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首页> 外文期刊>International Journal of Business and Management >A Study of Customer Loyalty Management in Chinese Retail Supermarket
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A Study of Customer Loyalty Management in Chinese Retail Supermarket

机译：中国零售超市顾客忠诚度管理研究

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The retailer style includes department store, hypermarket, supermarkets, convenience stores, cooperative union, traditional markets and shopping mall in Taiwan. This thesis wants from the supermarkets to make the further discussion. T he study of customer loyalty, particularly customer loyalty research on Chinese retail supermarket--W umart Group has some significance. With the increasingly furious competition, the profit margins constantly decline and it needs to find new profit growth points through customer loyalty resources mastered by the retail enterprise. At the same time, major retail enterprises in China have taken different management strategies to avoid brutal price wars. The customer loyalty provides support for differentiated strategies, such support is not only reflected in materials of the purchase information provided by the customer information, but also reflected in the learn-type relationship between the retail business and customer loyalty. Therefore, the research on customer loyalty is a required course for modern retail enterprises, especially for supermarkets. Research will focus mainly on surveys to get data and the interviews. The second objective of the research is to identify the determinants of service loyalty in W umart Group . Apart from assessing the extent of customer churn in the supermarket, primary research is carried out to test the proposed model of customer loyalty. This study seeks not only to examine the relationship between customer satisfaction and customer loyalty, but also to include the analysis on the areas of customer loyalty and switching behaviours influenced by loyalty club cards.
机译：零售商的风格包括台湾的百货商店，大卖场，超市，便利店，合作社，传统市场和购物中心。本文希望从超市做进一步的讨论。对顾客忠诚度的研究，特别是对中国零售超市的顾客忠诚度的研究-伍玛特集团具有一定的意义。随着竞争的日益激烈，利润率不断下降，需要通过零售企业掌握的客户忠诚度资源找到新的利润增长点。同时，中国的主要零售企业采取了不同的管理策略来避免残酷的价格战。客户忠诚度为差异化策略提供了支持，这种支持不仅体现在客户信息提供的购买信息的材料中，而且还体现在零售业务与客户忠诚度之间的学习型关系中。因此，对顾客忠诚度的研究是现代零售企业，尤其是超市的必修课。研究将主要集中于调查以获取数据和访谈。该研究的第二个目标是确定伍玛特集团服务忠诚度的决定因素。除了评估超市中客户流失的程度外，还进行了初步研究以测试所提出的客户忠诚度模型。这项研究不仅试图检查客户满意度与客户忠诚度之间的关系，而且还包括对客户忠诚度和受会员俱乐部卡影响的转换行为的分析。

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