Title: A Study of the Influencing Factors of Customer Loyalty to Supermarkets – A Case Study of Dennis Supermarket
Author: Zhao Jingjing
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.267-277) Proceedings PDF
Abstract
The retail industry plays a crucial role in the global economic system, with its output making a significant contribution to a country’s GDP. However, in recent years, the retail industry has faced some challenges. This study is based on the consumer behavior theory and the S-O-R (Stimulus-Organism-Response) theory, proposing the following research objectives: 1) To explore the factors influencing customer loyalty to Dennis Supermarket; 2) To suggest strategies for enhancing customer loyalty to Dennis Supermarket.
This study used the quantitative research methodology. Utilizing the consumer behavior theory and the S-O-R theory as the theoretical foundation, this study took Dennis Supermarket in Zhengzhou as the research subject and conducted a questionnaire survey with customers of physical stores. A research model on the factors affecting customer loyalty was established, and 380 questionnaires were distributed. This study employed SPSS to conduct descriptive statistical analysis, correlation analysis, and regression analysis on the data to validate the research hypotheses.
The following conclusions were drawn: 1) Corporate image, service quality, and switching costs all have a significant positive impact on customer loyalty to supermarkets; 2) To enhance supermarket customer loyalty, it is essential to prioritize service quality, update facilities to meet customer needs, strengthen staff service awareness, and provide personalized services. At the same time, improving the corporate image, demonstrating leadership, and increasing brand recognition are important. Increasing customer switching costs, implementing customized strategies, and loyalty programs are also crucial for solidifying customer relationships. Therefore, enhancing corporate image, service quality, and managing switching costs are effective strategies for boosting customer loyalty.
Keywords: customer loyalty, supermarkets, consumer behavior theory, S-O-R theory
A Study of the Influencing Factors of Customer Loyalty to Supermarkets – A Case Study of Dennis Supermarket /
6617195030 Zhao Jingjing 2567 (2024) A Study of the Influencing Factors of Customer Loyalty to Supermarkets – A Case Study of Dennis Supermarket สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University