The Influencing Factors of Customer Satisfaction with Hema Fresh

Abstract

China is currently in a stage of consumption upgrading, shifting from “pursuing quantity” to “pursuing quality” and from “material consumption” to “service consumption”. In this context, customer satisfaction is particularly important for Hema Fresh, a supermarket targeting the mid-to-high-end market. Based on the European Customer Satisfaction Index (ECSI) model, this study investigated the impact of four factors – corporate image, customer expectations, perceived quality, and perceived value – on customer satisfaction.
This study adopted a quantitative analysis method and collected data through questionnaire surveys. A total of 300 questionnaires were distributed, and 293 were actually recovered, with a recovery rate of 97.7%. SPSS software was used for reliability, validity, and regression analysis of the data.
The research results show that all four factors have a significant positive impact on customer satisfaction, among which perceived value and perceived quality have the greatest impact. Therefore, it is suggested that Hema Fresh should focus on improving customers’ perception of service value and service quality, while maintaining a good corporate image and reasonably guiding customer expectations, so as to further enhance the overall customer satisfaction.

Keywords: Hema Fresh, customer satisfaction, new retail, ECSI Model, SOR Theory

6717195021 Zhong BiYing, 2568 (2025). Advisor: Dr. Ma Yu, สารนิพนธ์ (Independent Study), The Influencing Factors of Customer Satisfaction with Hema Fresh, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย