Study of the Current Situation of Customers’ Loyalty to the Vanguard Supermarket and the Strategies for Improvement—A Case Study of the Vanguard Supermarket in Fuzhou, Jiangxi

Abstract

Competition is increasingly fierce with the rapid development of global economy. If the large supermarket chains want to obtain long-term development, it is not enough for them only to focus on market shares. So it has to attach importance to the customers’ loyalty, because a loyal customer will bring continuous profit and more and more value to the supermarket. By entering the 21st century, the world has changed with each passing day, and the pace of economic globalization is getting bigger and bigger. The economic globalization in a certain extent impacts on the values of human society, and it is mainly reflected on the change of the quality concept and consumption idea. For example, from the previous quality of “qualified†to the customer “applyâ€, from the previous “reliability†product requirements to “reliable quality†product requirements. In order to achieve customers’ satisfaction, the supermarket can’t get the desired effect of improvement only from one hand; it should focus on the broad masses of customers to conduct a comprehensive analysis, and then put specific and pertinent measures into effect to win full satisfaction from the customers.