新零售企业顾客忠诚度影响因素研究——以联盛九龙广场为例

Study on the Influencing Factors of Customer Loyalty in New Retail Enterprises —Taking Liansheng Jiulong Plaza as an Example

摘要: 在中国经济持续增长和新兴电商及个体产业蓬勃发展的背景下，大型购物广场的竞争日益激烈。为了应对这一挑战，企业正积极采取措施来增强其核心竞争力，并提高顾客忠诚度，以实现长期的竞争优势。联盛九龙购物广场，作为九江市的重要购物场所之一，同样面临着如何保持顾客基础和提升顾客忠诚度的挑战。本研究通过调查问卷的方式，选取了影响零售企业顾客忠诚度的关键因素，并进行了深入分析。研究发现，商品品质、服务质量以及购物环境是影响联盛九龙购物广场顾客忠诚度的主要因素，它们对顾客的购物体验、态度忠诚和行为忠诚都产生了显著的影响。基于联盛九龙购物广场的实际情况，本研究提出了三个方面的提升顾客忠诚度的策略：一是通过优化商品价格策略来降低成本并增加促销力度；二是采取有针对性的措施来提升服务质量；三是优化顾客的购物体验。这些策略不仅为联盛九龙购物广场提供了提升顾客忠诚度的指导，也为其他新零售企业提供了宝贵的参考。

Abstract: Against the backdrop of sustained economic growth in China and the flourishing development of emerging e-commerce and individual industries, the competition in large shopping malls is becoming increasingly fierce. To address this challenge, companies are actively taking measures to enhance their core competitiveness and increase customer loyalty, in order to achieve long-term competitive advantages. Liansheng Jiulong Plaza, one of the important shopping venues in Jiujiang City, also faces the challenge of maintaining a customer base and enhancing customer loyalty. This study selected key factors that affect customer loyalty in retail enterprises through a survey questionnaire and conducted in-depth analysis. Research has found that the quality of goods, services, and shopping environment are the main factors affecting customer loyalty at Liansheng Kowloon Shopping Plaza. They have a significant impact on customer shopping experience, attitude loyalty, and behavioral loyalty. Based on the actual situation of Liansheng Jiulong Plaza, this study proposes three strategies to enhance customer loyalty: The first is to reduce costs and increase promotional efforts by optimizing product pricing strategies; the second is to take targeted measures to improve service quality; the third is to optimize the shopping experience for customers. These strategies not only provide guidance for enhancing customer loyalty at Liansheng Jiulong Plaza, but also provide valuable references for other new retail enterprises.