influencing Customer Loyalty in Small and Medium Sized Shops Envionment

Author: ChengYanHong
Tutor: GongZhen
School: South China University of Technology
Course: Business management
Keywords: Customer Satisfaction Customer Loyalty Small shops
CLC: F721
Type: Master's thesis
Year: 2011
Downloads: 174
Quote: 0
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Abstract


By the end of 2004 , China's implementation of the full liberalization of foreign retailers , many large foreign retail enterprises have to enter, and have developed rapidly , making China 's retail industry is fiercely competitive ; while the vast majority of small and medium enterprises and the self-employed in retail in small shops in this format the living environment is harsh , but there are some small shops own advantages, but also to have loyal customers. Therefore, how to improve small and medium sized shops customer satisfaction research , fostering real and persistent customer loyalty, becoming more and more small and medium sized shop operators focus. To retain customers clearly understand the impact of small and medium sized shops What are the factors of customer loyalty for small and medium sized shop operators who extremely important. In this study , based on extensive literature review on the factors affecting customer loyalty has been studied through the literature summarized, combined with the characteristics of small shops , small shops build customer loyalty theoretical model to investigate the small convenience stores , shopping environment, product characteristics , commodity prices, service quality, brand image, customer satisfaction and customer loyalty degree of correlation between . In this paper, in small and medium stores spending over the customer survey , in the literature , based on the design of the corresponding questionnaire . This study investigated the use of SPSS17.0 software for statistical analysis of the data obtained , the main conclusions obtained are as follows : Small and medium stores of each factor of customer loyalty , customer satisfaction and customer loyalty are having a significant positive impact ; customer satisfaction on customer loyalty has a significant positive impact on customer satisfaction in all factors affecting customer loyalty has played a mediating role . Finally, the results of research and practical significance discussed.

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Commercial institutional and organizational
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