顾客满意度对顾客忠诚度影响之实证分析—以万江华南摩尔嘉荣购物广场为例.docxVIP

PAGE 25 PAGE 1 摘 要 嘉荣购物广场是广东的本土超市之一，多年来嘉荣购物广场一直以自己的特色在众多连锁超市中占据自己的地位，以符合本地实际、贴近百姓生活为原则，在超市经营中取得了顾客的认可和信赖。在超市经营中，提升顾客满意是关键点，累积的顾客满意能为超市带来更多忠诚的顾客。本研究以万江华南摩尔嘉荣购物广场为研究对象，通过调查发现，在顾客满意度这个构面中，消费者的消费产品种类和消费金额均对顾客满意度具有显著差异，购买休闲食品的消费者和消费金额为101元到200元的消费者的认同程度较高，原因在于消费者对休闲食品种类的选择需求以及对商品性价比的追求的需求都得到了满足。在顾客忠诚度这个构面中，发现消费者的消费产品种类和消费金额同样具有显著的差异，购买休闲食品的消费者和消费金额为101元到200元的消费者对顾客忠诚度的认同程度较高，原因在于休闲食品的优惠组合销售方式获得了消费者的认可。该店为此类消费区间的消费提供他们所需要的实惠活动，让此类消费者对该店产生认可和依赖的心理。在回归分析中，发现顾客满意度和顾客忠诚度两者之间存在显著的正相关关系，顾客满意度在一定程度上决定顾客忠诚度，顾客忠诚度对顾客满意度的提升具有促进作用。 关键词：连锁超市 顾客满意度 顾客忠诚度 Abstract Jiarong Shopping Plaza is one of the local supermarkets in Guangdong. Over the years, Jiarong shopping plaza has been occupying its own position among the numerous supermarket chains with its own characteristics, in line with the local reality and close to the lives of the common people, in the supermarket operation has obtained the customer approval and the trust. In the supermarket management, the Promotion Customer Satisfaction is the key point, the accumulation customer satisfaction can bring more loyal customers for the supermarket. This research takes Molgarong Shopping Square in south China as the research object. Through the investigation, it is found that in the aspect of customer satisfaction, there are significant differences between the types of consumer products and the amount of consumption, consumers who buy leisure food and those who spend between 101 yuan and 200 yuan have a higher degree of approval, the reason lies in the consumer to the leisure food type choice demand as well as to the commodity performance-to-price ratio pursue demand has been satisfied. In the aspect of customer loyalty, it is found that there are also significant differences between the types of consumer products and the amount of consumer money, consumers who buy leisure food and those who spend between 101 yuan and 200 yuan have a higher degree of recognition of customer loyalty, which is due to the fact that the combination sa